Preparing for Gen Z — bridging the tech gap for generation shifts and expectations
Generation Z — those born between 1995 and 2010 — are the first generation of true digital natives. 40% of all consumers are expected to be Gen Z by 2020, people aged between 15 and 24 spend an average of four hours a day on their phone, with a fifth spending more than seven hours a day on their mobile devices. And phones will become even more adaptive, using Augmented Reality (AR) functionality to interact with brands in real life settings, and for in-aisle purchasing. What’s the future of engaging with them?
Some key trends:
- 60% of Gen Z-ers said they spontaneously bought something because they felt like it or saw it on social media. Presence is essential, using key influencers to capture attention. And influencer doesn’t mean your traditional-celebrities. Gen Z influencers are anything from online gamers to fashion and lifestyle vloggers.
- 64% say they leave online reviews. Successful businesses need to embrace this by becoming super-responsive to online feedback, responding positively and using customer responses to improve service.
- Brought up on online shopping, Gen Z-ers want their purchases delivered instantly, so businesses will have to focus on being ever more responsive, particularly when it comes to physical products. The logistics connecting businesses with customers has been revolutionised by technology with live tracking of packages and real-time alerts, just think of their obsession with Deliveroo, UberEats or JustEat.
Gen Z and buying
Increased personalisation is the key to future products and services, how you present products that respond to each and every consumer likes and dislikes — where AI and machine learning become integral to the shopping and purchase process for retailers. Furthermore, more than any other generation, Gen Z wants control over its products.
All of which doesn’t mean the new generation lives in a virtual bubble. Research has shown that young people still seek physical consumer experiences, such as real-world shopping (46%) and reading physical books (77%). However, AR will be a game changer, providing an important interface between the virtual and real world.
Gen Z, more than any other, is omnichannel and businesses need to track their customers across various media. That means tailored communications which develop and evolve across multiple platforms from mobile devices to live streaming, gaming platforms and real world experiences.
Gen Z and Logistics
Beyond the need to have instant access and delivery, all inspired by Amazon and new food delivery services, but data lies at the foundation of successful delivery. This will have to become more responsive, with packages providing automatic updates of their exact location via GPS and 5G connectivity.
The future is near as connected virtual assistants will allow customers to track their deliveries with a single spoken question. Consumers will be able to redirect their packages en-route, having them delivered to a new address in response to their changing real-time situations. And drone delivery, one-click buying and instant pick-up services will also become increasingly important.
Success with Gen Z
It’s clear that Generation Z is a demographic that knows exactly what it wants and how and when it wants it. To keep up, businesses will have to become increasingly responsive. This will mean digging deep into your data, harvesting and mining data points that is continually processed and learning from your consumers’ interactions with your brand and business platforms and capable of understanding when and where they are engaging with you at any point.
Understanding how to connect these data streams and make the information manageable will be essential to having a clear view to make strategic but also creative decisions to engage this new audience — before we deal with Generation Alpha….
Let Sciant develop your system interfaces to allow for free flow of data and solve your big data management.