Digital marketers will find the recent survey conducted by IBM and the National Retail Foundation about Generation Z shoppers very interesting and useful. Members of this generation, who were born before the turn of the century, have been on the radar of many brands. These firms will further understand how this generation behaves by learning the findings of the said survey:
1. Generation Z shoppers like innovative and tech-driven stores
Members of this generation already make up a quarter of the population in the United States so brands should update their online stores to attract Gen Z shoppers. New online store technologies like interactive screens, smartphone self checkout and virtual-try ons are some of those innovations that brands should incorporate in their online stores.
2. Generation Z shoppers rely on their phone when shopping.
Gen Zers walk around with a smartphone in their hand, whether they step into a shopping mall or hang out in a coffee shop. Their smartphones are particularly helpful when they shop as they use it for reading product reviews and comparing prices.
This trend suggests that retailers should work with the smartphone habits of the younger generation. For instance, creating an app or rolling out a virtual reality store can make the shopping experience for Gen Zers as seamless as possible.
3. Generation Z shoppers are influenced by social media
For many members of Generation Z, social media is a vital part of their shopping experience. In fact, a study by RetailDIVE showed that 8 out of 10 purchases by Gen Zers are influenced by social media. This is not really a surprising fact because these shoppers grew up with social media.
However, brands should not only focus on Facebook advertising. This is a generation who hates pop-up ads because they view it as like an invasion of privacy. Instead, brands should focus on things that can catch the attention of the younger generation such as coming up with entertaining content that Gen Zers can share on their social media accounts.