The retail industry has seen a tremendous shift in the way it sells its products and services in recent years. With the introduction of Generation Z, the latest demographic of consumers born between 1997 and 2015, retailers need to rethink their marketing strategies to appeal to this cohort. Gen Zers, also known as digital natives, have grown up in a digitally saturated world, and thus, traditional marketing approaches will not longer suffice. Here are some tips on how to market to Generation Z in retail.
1. Social Media is Key
Social media is everything to Gen Zers. They rely heavily on social media to interact with peers, family, news, and even purchase products. To reach this demographic, retailers must have a sound social media strategy that comprises platforms like TikTok, Instagram, and Snapchat. It’s crucial to have a content strategy that appeals to Gen Z’s interests and values. For instance, brands can create social media campaigns around social or environmental issues that align with Gen Z’s views.
2. Mobile-first approach
With smartphones, Gen Zers can do almost anything from shopping to banking, education, and even work. Therefore, retailers who prioritize mobile users will capture Gen Z’s attention. Sites with mobile-responsive designs are a must-have to ensure a seamless shopping experience. In addition, retailers must have mobile payment options like Apple Pay, Google Wallet, and PayPal, as Gen Zers prefer opting for electronic payment methods.
3. Authenticity
Gen Zers are drawn to brands that push social or environmental responsibility and inclusivity. They’re quick to spot inauthenticity, and it’s a major turn-off for them. For instance, if a brand promotes a particular cause, they must back them up with actionable steps, or it will imply purpose-washing. This generation cares more about the values that a brand embodies; they want to buy from a brand they believe in and one that shares their beliefs.
4. Personalization
Gen Zers value personalized shopping experiences, and retailers can tap into this by creating custom-made shopping experiences. Brands that can tailor their offers and pricing based on past purchases, browsing behavior, and preferences will win over Gen Zers. Chatbots, AI, and predictive algorithms can be used to offer personalized shopping experiences and recommendations.
5. Influencer and User-generated content
Influencers play a critical role in swaying Gen Z’s purchase decisions. Brands can collaborate with influencers with massive following and strong engagement rates to amplify their messages and create brand awareness. Additionally, user-generated content like reviews, unboxing videos, and testimonials are powerful and essential to drive sales. Unlike earlier generations, Gen Zers rely on user-generated content over professionally designed ads.
In conclusion, retailers who wish to win over Generation Z must understand their values, lifestyles, and shopping preferences. Retailers who use a more personalized, authentic, and mobile-first approach in marketing their products or services will be successful in capturing this demographic’s attention. By creating an interactive, personal, and socially responsible presence, brands can offer an unforgettable shopping experience to Gen Zers.
