{"id":1676076,"date":"2024-05-31T13:11:40","date_gmt":"2024-05-31T20:11:40","guid":{"rendered":"https:\/\/www.retailpro.com\/News\/blog\/?p=1676076"},"modified":"2024-08-23T16:41:12","modified_gmt":"2024-08-23T23:41:12","slug":"cracking-the-gen-z-code","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2024\/05\/31\/cracking-the-gen-z-code\/","title":{"rendered":"Cracking the Gen Z Code"},"content":{"rendered":"\n
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Catering to the preferences and behaviors of Generation Z (or, \u201cGen Z\u201d) customers has become a top priority for brands aiming to stay relevant and competitive.<\/p>\n\n\n\n

Key to fulfilling that goal is a commitment to innovative retail strategies.<\/p>\n\n\n\n

Gen Z, born between 1997 and 2012, has an estimated $450 billion in global spending power, and of that, $360 billion comes from the United States.<\/p>\n\n\n\n

This generation is known for its tech-savvy nature, strong desire for authenticity and preference to purchase experiences rather than material possessions.<\/p>\n\n\n\n

To be successful with Gen Z shoppers, a well executed, thoughtfully planned digital presence is mandatory.<\/p>\n\n\n\n

Because experiential customer experiences go much farther than traditional marketing in engaging this influential demographic, many retailers are hosting coordinated events that provide unique and memorable experiences.<\/p>\n\n\n\n

Such collaborative events bring together multiple brands or influencers to create a dynamic and multifaceted experience.<\/p>\n\n\n\n

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Leveraging digital connections Gen Z notices<\/h3>\n\n\n\n
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For instance, a clothing retailer might partner with a local artist and a popular social media influencer to host a fashion show and meet-and-greet event, allowing Gen Z customers to interact with their favorite personalities and discover new products.<\/p>\n\n\n\n

By fostering such collaborations and connections, retailers can tap into the social networks and communities that are important to Gen Z.<\/p>\n\n\n\n

Prom events are another popular way for retailers to engage with Gen Z customers.<\/p>\n\n\n\n

The largest U.S. beauty retailer, Ulta, sponsors prom-themed beauty events where customers can receive makeovers, hair styling and personalized beauty consultations.<\/p>\n\n\n\n

Such events, in combination with its popular loyalty program, has enabled Ulta to create a base of customers that are likely to be loyal for many years because of the beauty giant\u2019s tailored approach.<\/p>\n\n\n\n

Such events create a sense of community and excitement among Gen Z customers, particularly because prom is a milestone for many \u2013 and they also drive foot traffic into the store.<\/p>\n\n\n\n

Nike, too, is tapping into the popularity of loyalty programs with Gen Z.<\/p>\n\n\n\n

The athletic shoe powerhouse has launched the NikePlus membership program, which provides members early access to new products, exclusive events and personalized training plans.<\/p>\n\n\n\n

Gone are points systems and coupons as rewards: Brands that understand Gen Z\u2019s taste and interests and create loyalty programs broadcast across channels to cultivate a sense of belonging among this demographic.<\/p>\n\n\n\n

With Retail Pro Prism,<\/a> it is easy to keep track of data about your customers so you can best reach them on whichever channel is most effective, and track and analyze different segments of your customers.<\/p>\n\n\n\n

Sending regular messages to customers via SMS or email using digital marketing tools such as OptCulture for Retail Pro<\/a>. It makes advanced segmenting and consistent targeted<\/a> marketing across channels an easy feat you implement once.<\/p>\n\n\n\n

For these digital natives, tech plays an important role in how they view a brand or product.<\/p>\n\n\n\n

Immersive and interactive experiences appeal to Gen Z customers; as a result, retailers are incorporating virtual reality and augmented reality technologies, enabling customers to try on clothes virtually or customize products in real-time.<\/p>\n\n\n\n

By embracing cutting-edge technologies, brands are able to create a unique and memorable shopping experience, which is especially appealing to this demographic.<\/p>\n\n\n\n

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The celebrity angle<\/h3>\n\n\n\n
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Designer and celebrity collaborations can also boost a brand\u2019s status with Gen Z.<\/p>\n\n\n\n

Take Crocs, the foam footwear brand that has reclaimed a top spot in the footwear world.<\/p>\n\n\n\n

The brand has partnered with high-end designer Balenciaga and as well as a range of celebrities \u2014 including Post Malone, Justin Bieber and Luke Combs \u2013 which has further propelled Crocs resurgence.<\/p>\n\n\n\n

Brands and retailers that prioritize offering experiential customer experiences are well-positioned to capture the attention and loyalty of Gen Z customers.<\/p>\n\n\n\n

By organizing events, implementing innovative loyalty programs, and integrating technology into their stores, brands continue to create avenues to set themselves apart in a crowded marketplace and forge lasting connections with the next generation of consumers.<\/p>\n\n\n\n

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Pop-Up Stores Support an Omnichannel Vision<\/a><\/p>\n<\/div><\/div>\n\n\n\n

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Connecting with Generation Z<\/a><\/p>\n<\/div><\/div>\n\n\n\n

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Brands Explore Creative Ways To Boost Customer Loyalty<\/a><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Catering to the preferences and behaviors of Generation Z (or, \u201cGen Z\u201d) customers has become a top priority for brands aiming to stay relevant and competitive.<\/p>\n

Key to fulfilling that goal is a commitment to innovative retail strategies. Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":1676102,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49,188,210,187],"tags":[105,17,92,177],"class_list":["post-1676076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-customer-business-intelligence","category-customer-experience","category-loyalty-and-promotions","category-unified-commerce","tag-customer-experience","tag-loyalty","tag-omnichannel","tag-unified-commerce"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t