Strategies have focused on bringing Millennials however with Production Z coming of age — as both workers and clients — merchants will need to adopt the expectations of this ‘digital native’ production.
Advertisers who are able to create a truly digitally empowered business model have a chance to capture this generation that is influential.
Coming of Age
In an millennial obsessed market place, retailers may be amazed to realise that generation Z (gen Z) now constitutes over 20 percent of the existing EU population.
Gen Z is utilizing the shop as a store window before purchasing online
This generation is growing in importance as potential customers but also as employees. Their arrival in the marketplace will hail a new era of retail merchants.
Indeed, anecdotal evidence is starting to demonstrate a new overlap between online and bricks and mortar stores: shutting stores has a substantial effect on online sales within that location while in store footfall is falling.
Gen Z is utilizing the store for a store window before purchasing online.In this complex, intertwined new business model, retailers need to become savvy to ensure each aspect of the experience reflects the expectations of this increasingly significant customer group.
Born to it
While the temptation is to bracket Gen Z using Millennials — especially in their own attitudes towards technologies – that the fact is very different.While Millennials have grown up alongside a digital revolution and actively embraced it, Gen Z has been born into ecommerce and social websites.
Gen Z has been born into ecommerce and social media
It is their entire world and, as such, their expectations of their environment, as both customers and workers, will be very distinct.
New technology, from Amazon Drones into Virtual Assistants, is now part of the shopping standard for Gen Zs.
As consumers, it seems that Gen Z anticipate a retail experience, one which delivers a frictionless change between channels. As they discuss every facet of life via Pinterest and Snapchat, they can make fantastic brand ambassadors — but only if their expectations are met by the experience.
Shoppers and employees
More critically for retailers already fighting to attract the ideal gift, is the function of Gen Z as employee.
This generation of ‘digital natives’ is being used to being empowered with the Ideal information
This production of ‘digital natives’ can be used to being empowered with the right information; and they will expect that experience. Their abilities could and ought to be a significant advantage – and they’ll be baffled and frustrated to be asked to work in a retail store where the clients have more information than the store associates.
This single device creation will look askance when exhibited one system to check inventory, a separate iPad for recommendations, plus another fixed electronic point of sale (EPOS).
The device version and real time access to comprehensive inventory and client information will become a significant tool to deliver a superb customer experiences.
In a low unemployment market with higher demand for savvy people, creating a working environment which affirms Gen Zs’ technologies expectations will be key for retailers looking to secure another wave of talent.
Advertisers have appeared to improve the experience in reaction.
However, the next step will be marked by Gen Z into the marketplace’s entrance .
Equipping store partners is measure one — using a system that is separate to inspect inventory or ensuring they can close the sale rather than returning to the EPOS is an essential next step.
Every in-store experience Must be private, timely and relevant
Retailers can construct on the investment in beacon technology and kiosks by expanding to create a destination experience that joins kiosk.
Every experience, whether delivered by kiosks or Store Associates, needs to be relevant, timely and personal — which means embedding technologies over the end to finish model that is retail.
Businesses across each market are looking to bring the best young talent, to exploit the insight of digital natives to deliver competitive edge.
The catch 22 is that without creating a positive environment in the first place, it is going to be incredibly tough to recruit these employees.
Gen Zs are needed by retailers — and it’s going to be the introduction of a digital native retail experience which is going to be key to bringing this creation as employees and consumers.