Generation Z lives differently - and dresses differently: What can marketers do?
Although for a long time it seemed as if 16 to 24-year-olds could not be kept away from their smartphones, the latest figures tell a different story: Gen Z loves bricks-and-mortar retail and because this group makes up around 10 percent of the total population, they and their demands cannot be ignored.
How can marketers and brands target 16 to 24-year-olds and what role does omnichannel marketing play in this?
Shopping must be an experience
Of course, this applies to every target group, but for Gen Z in particular. Marketers would do well to respond to their needs, because according to a recent survey by Criteo Gen Z spends an average of USD 188 on clothing online and USD 177 in stores. The figure is even slightly higher for entertainment/electronics: USD 220 online and USD 169 offline.
The figures make it clear that the difference in this target group is not high and that the store in the city center is just as important as the online presence. 68% of Gen Z rely on stationary retail to find out more about trends. 80 percent simply like to browse in stores when they have time.
In addition, 76% of those surveyed like to try things out before they buy - the ideal place for this is a brick-and-mortar store. Prerequisites for a visit to the store include a convincing store design, unique products and better opportunities to test the products.
Genz Z loves to experience things with all his senses
The main reason why city centers are coming back into focus is that 16 to 24-year-olds want to try out and touch products and clothing beforehand - they love the real world and like to supplement it with technology.
No group compares more than Gen Z. This applies both to the stores themselves and to products that might be of interest to them. For this reason, stationary stores should be seen as a kind of extended online store and be linked to it.
In the end, the stores that stand out from the crowd and offer their visitors a certain plus always win. The pants are not available in the store? As long as you can order them in the online store, it doesn't matter.
#Social and individual
They have been familiar with social media and smartphones since they were little. No generation is more tech-savvy than Gen Z and for this reason, they don't make any decisions without consulting their smartphones - especially when it comes to purchasing decisions. To make sure they end up buying the right boots, they consult with their friends, siblings or check Instagram to see what their favorite influencer is wearing.
After all, the new clothes must also fit in with their individual philosophy of life. Individuality and simplicity play a central role for Gen Z and, as they are only just developing their market preferences, they are particularly open to new retailers and new retail concepts. For a long time now, it has not just been about the best look, but about being unique with their clothing or presenting a certain statement. The aim here is to capture this group with its strong purchasing power.
Generation Z wants relevant and tailored content
The demanding Gen Z is the generation that is most dissatisfied with their online experience. They are annoyed by inappropriate targeting and want relevant and tailored content that reflects their interests. Marketers therefore still have a lot to do. What particularly bothers Gen Z are definitely rigid social structures.
They want to be different, their clothes should be an extension of their self-confidence and this is exactly what they expect from their ads: no prefabricated mass-produced goods that have absolutely nothing to do with their own personality. They want to be addressed according to their style as well as their taste and this across all channels.
Asos, for example, presents an online presence with Gen Z appeal per exellence, which is probably why it is so popular with 16 to 24-year-olds. The homepage of the online store alone immediately reveals which target group it is aimed at: Gen Z! Young people in clothes with flashy colors - Asos describes itself as the "address for fashion and style" - if you click through the store, this image becomes more and more consistent. In addition to the selection of fashion - from vintage to casual sporty - the store also only serves social media channels on which the target group is active: Snapchat, Instagram and Facebook.
The recipe for inspiring and retaining Gen Z in the long term
In addition to an appealing design in the stores, suitable displays or trial and error, the magic word is omnichannel marketing. Generation Z often obtains information online and then buys locally. Omnichannel marketing aims to offer shoppers a seamless, personalized shopping experience across all channels and devices: on PCs or mobile devices, online or offline - throughout the entire customer journey.
Omnichannel focuses on the shopper. The main goal is to make the shopping experience as simple yet as interesting as possible. This requires consistent communication and interaction, regardless of how and where the shopper is currently interacting with the retailer.
This is how marketers inspire Generation Z online and convince them to buy something in-store - or vice versa: order online at the click of a mouse after visiting a store. After all, how many times have we come home from a shopping trip and regretted not having bought those great trousers?
*Georg Sobczak is Managing Director DACH at Criteo. Criteo (NASDAQ: CRTO) is an open advertising platform, an ecosystem that promotes neutrality, transparency and participation. 2,700 Criteo employees work with over 19,000 clients and thousands of publishers worldwide to deliver effective advertising across all channels. To achieve this, Criteo combines advanced machine learning with unique data sets.
