Written by: Ismael Gonzalez, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Generation Z, commonly referred to as Gen Z, represents the cohort of individuals born between the mid-1990s and early 2010s. As the first true digital natives, Gen Z has grown up in a world characterised by rapid technological advancements, widespread internet access, and the dominance of social media. These factors have significantly influenced their attitudes towards shopping, transforming the retail landscape. Retailers need to look at them as the core influencers today that significantly impact both Millennials and Gen Xers in terms of what they buy. In size, they will reach scale in the next ten to 15 years, but their influence today is very relevant.
In this article, we will explore Gen Z's attitudes about shopping in the context of the omnichannel experience, technology, customer experience, social media, and sustainability.
The omnichannel experience: Seamless integration
Gen Z consumers expect a seamless and integrated shopping experience across multiple online and offline channels. They value convenience and expect retailers to provide a consistent experience across various touchpoints. Whether browsing products on a mobile app, visiting a physical store, or purchasing through a website, Gen Z expects a cohesive and interconnected journey. That shopping journey touched on brick and mortar, e-commerce online on their laptop, and felt on mobile. It’s a holistic experience.
Omnichannel capabilities such as click-and-collect, in-store returns for online purchases, and personalised recommendations based on previous interactions resonate strongly with Gen Z. They appreciate the flexibility to choose how and when they engage with a brand, blurring the lines between online and offline shopping.
Technology: Empowering the consumer
Gen Z's reliance on technology has profoundly impacted their shopping habits. Mobile devices are central to their lives; they use them to research products, compare prices, and make purchases. Retailers who have invested in mobile-optimized websites and apps that offer a seamless and user-friendly experience are more likely to attract Gen Z shoppers.
Moreover, emerging technologies such as augmented reality (AR) and virtual reality (VR) significantly shape Gen Z's attitudes toward shopping. These technologies allow them to visualise products in real-world settings, virtually try on clothing, or experience immersive brand storytelling. By incorporating these technologies, retailers can enhance the overall shopping experience for Gen Z consumers.
Customer experience: Beyond transactions
Gen Z emphasises the overall customer experience rather than just the transaction itself. They value authenticity, transparency, and personalisation. Gen Z wants to feel connected to the brands they support and seeks meaningful interactions with them.
There is a new and more profound resurgence of the retail and in-store experience. We can see an increase in the number of retailers and the number of tactics they’re deploying to improve brick-and-mortar experiences. Retailers who can provide a personalised shopping experience, such as tailored product recommendations, targeted promotions, and customised communication, are more likely to resonate with Gen Z. They appreciate brands that understand their individual preferences and cater to their unique needs.
Social media: The power of influence
Social media plays an integral role in Gen Z's shopping journey. They use platforms like Instagram, TikTok, and YouTube to discover new products, seek reviews and recommendations, and stay updated with the latest trends. Influencer marketing has become a powerful tool for brands to reach Gen Z consumers and leverage their social media networks.
Gen Z tends to trust peer-to-peer recommendations more than traditional advertising. They value authenticity and are more likely to purchase if they are endorsed by someone they trust. Brands that can effectively harness the power of social media and collaborate with relevant influencers can gain significant traction among Gen Z consumers.
Sustainability: Ethical consumerism
Gen Z is the most environmentally conscious generation to date. They prioritise sustainability and expect the brands they support to share their values. Gen Z consumers are likelier to engage with transparent brands about their sourcing practices, use eco-friendly materials, and actively contribute to social and environmental causes.
Retailers prioritising sustainability and adopting environmentally friendly practices have a competitive advantage with Gen Z. From ethical manufacturing to reducing carbon footprints. Sustainability initiatives resonate strongly with this generation. Brands that can authentically demonstrate their commitment to sustainability will be more likely to win Gen Z's loyalty and advocacy.
The future of Gen Z shopping
Understanding Gen Z's attitudes about shopping is crucial for retailers to thrive in the ever-evolving retail landscape. The omnichannel experience, technology, customer experience, social media, and sustainability shape their shopping preferences.
As Gen Z continues to gain purchasing power, retailers must adapt their strategies to meet their expectations. Embracing a seamless omnichannel approach, leveraging technology to enhance the shopping experience, prioritising personalised interactions, utilising the power of social media, and embracing sustainability are vital strategies for retailers to connect with Gen Z consumers.
In conclusion, Gen Z's attitudes about shopping reflect their unique experiences as digital natives. Retailers that can align with their values, preferences, and expectations will have the opportunity to cultivate long-term relationships and capture the loyalty of this influential consumer segment. Retailers can succeed in the evolving retail landscape by embracing the omnichannel era, leveraging technology, focusing on customer experience, harnessing social media, and prioritising sustainability.
At Retail Consulting & Advisory Services, we work to enhance the Future of Retail, helping Fashion and Sporting goods brands create experiential shopping strategies that support their customer's loyalty and retention while empowering their brand positioning and competitive advantage and, ultimately, their growth and sustainability.
Ismael Gonzalez, Executive Contributor Brainz Magazine
Ismael Gonzalez is a highly qualified Consultant, Advisor and ‘agent of change’ with extensive experience enhancing global corporate retail and distribution businesses. He is a former Executive of Miss Sixty and Adidas, with expertise in the fashion and sporting goods industry, where he has worked for 20 years driving strategic and structural change combining innovation, resilience and a hands-on proven playbook. In 2021, he founded Retail Consulting & Advisory Services Ltd., a boutique consulting firm. As Managing Director of the firm, he works alongside other retail professionals with the mission to help retail organisations progress toward a digital, experiential and sustainable future.
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