Gen Z consumers interact with brands more deeply and broadly than other cohorts, so it is important retailers develop the insight and expertise to reach them. Capturing Gen Z presents both a challenge and an opportunity for retailers. Born between the mid-1990s and the early 2010s, Gen Z is a demographic characterized by its digital expertise, short attention spans and inclination toward experiential consumption.
Article Highlights
- 21% of respondents said they would be influenced to buy a recommended (sponsored) product served to them on social media, while this rose to 36% of Gen Z. Moreover, 34% have been influenced to try a product “digitally advertised to me” at the shelf edge in-store, which rose to 50% of Gen Z.
- 13% said they had been influenced to buy a product by third-party brand ads, rising to 22% for Gen Z. Half (50%) would like to receive highly curated, personalized advertisements and brand communications from the retailers they already shop with, rising to 65% of Gen Z.
- To effectively engage with this generation, retailers must adopt innovative strategies, and one powerful avenue is through in-store retail media. By leveraging in-store media channels, retailers can create immersive experiences, foster brand loyalty, and ultimately drive sales among Gen Z shoppers.
- A key component of a successful multichannel strategy is seamless integration between in-store retail media and digital platforms.
- In addition to personalized messaging, experiential marketing plays a crucial role in engaging Gen Z shoppers in-store. Interactive displays and immersive installations allow retailers to create memorable experiences that extend beyond traditional advertising.
- Social proof and user-generated content are powerful tools for building trust and credibility with Gen Z consumers.
- Despite the growing emphasis on digital channels, the physical retail environment remains a critical touchpoint for Gen Z consumers. In-store retail media enables retailers to create immersive experiences that meet this demographic’s desire for authenticity and connection.
- Retailers seeking to engage Gen Z must recognize the importance of in-store retail media as a powerful tool for connecting with this demographic.
Originally posted on ADvendio.com on 30th July 2024.
