By 2030, Gen Z shoppers are expected to account for 20% of global spending. Born between 1995 and 2015, this generation has much higher expectations and less patience when it comes to their retail customer experience. Raised in a unique environment with constant access to the internet, for Gen Z consumers, eCommerce is a major part of their lives. So just how do retailers target this group of shoppers without ostracizing their Millennial peers?
Master omnichannel CX
68% of Gen Z consumers say they want to try products in-store before making a purchase. However, the majority of this digitally influenced generation prefers to shop online. Marrying the online and in-store experience is not only valuable for the consumer, but it’s also vital for brands to adapt to the new generation of commerce. Omnichannel involves seamlessly connecting every touchpoint along the customer journey, allowing customers to shop when, where, and how they want to.
Plug in and engage
Gen Z grew up with all the latest technologies, and they are used to having the answer to any question at their fingertips. This type of access has empowered this generation to make informed purchasing decisions, and it makes a brand’s online presence that much more critical. Retailers should be actively engaging with these consumers on social media, as well as on their own websites. Reply to questions (if your product pages don’t have Q&A yet, they need to), respond to reviews (both positive and negative), and re-share your customers’ content. Highlight positive reviews, shout out your biggest fans’ social media posts, and feature customer content whenever you can. Not only does this give your site more social proof, but it also boosts brand loyalty.
Offer practical loyalty perks
Perhaps it is because they have seen the crushing debt that previous generations accrued, but Gen Z is shaping up to be a more financially-minded generation. Research shows Gen Z shoppers want to get their money’s worth when shopping and will wait for products to go on sale–discounts, coupons, and rewards programs help this frugal generation feel good about their purchases.
Ask for feedback
Including ratings and reviews on your site with a platform like Revere is a quick and simple way to earn valuable data directly from your customers. According to a study by the NRF, when Gen Z consumers share opinions they provide twice as more positive feedback than complaints. This feedback can help reaffirm strategies that are working online and provide content for you to share on social media. But while positive reviews are always great for conversions, negative reviews can actually be even more valuable.
Tighten up your supply chain
When it comes to their shopping experience, Gen Z shoppers have higher expectations and less patience than previous generations. They’ve grown up in an era where free shipping in 1-3 days is expected from all retailers. Especially when shopping in-person, many Gen Z consumers prioritize availability and cite low-inventory as a major pain point. Catch issues in your supply chain early by implementing ratings and reviews and Q&A with Revere. Often negative reviews or customer questions on product pages can highlight issues with your supply chain. With Revere, you can automatically escalate any UGC with certain trigger words (i.e. “defective”, “injury”, or “lawsuit”) directly to your customer service team and help quell any potential issues. But you can also mark words like “out of stock” or “back in stock” to catch any product inventory issues.
Retailers can capitalize on the rise of this younger generation of consumers by updating their CX and engaging them where they are. Bring the brand experience to them, and the conversions will follow.
With Revere, you can highlight reviews from verified purchasers and responses from team members, as well as include customer submitted images, giving customers the confidence to purchase, and you have full control over your review display, so your reviews will integrate seamlessly with your site’s branding. Schedule a demo today to learn more about how Revere Ratings and Reviews can help you grow.
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