Despite their taste for personalized and high-quality products, the “Z” are actually also price-conscious.
According to Business Insider, 60% of “Z” shoppers believe price is the main factor in their choice of store. At the same time, they are being shown more products on social media platforms like Instagram, and they are encouraged to buy more to get the same product as their friends.
This shift has allowed for the emergence denmark telegram data of rental service retailers such as Rent the Runway . Renting clothing is a more affordable way to always have something new to wear. It allows customers to frequently refresh their wardrobes and wear clothes they might not otherwise be able to afford.
4. Quality customer interactions
If retailers want Gen Z consumers to remain loyal, they must prioritize their relationship with them.
To achieve this, the quality of communication is essential.
IBM and NRF found that 47% of the Gen Zs they surveyed were dissatisfied witdenmark telegram datah their interactions with brands, whether in-store, via messaging, or through other channels.
With so many competitors vying for the public’s demand for differentiat service attention, retailers can’t afford to have disappointing interactions with their customers. Thanks to social media, it’s become easier than ever to talk and interact with companies and share opinions about them (very publicly). If done effectively, retailers can benefit from a proliferation of social proof generated by users who become brand ambassadors, providing consumers with important social validation while reinforcing their position as a desirable place to shop.
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If the interaction is not effective, consumers will trust the brand less (since they believe the objective opinions of other consumers), which will certainly have an impact on sales.
Depending on the quality, the willingness to communicate with customers and work with them to improve things goes much further than silence. If you don’t respond quickly or adequately, “Z” customers will go elsewhere.
How to Attract Generation Z Consumers
Gen Zs value authenticity above all else. Brands that feel authentic to them are more likely to earn their trust (and business). But who’s to say a Millennial or Baby Boomer wouldn’t appreciate the same thing? We all prefer to connect with people or brands we know are true to themselves.
Similarly, Gen Z consumers prefer brands that chine directory align with their values. They want to support brands that align with their ideals. They also demand more from brands, whether it’s transparency, diversity, or a stance on a given political issue. This is partly due to having more choices than ever before. It’s easy to apply a “values filter” to narrow choices exclusively to brands that share common ideologies and viewpoints. After all, when someone buys clothes, they are, in a sense, creating their identity as it is perceived by the outside world.
Patagonia knows this perfectly well.
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Patagonia saved $10 million on its 2017 federal taxes. Rather than keep the money, Patagonia donated all of it to environmental groups.
In a public statement, Patagonia CEO Rose Marcario said that “rather than putting that $10 million back into our company, we’re putting it back into our planet, because it needs it more than we do.”
“The climate crisis is already affecting us all,” she continued. “Being a responsible business means paying taxes in proportion to your success and supporting your state and federal governments, which contributes to the health and well-being of civil society.”
For a company that claims to appreciate nature, this gesture is well-inspired. It aligns with its brand identity and presents it as an authentic company, true to its values, even if it means turning down money.