Gen Z is ready to splurge – but here’s how to lose their custom

Gen Zs are ready to spend $1.3 billion in January sales, but retailers may be at risk of losing the opportunity without the proper practices and tools.
According to SAP Emarsys’ research, 32 per cent of Gen Z’s would turn away from a brand which treats their data irresponsibly.
Moreover, 31 per cent said they find excessive marketing communications as a red flag, while 24 per cent lose their interest when a shop charges for returns.
About 17 per cent said they will leave a brand which does not reward long-term customers and 8 per cent are turned off with a lack of personalised shopping experience.
“Personalisation empowers brands to create value for Gen Z wherever they are – on their phones, engaged, and eager for experiences that feel tailored to them,” said Sara Richter, chief marketing officer at SAP Emarsys.
“By understanding individual preferences and acting on them in real-time, across multiple channels, brands can create the kind of loyalty that lasts.”
With that said, 49 per cent of Gen Zs prefer brands that are relatable on social media, and 20 per cent are keen on brands that collaborate with relatable influencers and celebrities.
Around 42 per cent said they show their loyalty to a brand by having its app downloaded, a call for retailers to invest in high-quality apps
In addition, 26 per cent appreciate personalised services or events, and 15 per cent are more loyal to brands that use artificial intelligence to personalise the shopping experience.
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