Generation Z: Shaping The Future of Retail


Generation Z, often known by the more colloquial terms ‘Gen-Z’ and ‘Zoomers’, is the term that refers to anyone who was born between 1997-2012, following on from the Millennial generation.

Introduction: Who are Generation Z?

Generation Z, often known by the more colloquial terms ‘Gen-Z’ and ‘Zoomers’, is the term that refers to anyone who was born between 1997-2012, following on from the Millennial generation. Although they are still deemed to be young as a generation, Gen Z-ers are perceived to be hugely disruptive within many industries, including retail, using their powers of influence to cause radical change in the way these industries work.

The Ways in Which Gen Z has Changed the Retail Industry

For many years in retail, the high street ruled when it came to dictating shopping habits. Shopping malls would be abuzz with activity on weekends, and you could barely move for people at Christmas. And with the average salary not matching inflation, cheap and discounted shopping was King.

But this is not the case these days.

If you’ve been out shopping recently, you’ve probably been confronted with more than one closed down store (or closing down sale). This has been seen in the most part to be caused by Covid-19, but a huge up-trend in Gen-Z shopping online has caused a downturn in retail store profits long before this. Being the first digitally native generation, they often take a digital-first approach to purchasing products.

Market research also suggests that Gen-Z care a lot more about quality and sustainability in the products they choose to purchase, meaning discount brands and fast-fashion are getting left behind.

Does this mean that retail is dead? No, it just means that bad retail is dead.

Using Tech to Personalize the Gen Z Shopping Experience

For many companies, the surge in online purchasing means one thing – they need a website. This is certainly a great start, but for those brands trying to capture the interest of Gen Z, a much more personalized approach is needed.

Enter the omnichannel approach.

Omnichannel marketing means that your brand should be appearing at multiple touchpoints when your customers are shopping online. Whether they are scrolling social media, visiting your mobile app, viewing your website or reading your emails, you need to be providing a seamless shopping experience.

Brands need to focus on expanding their visibility online across a range of channels, allowing them to speak directly to customers when needed and provide a personalized shopping experience based on analyzing each user’s buying habits.

How Can My Brand Speak to Gen Z?

The one key message to take away when using your brand to communicate with Gen Z is maximizing your touchpoints. By using a range of online channels to chat with your customers, including over social media, via whatsapp and email communications, you will be providing a consistent and personable brand voice.

Make sure that you’re posting regularly on social media channels (and use these to share engaging content, not just to sell your products!), and develop strategic email campaigns that speak to your audience at times you know they will be engaged.

Speak to our team at TainoSystems or Sysgestock to find out more about how our technology and marketing can help you to grow your audience and boost sales.

Get in touch today:


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