Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Generation
Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household purchases,
according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To secure
the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
The Peaks of Shopping - Creating a rollercoaster of emotionsFITCH
Is your customer journey flat? FITCH partnered with global payments leader Worldpay to unpick the complexities of modern retail. We surveyed 2500 UK consumers and looked at how retailers can use "peak-end rule" to generate greater experiences in-store
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Digital Leadership: An interview with Renée GoslineCapgemini
Digital Leadership: An interview with Renée Gosline,Assistant Professor MIT Sloan School of Management to understand the impact of technological shifts on customer experience and how organizations can connect with customers in a digital world.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
The Peaks of Shopping - Creating a rollercoaster of emotionsFITCH
Is your customer journey flat? FITCH partnered with global payments leader Worldpay to unpick the complexities of modern retail. We surveyed 2500 UK consumers and looked at how retailers can use "peak-end rule" to generate greater experiences in-store
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Digital Leadership: An interview with Renée GoslineCapgemini
Digital Leadership: An interview with Renée Gosline,Assistant Professor MIT Sloan School of Management to understand the impact of technological shifts on customer experience and how organizations can connect with customers in a digital world.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
Gen Z Shopping: Designing retail for the constant state of partial attentionFITCH
Meet the most complex yet most critical shopper of all time – Generation Z.
By 2020, today’s 14-19 year olds will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
So, how do retailers and brand owners engage with a new kind of shopper, who pays less attention but with a sharper and hyper-informed eye? There have been many observations on the lifestyle and digital dexterity of Gen Z (current 14-19 year olds), but until now, their shopping habits have remained unobserved.
In this paper, FITCH not only defines who Gen Z shoppers are, but also clarifies their distinct retail behaviours and offers strategies for retailers to attract them with seamless and highly commercial experiences.
Digital Marketing Strategies to Leverage the Buying Power of Gen ZJomer Gregorio
Ready to resonate with the passions and preferences of Gen Z? Our latest presentation unveils powerful digital marketing strategies tailored to tap into the unique buying influence of this dynamic generation. Dive in for actionable insights and make your brand a Gen Z favorite. Ready to enhance your marketing approach? Click to read now!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-strategies-to-leverage-the-buying-power-of-gen-z/
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
In a world where competitors are simply a click away,
customer loyalty is more important than ever. If you
want your customers to be loyal, you can’t treat them
like everyone else. Doing more for your customers in
2018 will help your loyalty program do more for your
bottom line.
Let’s explore what you can do to get more out of your
loyalty program this year.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
Guide | How Jewelry Retailers can Connect with Millennial ShoppersRaymark
The largest generation in history is about to move into its prime spending years. Millennials are going to reshape the jewelry industry; their unique experiences will change consumer behavior, forcing jewelry retailers to examine how they do business for decades to come.
In this exclusive guide, you will learn about:
• Who are the Millennials? And what do they really want?
• Millennial views on luxury
• The impact of social media
• Software tools to reach Millennials
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
Dr. Mathew McDougall, Founder and CEO of Digital Jungle will outline 20 useful considerations when planning a Chinese focused social media program. The per-commencement phase of a social media program is often forgotten or ill conceived thus leading to ineffective outcomes. His talk will introduce the ideas of: 1. Story telling 2. Using research to determine audience segmentation 2. Understanding what metrics make sense to track 3. Liking, Sharing and Engaging.
Similar to The Retail Rebels - Who Will Conquer the Connected Consumer (20)
The Retail Rebels - Who Will Conquer the Connected Consumer
1. TOP TEN THINGS
You Need to Do Now
Who Will Conquer the Connected Consumer?
Customer Experience & Engagement Series
THE RETAIL REBELS
2. GENERATION Z
WHAT YOU WILL LEARN
Why Gen Z is definitely different
than Millennials
How to communicate, collaborate
and educate the new generation
Which digital disruptions inspire
desire for your brand
3. EXECUTIVE SUMMARY
Today’s reality is that most retail consumers are constantly connected, know what they want and have expectations that they should
get it in real time – whether product, information or service. As new digital technologies and shopping options touch every step of the
customer-shopping journey, the consumers are now fully in charge of what, when and where they engage and how they buy. We have
also seen in-store visits and foot traffic fall steadily over a ten year period according to Piper Jaffray’s 27th semi-annual study into teen
behavior 2016. We believe this impact is due to those retailers who have added disruptive practices with interactive technology, internet
access and overall experiences. In addition, 84% of connected consumers use their mobile devices before or during a shopping trip.*
Many retailers and brands are still in a reactive role dealing with a dynamic consumer with the only constant in their shopping journey
being change. It’s time to take action and become a retail rebel in order to conquer these connected consumers. If you have not looked at
disruptive technologies and new progressive ways to connect, the time is now before it is too late to capture this audience. A new gen-
eration of shoppers is emerging that has been able to pinch, zoom and swipe since birth, and retailers need to be able to deliver unique
experiences throughout the Unified Commerce in order to maximize their engagement. New expectations and selling models like “see
now-buy now”, direct-to-consumer and seasonless merchandising are changing the game throughout the Unified Commerce. This is
arguably the most exciting time ever in retailing history. Are you ready for this fast-paced and dynamic generation? They are upon us
today as influencers, and will be our main consumer in less than 5 years.
* Deloitte Report – The New Digital Divide
4. INTRODUCTION
Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Gen-
eration Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household pur-
chases, according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To se-
cure the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
5. DEFINITELY DIFFERENt
move over Millennials, it’s Gen Z’s turn to shop
Top 10 Things You Need to Be a Retail Rebel & Conquer the Connected Consumer
1. Expectation for constant innovation of products and new “cray cray” (cool) products
The new generations expect constant improvements and change. They grew up with Apple and a new phone every year.
Warranty does not exist for this generation who expect improvements on a consistent basis. They also prefer a cool “cray
cray” or really cool “the bomb” product (60%) over a cool experience (40%) according to the 2015 Deep Focus’ Cassandra
Report. Contrary to Millennials who prefer to invest in experiences, GenZ wants it all – experience and a cool product — but
there’s a catch. Having a mobile device at their fingertips and the digital knowledge that comes with growing up with the
Internet, GenZ is selective with their purchases. They conduct extensive research and gain input from those they trust before
pressing the “buy button.” If your product doesn’t pass the quality and social test, no marketing campaign will make a differ-
ence. They want to know it all — so share the good, the bad and the ugly as well as what’s new. For them, fashion and prod-
ucts are less about fitting in and more about making choices that reflect their own identity and lifestyle. Remember this is the
generation of wearables and engagement technology and DIY (Do- IT-Yourself).
2. Speak to Gen Z both on a Social Level as well as a Brand Level
GenZ doesn’t want to speak to a faceless company; they want to connect with an authentic person. Have one voice to the
customer and give them an aspirational connection to your brand. Invite GenZ to be a part of your brand – give them a voice
to be listened to. They’re constantly on the lookout for ways to be heard, have influence, and build up their own personal
brands. Social media ambassadorships, influencer campaigns and virtual focus groups not only make GenZ feel invested
in your company and secure their loyalty early on, but also help them boost their own online presence. Reveal behind-the-
scenes looks; ditch the overly “planned” feeling for more spontaneous, honest posts. As a brand it is important to share
product issues and let them help by listening to suggested improvements or fixes. Remember, they expect constant change
and updates -- not perfection. Hiding the issues and not apologizing or going public will lose this generation’s loyalty and
business. Do it with humor where appropriate – they love brands that poke fun of themselves and are not too serious.
6. 4. Connect with “Cause Marketing”
Let it be known that GenZ shuns social conformity and wants
to make a difference in the world. They not only want to have an
impact, they want to see the impact. It’s not enough to simply say
your company cares about the causes GenZ believes in, you have
to show it. With this in mind, retailers should tailor their messag-
es to target GenZ’s creative, DIY, nontraditional, world-changing
ambitions. Work social good and world issues into your business
strategy and story, enlist the help of GenZ to spread the word and
then convey the power of your philanthropy. Put a face to the
causes and provide a personal connection. Open the doors to
your employees, factories, workers and partners. Be sincere and
show you care or as they say “put your money where your mouth
is”. This generation thinks globally and locally.
*2015 and 2016 Deep Focus’ Cassandra Report
3. Don’t push product - build your brand through “Story Telling”
With 67% of GenZ* preferring narratives and storytelling, it’s no wonder GenZ is flocking to Instagram, YouTube, Pinterest and other
video & visually aesthetic outlets. It is imperative for brands to tell their stories in authentic ways as consumers want to feel inspired
and be part of something exciting. So telling a brand’s unique story is a powerful tool in achieving consumer loyalty and engagement.
Don’t be afraid to add humor and make it fun. Be warned – this consumer is not coming to your brick-and-mortar stores for the selec-
tion or prices – they can usually find better alternatives to both online. They are coming online and in-store for the brand experience
and personal interaction through visuals, aspirational experiences and interaction. Today, retailers need to sell distinctive lifestyles
and use their employees to articulate what they are about – transform your stores into cultural and social hubs and make sure to take
your employees along for the ride. Start the story online with branded content and complete the experience wherever the consumer
wants to engage. Do not underestimate the power of music for this generation and engage them with an experience that combines
technology, music, social and entertainment.
“If you are not disrupting today,
you will be disrupted tomorrow.”
7. 6. Empower an engaging in-store experience & embed social
The store is not “dead” and is still where most sales are made. GenZ likes stores when they are engaged and entertained. Focus
on the ambiance of the store, experience and empowering the store personnel is essential to engaging this generation. GenZ
requires stimulation visually and audibly – interactive technology, visually aspirational images and music are essentials to con-
nect within the first few seconds of entering the store. Studies have shown they will relate silence to a store closing within sec-
onds of entry. Create a digital experience in-store and give them the “opt in” option when entering to engage on their terms. Treat
them with respect and service them the same way as generations before them. Enable immediate recognition of their purchase
and communicate interactively allowing them to post it out to friends or share on your social sites whenever they chose to.
Younger shoppers are increasingly seeing retail spaces not only as places to purchase, but also as classrooms where they can
learn new skills and build social networks. Nearly a third of shoppers (32%) are interested in attending a lifestyle lesson at their fa-
vorite store*. Empower your sales associates with product knowledge, deliver content through interactive technology or on mobile
to enhance the shopping experience. Tap into the new generation’s “DIY” spirit – and allow the customer to contribute to looks
and post out real-time upon purchase.
* Westfield’s 2016 “How We Shop Now: What’s Next?” Report
5. Savor short “Shout-outs” & deliver messages in sound bites
Simply put, we live in a visual world. The Emoji and Emoticons have transformed the way GenZ communicates – it is their native
tongue. The power of words has been replaced by the power of Emoji. It is just the next progression of image communication.
A single facial expression, sign or image is all it takes to convey the most complicated message and retailers must adopt this to
connect to this generation. There’s a reason why images are the most powerful and effective way to share a message or tell a
story. Retailers already capitalize on images to attract attention and communicate messages quickly, simply and unforgettably.
The key here is emotion – we know stimulating emotions will enhance memory. So, connect through images, symbols, pictures,
and videos. Communicate through snack-able content as these consumers have an 8 second attention span before they are on to
the next idea. Be precise. Know what you are trying to say and deliver it succinctly and aesthetically in presentation whether text,
Pinterest boards, SnapChat filters, YouTube or via other social channels. Want them to take a survey – no phone calls please. Give
them short and visual ways to respond via mobile and in the moment and you’ll get their input.
“Youth want brands to create tools and experiences that provide
entertainment rather than simply sell products.” CassandraInsightsFall2016
8. 8. Deliver digital disruption and progressive platforms to jolt the shopping journey
The most sophisticated retailers are ensuring their digital business transformation strategies are geared toward enabling customers
to engage and convert on any channel. They are changing the way they think about Unified Commerce and Omni-channel, adding
innovation where it has the largest impact on the customer relationship and creating a unique branded experience based on dynamic
customer journeys and a deep understanding of what’s expected and what’s next. A recent survey shows 42% of people in the U.S.
would like to use new technologies, such as virtual reality headsets, to experience how products will look in their home.* A third said
they would be interested in using virtual assistance to see how clothes would look on their bodies.**
Deliver experiences through dynamic digital disruption and new innovation for the stores. Progressive new technologies to create
branded and lifestyle experiences include: body scanners, personal avatars, recognition technology, virtual and smart dressing rooms,
magic mirrors, proximity marketing /beacons/RFID, virtual reality (VR)and augmented reality (AR), drone delivery, frictionless pay-
ment/engagement, real-time inventory, item recognition, machine learning and artificial intelligence (AI), digital merchandising, per-
sonal recommendations and video/live streaming to name just a few. There is power to personalization and it is imperative to build
knowledge and personalize the experience to retain and attain, differentiate and add value to the relationship.
* Westfield’s 2016 “How We Shop Now: What’s Next?” Report
** Westfield’s 2016 “How We Shop Now: What’s Next?” Report
7. Place promotions and daily deals face first – if at all
Everyone loves a good bargain, right? Not necessarily. Today’s generation is
looking for brands that have a personality – not all promotions. Authenticity is
more coveted then a 75% off coupon. If you are pushing daily deals and in-
store promotions make sure they are visible, available and consistent across all
channels. Pricing should be front and center – displayed or scanned easily –
not hidden or tucked away. Remember this generation has a very short atten-
tion span and needs to find the information quickly to engage. Retailers need
to have the infrastructure and technology to deliver on consumer expectations
including the “see now, buy now” model no matter where they are shopping.
They like deals but also value quality and details about the product and unlike
Millennials will spend for products they connect with whether on promotion or
not. Where possible tie promotions to social causes whether through an event,
fund raiser or shopper’s choice for giving back. GenZ have tremendous influ-
ence over household purchases and spend – it may not be their money but
they are vocal about quality and what products/brands are brought into the
home from automobiles to groceries.
9. 9. Create a Unified Commerce connection
As we know, GenZ and other generations are increasingly shopping from their laptops, tablets, mobile devices, wearables and other
new technologies. The typical GenZ has 5 devices and their mobile phone is an appendage of their body – constantly connected. Re-
tailers must be agile and ready to engage with them across all technologies and channels in order to offer a unique unified customer
experience. Today’s consumers already expect consistency across all touch points, with integrated promotions, return policies, inven-
tory availability and services. Frictionless payment options like mobile payments allow both customers and store associates to check
out at any point during the shopping journey and is a must for this generation who may never carry cash and feel a credit card is out
of the question. They are security sensitive but trust mobile payments more than credit cards to protect their identity. Customers see
one brand to engage with and will connect and engage at various points of entry depending on where they are and what they want at
that moment in time. Here lies the retail challenge – to be ready no matter where and when they engage and provide that consistent
and enticing experience that they expect. To achieve this, infrastructure, business processes and operational changes are required to
remove the silos and streamline the business. Statistics show most retailers have achieved inventory visibility but most have yet to
focus on the customer value to the brand universally versus the channel.
10. Inspire as you hire - no wimps in the workforce
GenZ is not only your new retail customer, but also your new
workforce. They are diverse and young but mature in nature
and want to be treated like adults. They show more signs of
being entrepreneurial than GenY with 72% wanting to start
their own business and employ others.* They also report being
slightly less influenced by money compared to Millennials over
liking their job. They want you to take them seriously with 61%
having a strong desire for managers to listen to their ideas and
to value their opinions. This new workforce are your brand am-
bassadors – whether back at the office or in-store employees.
They are social, connected and constantly communicating.
Give them the freedom and platform to share your branding and
promote their workplace.
*Marketo’s Markeitng’s Next Big Audience 2015 Info Graphic
10. CONCLUSION
While philanthropically minded retailers such as Warby Parker and Toms Shoes have been successfully marketing to Millennials,
when it comes to GenZ, brands must strive to change the world in an innovative and progressive way. GenZ may be young, but they’re
informed, ambitious and primed to be the next big consumer market segment with a huge influence on the household spend today –
and it’s time we all paid attention. The only constant in retail is change and it’s dynamic and moving at a faster pace than ever before.
Retailers need to find a way to manage this change. The good news is that the capabilities and attitudes of its employees leave re-
tailers better positioned than most industries to effectively implement change and business transformation to be able to capture and
captivate the next generation.
Retailers and Brands need to rethink fundamental business processes across the Unified Commerce. This requires alignment across
all areas of the organization, unifying decisions across selling channels and creating a single voice to the consumer. In today’s envi-
ronment, the speed at which retailers can innovate and deliver digital transformation, communicate through story telling and cause,
offer unique engagements, (to name a few) is imperative if they are to remain competitive, deliver a customer experience like no other,
retain their loyal customers, and most importantly conquer the new generations — the connected consumer. That is what we refer to
as a Retail Rebel.