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Generation Z refers to those people born from 1995 to 2010 approximately. Known for being digital natives since they were born, surrounded by devices and involved in an ongoing digital evolution. Also called iGeneration, they are starting to gain more and more relevance in the online market.
As digital natives, Generation Z has a different way of socializing than previous generations. They perceive and relate to the world in a completely different way than their predecessors. Having grown up with technology, they are more comfortable using it and often prefer online communication to the human relationships that we all understand.
Digital media has allowed Generation Z the ability to connect with people around the world and that has raised their awareness of global issues. They are much more demanding in their purchasing decisions; they are prepared to trigger any unfair situation. This means that the eCommerce must understand this type of audience to reach them in an effective and efficient way.
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The buying habits when it comes to consumption and the preferences when looking for a job, have changed dramatically.
Generation Z is often considered to be the most technologically advanced generation. It is the first generation to have grown up with the Internet and they feel comfortable using technology in all aspects of their lives. Generation Z is also very aware of social and environmental issues. They want to buy products from companies that share their values and work to have a positive impact on the world. When it comes to looking for a job, Generation Z is interested in working for companies that offer flexible hours, a collaborative work environment and that focus on social responsibility. Brands that can appeal to the values and preferences of Generation Z will be able to establish long-term relationships with this powerful consumer group.
They are the most demanding and strictest generation of consumers up to this moment. They are constantly pumped with information and marketing messages, so they have become experts when it comes to searching and selecting products. To engage with them, you have to go to the place where they spend most of their time: social media and digital channels in general. The content you share must be authentic, transparent and aligned with their values. This is the only way to build trust with Generation Z and thus be able to influence their purchasing decisions.
We can already see how brands are adapting their strategies and channels to the needs and habits of this generation when, for example, they are working on concepts such as responsive web, omnichannel, shopping experience, marketing of influencers, etc.
By analyzing their behavior and shopping habits, eCommerce has evolved and adapted to their needs, taking into account that one of the aspects Generation Z is valuing the most, is personalization throughout the purchasing process.
Generation Z is the first generation to have grown up with social media, so they are used to constantly seeing images and videos of friends, family, celebrities and brands. As a result, they have become experts at detecting transparency and authenticity.
For this reason, brands that want to connect with them, must use the power of storytelling to create an emotional connection. When Generation Z perceives a brand from the most human and emotional perspective, they are more likely to trust the brand and feel a direct connection, especially if this is done through audiovisual content.
Brands are increasingly using social networks to reach their potential customers and they often do so through Influencers, sweepstakes, live broadcasts, profile posts, stories, etc. It is not about getting into all channels, but about knowing which are the social networks most used by Generation Z to reach them in an easier and closer way; Tik Tok, Instagram, YouTube, …
Undoubtedly, it is a great opportunity to achieve that needed engagement to establish an emotional bond with the consumer and receive that feedback that allows you to instantly know what they think about your brand, their preferences, tastes, values, opinions, etc.
Now more than ever, it is essential to have a Mobile First strategy when it comes to designing a website. This means that instead of designing a website for computers and then adapting it to mobile, we should make it specifically for mobile devices from the beginning. This is especially important if you are targeting audiences such as Generation Z, as they are much more likely to use their mobile devices as their primary way of browsing and shopping online.
In addition, it is important to consider mobile devices from the beginning to create websites, blogs and landing pages that are easy to use and visually appealing on small screens.
From an early age, they are accustomed to having the world at their fingertips with just a few clicks. They are information savvy; they know where and how to find it. This is why Gen Z is more consumer-conscious and highly informed before making any purchasing decision. They want to save money; they are impatient and it is difficult to get their attention if you don't have a well-established strategy. They are influential young people, they know how to influence in any environment surrounding, and they can be very innovative. They are prepared to take risks in order to experiment with new and better ways of doing things.
This also means that they are prepared to quickly adapt to new trends and, in fact, are even capable of implementing new trends themselves. For this reason, it is essential that your eCommerce platform has the flexibility and adaptability to constantly make changes and modifications.
It is also important for them to have a smooth omnichannel experience, i.e., if they make a purchase decision, they want to make it immediately and without complications; they are very impatient. As digital transformation evolves, new sales channels are emerging and are important to consider since they will be the future of the eCommerce. As you may have already heard, the Metaverse is the nearest evolution of eCommerce. A digital universe that will be characterized by merging the advantages of both the offline and online channels; comfort, quickness, personalized treatment and a more human relationship. But before reaching this big step, many online stores are considering first to incorporate virtual stores and augmented reality tools so that customers can feel closer to the physical shopping experience while having the advantages of buying online. It represents a further step into the future that will allow users to adapt more easily to what is about to come in the future.
In order to deal with frequent changes, trends and requirements, it is important to have the right technology for your eCommerce. Headless eCommerce is an eCommerce architecture that will allow you to easily adapt to new technologies and trends as they evolve. By separating the Front-end (the visible part of an eCommerce) from the Back-end (the logical part of an eCommerce), you will achieve a higher degree of flexibility, adaptability and customization. In addition, you will be able to connect multiple Front-ends to the same Back-end. This means that the design and visual aspect limitations are greatly reduced for any channel and device; website, mobile application, social networks, etc.
At LogiCommerce we focus on delivering totally unique and personalized shopping experiences across any device thanks to our Unified B2B & B2C platform. With a very short learning curve and over 200 native features, you can grow your business quickly and efficiently by incorporating the latest innovations with future-oriented technology.
Brands with a presence in online commerce must take into account five key factors when communicating with Generation Z; shopping habits (they value the shopping experience, product quality, and especially the price), purchasing decisions ( those that are aligned with their values and demonstrate transparency), social and environmental awareness (concerned about the environment, climate change, gender equality, fair working conditions, etc.), hyper-connected (they buy through the online channel for the comfort it suggests and the quickness of making a purchase from their own armchair at home) and natives in the digital age (they remain constantly in a digital and connected environment, learning on their own about all the emerging technological advances).
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