Retailers, attract Generation Z with these 4 tips
Whether or not Generation Z are 24 or 22 years old is debatable, but the general consensus is that people born from 1995 to 2012 are referred to as Gen Z, and they are already accounting for a quarter of the global population, according to Bloomberg – forming a large consumer base that retailers are trying to attract. [1]

In fact, IBM has sourced that Gen Z are influencing household purchasing decisions by 93%, according to their parents; addedly, by 2020, the Gen Z population will reach 2.6 billion. [2] Accordingly, retailers are trying to attract more of this tech-savvy generation; reaching out to them involves creating a unique marketing strategy, different than that for millennials and baby boomers.
1. Reach Gen Z on social

Although there are plenty of different mediums to reach out to Gen Z, many have become accustomed to ignoring advertisements on print and on online search engines. As per a report by Bloomberg, less than 3% find out about new products on magazines and newspapers, while 52% discover new products on social media platforms.

Retailers can reach Gen Z through influencers on social media platforms; according to a report by Linqia, 92% of marketers found influencer marketing "effective" in 2017. [3] Also, Gen Z care about reviews, and are more likely than millennials or baby boomers to check reviews online before purchasing a product; therefore, maintaining service and keeping reviews high on Google and social media pages is important.


2. Reduce delivery delay, stay economical

One of the main factors that Gen Z base their purchasing decisions on is whether they are receiving the lowest price, according to a report by Accenture. [4] In fact, 77% of Gen Z want special offers from retail stores, while 38% prefer using rewards during shopping, an Ernst & Young survey indicated. [5]

On the other hand, Gen Z value fast shipping, as a report by Bloomberg states that 58% of Gen Z don't mind paying more than 5 dollars for quick 1-hour deliveries, explicating the importance of fast delivery from retailers.


3. Provide a personalized experience

Gen Z are also expecting brands to offer a personalized shopping experience. For example, research by IBM found that 45% of consumers aged 13 to 21 prefer location-based notifications and alerts, wherein they recognize this feature as "important" or "very important" in relation to their connection with a brand.

Also, a good tip is to add in a 'thank you' card for first-time delivery users, as it offers a more personal touch to the purchase.


4. Digitize your stores by going phygital

Referred to as the first digitally native generation, Gen Z grew up with the internet, and the digital world; hence, they do not expect any less from retailers. In fact, the same research report by IBM indicated that 47% of Gen Z use their mobile phones during their shopping trip at a store. Therefore, retailers can remain a preferred choice while shopping by integrating a digital experience through their stores.

Retailers can also provide this experience through personalized marketing messages, gamification methods on their app or by partnering with third-party services that can help deliver hyper-localized messages to their customers.


Swan keeps you closer to Gen Z

Swan, the smart shopping app based in UAE, recognizes the impact of Gen Z on buying decisions in households and in the market, and it aims to bring retailers closer to their customers through providing a digital presence for retailers.

Swan follows a hyper-localized approach as it provides customers with a digital and mobile application to view the latest promotions near them. Moreover, the app contains a useful smart shopping list for those who prefer using their mobile phones while shopping. With its smart machine-learning algorithms, the app also ensures that all its users receive a personalized experience through its prediction model.

To find out more on how Swan can help your store stay close to Gen Z, don't hesitate to contact the experts!


Sources:

[1] "Corporate America Can't Afford to Ignore Gen Z" Bloomberg, 29 Mar. 2019

[2] "What Do Generation Z Shoppers Really Want?" IBM, 27 Jan. 2018

[3] "The State of Influencer Marketing 2018" Linqia

[4] "Generation Z to Switch the Majority of Purchases" Accenture

[5] "Is your business ready for Gen Z?" Ernst & Young, 28 May 2018
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