Mobile-First customers: understand and
For a long time, Millenials were at the core of questions and reflexions for marketers. For instance some luxury brands created an entirely dedicated collection to them like did Dolce & Gabbana with #DGMillenials collection.
Although we just understand their consumer behaviours and characteristics, it’s now time to get be focused on iGeneration also called Generation Z (people born between mid 90’s and mid 2000’s). It’s not a new topic, numerous literature and surveys have been written.
It’s not necessary to remind the demographic importance of this generation. But retailers tend to be late regarding the comprehension of these customers of today and tomorrow.
This young generation is often criticized by her affection to screens and the digital world. Instead of being reluctant, let’s see the benefits.
iGeneration is born in a technology world. They can’t make any comparison to what did exist before Internet or cell phones and smartphones. So for them, it’s native to use digital devices and what is connected to them.
1. Offer efficient, quick and easy technology
It may seem obvious but the iGeneration doesn’t know latency issues of bad connectivity (remember the dial-up access for the elders). They don’t have the same tolerance threshold. Especially when 78% of them use the mobile as a preferred device.
And often, customers can experience some connectivity problems in stores because of the building infrastructure.
To overcome it, be sure to offer an easy way to get access to your secure Wi-Fi. Especially, when 53% of the iGeneration would appreciate this service in stores.
Give them commodity for offering a better shopping experience and don’t give them the opportunity to prefer buying online.
2. Be cool and adapt
Not necessary to precise, but just in case… If a company didn’t update its website with modern design and creative content and still opts for mass-marketing communication (like Mango does while sending me everyday newsletters regarding Men, Women and kids collection, really??), the brand will lose sales opportunities… It’s even more the case with the younger clients!
A brand can stand with old school or vintage design (like it’s done with Benefit Cosmetics) of course. We are not talking about DNA or positioning strategy of the brand but just about user experience.
Keep in mind that 74% of the Generation Z spend their free time online.
3. Knowledge and creativity
The iGeneration is hyper connected, has access to a lot of information, can check their social media accounts over 100 times per day, has 5 devices in average… Resources are limitless but not their time. They are more sensitive to receive relevant and personalised content as they have a 8-seconds filter. Brands have to go straight to the point while standing out with original messages. 75% of those young customers are more likely to buy from a retailer if they are able to personalise their messages and products regarding the identity and purchasing behaviours of these clients (source: Accenture). But how to do it when your iGeneration visitor isn’t a customer yet? Offering commodity and interactivity to him is a good way to get interesting information.
For instance, Burberry offered an outstanding and immersive digital experience.
4. Store friendly
Even if, iGeneration is described as digital native, they keep some traditional habits. 98% of them like shopping in store, because of this kind of experience above and because they are looking for direct contact with sales members.
Don’t forget that they are also multi tasking. Then using their smartphone during shopping is quite normal to compare price in real-time (70%) or even buy online if one product is out of stock (61%) (source: Shopper insight 360, RIS & TCS 2017). Using online while being in store is totally spontaneous for them. The aim is then to succeed in bringing them back to stores when they are on Internet.
The omni-channel concept is even more important with these clients as they are waiting for seamless and integrated experiences.
5. Transparency and security
In total opposition with the mainstream thinking, iGeneration is very aware of his environment (socio-economic, political and environmental). If they give importance to information like how brands produce, which ingredients are used, what workforce do they use… They are also worried about their own data privacy security. 61% of them would agree to share personal information if they know it would be securely stored and protected (source: IBM, 2017). GDPR comes then in the right time.
As multi-devices customers, brands have to be ready to communicate directly with Generation Z through different social media and sources adapted to any kind of device. As they can switch quickly from one device to another, the key is to get their attention at the right moment through original omni-channel experiences. Creativity and interaction are the watchwords.