Generally defined as the generation born after 1995, Generation Z is the first digital native generation. Having always known the world as a connected place, this generation has a privileged relationship with technology. In fact, beyond its social and psychological impacts, this technological disposition can indeed be perceived in the consumer behavior of a whole generation. Generation Z is predicted to impact 40% of all consumer shopping by the end of 2020. These young people are just graduating from college, but they already have a strong influence on global trends.
Reaching out to these new customers therefore requires understanding their expectations and aspirations. Learning how to market to a new generation can cause some retailers anxiety and frustration. However, with the right tools, companies of all sizes can learn to connect to Generation Z and make the most of their unique traits. To help, Hshelf has compiled 5 tips to help your store engage and attract Generation Z consumers
Social Media Marketing
Members of Generation Z check social media as much as 100 times a day. More than half of survey respondents have given someone their social media handle instead of a phone number as a way to keep in touch. This reliance on social media means that rather than celebrities or advertisements, they turn to real people for input on what to buy. Whether that’s a YouTube influencer or their friends in real life, they care more about the opinions of their peers than what the “experts” have to say.
No matter what you sell, if you want to attract Generation Z, you absolutely must have a robust social media presence. Twitter, Instagram, Snapchat, and Facebook are all important social media channels for Generation Z. As a business owner, you must tailor your content to each specific social network. Don’t share the same content on Facebook that you do on Instagram. Generation Z consumers use different social channels for different purposes.
Encourage & Advertise Reviews
Gen Z shoppers love giving—and reading—reviews. Research shows they are more likely to review a positive shopping experience and carefully read reviews before making a purchase.
Take advantage of this by providing a review section on your website. Ask shoppers in-person to leave a review and feature the best ones prominently on your website or in your store. Don’t forget to monitor reviews on platforms such as Google and Facebook to ensure you’re responding to both positive and negative feedback. This shows potential shoppers that you care about your customers.
Accept their cost-conscious idea
Almost three-fourths (72%) of Generation Z consumers say that cost is the most important factor when making a purchase. Mainly because they're just starting out in life, and not yet at peak earning power.
Accept that your Generation Z consumers will always look for a lower price, unless you show them why your products and services are worth a higher one. Do you sell something unique? Is it ethically made? Is it an “affordable luxury” that will last for a long time, or a once-in-a-lifetime experience? Because “fear of missing out” (or FOMO) is a motivator for many Generation Z shoppers, limited-time offers can be extremely effective with these customers.
Tell Them What to Buy
Generation Z doesn’t like to be wrong. All their lives, they’ve had a plethora of data at their fingertips. As a result, they want to make the right decision every time… but many struggles with making decisions.
Help them out by creating a simpler decision-making process with the right signage. Create comparison charts for big purchase items that show which product has the most features, is the least expensive, or will last the longest. For items at lower price points, give them a nudge with encouraging signage such as “student favorite!” or “Young people will love this!” Simply put, influence their purchasing power by telling them why they want to buy.
Have a Simple Return Process
While they may want help with purchase decisions, Gen Z is also more likely to return or exchange products. Regardless, it’s important to be prepared. Keep your return and exchange process as simple as possible. Make sure your policies are clearly displayed online and in-store. Double-check policies before high-buying times, and train employees to properly and efficiently handle returns and exchanges.
Although it may be challenging to understand their point of view, there is no need to consult a crystal ball when marketing to the most influential shopping group in the country. Remember, they may be young, but Generation Z consumers already control almost $44 billion in discretionary spending. Follow these tips, enlarge your business with the Gen Z.
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