How to Adapt to Next-Gen Shopping Habits to Boost Brands' Success

The next generation approaches shopping in a fundamentally different way than earlier generations. They're frequently regarded as a more difficult audience to engage, having grown up with cellphones, making it more difficult to attract their attention than millennials.

On the other hand, Gen Z alone has over $450 billion in buying power, and Gen Alpha is not far behind, soon to overtake Gen Z as a purchasing group of people. For success with these consumers, businesses must change their strategies to match the changing interests of these younger generations.

Immersive Experiences: Engaging Gen Z and Gen Alpha

It's not only that next-generation buyers are digital-savvy, they're also game freaks too. Nearly two-thirds (63 percent) of Generation Z and Alpha play video games four days to five days per week. This includes things like in-game TV ads, branded missions, and other activities. It puts brands in a position where they're afforded an unique opportunity to communicate with these consumers in a place that they spend several hours in.

It’s also possible to test applying achievements to your Gen Z and Alpha marketing campaigns. This is often done through in-game advertisements through branded tasks or missions, or special rewards that enhance a consumer's experience and brand association. Brands create an intriguing and easily memorable structure that taps with their style of operating.

Personalization is Key: Connecting Through Shared Values

Personalization is no longer a luxury; it's a must-have, especially among younger generations. According to studies, 71 percent of consumers prefer to buy with firms that provide a personalized experience. This is about matching with Gen Z and Alpha's ideals and digital lifestyles, not just targeted marketing.

• Endorsements from influential people: Personal endorsements from influencers that Gen Z and Alpha follow or peer social proof are powerful. Gen Z seeks evaluations, testimonials and endorsements that match their tastes.
• Genuine and Ethical Marketing: Gen Z prefers brands that embrace their ideals and are upfront about their actions. Personalizing messaging to show the brand's genuineness and social and environmental responsibility builds trust.
• Real-Time Tailored Experience: Live chat help and personalized offers based on their browsing history improve Gen Z and Alpha's buying experiences.

Consider Omnichannel Experience

Offline activities are making a comeback as we move away from a world that is mostly centered on the internet. People are looking to meet in person, and companies are responding by planning events that facilitate offline and online interaction. Consider this scenario: an influencer has their fans tune in live to a fashion show, and then he/she hosts a special pop-up shop where they can meet in person.

The importance of a strong online presence, however, cannot be understated by brands. If a consumer decides to shop on a brand’s mobile application and adds a pair of shoes to the cart, then it is a perfect example of continuous shopping experience. They leave it and go back to their desk, get back after some time and they find all the products that they wanted to buy still in the cart! Moreover, users are able to learn what shoes are available in their local stores on the online platform, choose to pick up the order the same day, or even apply augmented reality to make sure this dress color would suit them by trying on clothes online.

Dmitry Morgulis is the head of sales at HypeFactory, a global influencer marketing agency.