Though you may think of them as Millennials 2.0, Gen Z — composed of those born in the late ‘90s to mid-2010s — has its own defining characteristics. If you ignore their shopping habits and preferences now, you may be playing a serious game of catch-up in a few years.
Two For One: How to Market to Both Gen Z and Millennials
According to Jeff Fromm, co-author of “The Power of Gen Z Influence” and the new book “Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers,” “Gen Z is even more connected than Millennials, less willing to share private information with brands and wanting to be inspired to make purchases of this nature.”
But you can use similar marketing tactics to market to both, and if you start now, your showroom and website will be ready when Gen Z is ready to start buying.
Blog to inspire and inform
As Fromm said, Gen Zers want to be inspired. Use your blog to highlight your products and tell your readers how to put a look together. Defining traditional from contemporary may seem like old news to you, but it’s new to Gen Zers.
Be visual on social media
JCDecaux’s survey found that 66 percent of Gen Zers will consult Instagram before making a decision. Millennials still prefer Facebook, but Facebook owns Instagram, which makes for easy cross-posting. Get into the habit of posting photos of your products and showroom as well as sale announcements to your social media accounts.
Get started on YouTube
Almost twice as many Gen Z shoppers as Millennials check out YouTube before making a purchase. Check out free video editing software and start posting short, 30-second videos on YouTube. Build a following now so Gen Zers can find you when they’re ready for you.
Get in Touch with Gen Z
It’s never too early to plan for Gen Zers. Here are Fromm’s recommendations.
• Start a reverse mentoring program: Pair Gen Zers and Millennials with older employees and let them take the lead on projects and purchasing decisions. You can still have the final say, but your younger employees may have a perspective you never considered.
• Host events for young buyers and influencers: Back-to-the-dorm or mother/daughter events will likely bring Gen Zers into your showroom, giving you the chance to interact with them and see how they perceive your showroom and merchandise.
• Stay flexible: Social media sites can rise and fall in popularity. Focus on creating a great user experience on your website and building your email subscriber list.
• Visit showrooms in major and mid-size cities: Cities like Richmond, VA; Miami; and New Orleans have become hubs for Millennials, according to data from RCLCO, and Gen Zers may follow. Next time you’re in these parts, plus Chicago and San Francisco, stop in a showroom and see what accessories and mid-priced furniture they’re stocking.
Direct Spending: Money Spent by Gen Z
$29 - $143 billion: The estimated spending power of Gen Z right now, according to “The Power of Gen Z Influence” from Barclay and Millennial Marketing. Imagine how that will change in five years.
60 percent have bought something spontaneously: Respondents to a survey from JCDecaux said they bought it because they either felt like it or saw it on social media.
37 percent of Gen Zers increased their social media use to make a purchasing decision in the past year, says JCDecaux.
46 percent of Gen Zers check in-store first before purchasing online: Another find from JCDecaux: They may visit your store to see an item first, but that doesn’t mean they’ll buy it from you.
Indirect Spending: Money spent for or with assistance from Gen Z
$166 - $333 billion: The estimated indirect spending power of Gen Z from “The Power of Gen Z Influence.” Parents have told authors Jeff Fromm and Angie Read that they take their Gen Z children’s buying advice into consideration.
60 percent of Gen Zers prefer in-store shopping: Most likely, they’re still shopping with their parents, which might be how they’re influencing purchasing decisions.
52 percent of Gen Zers use an ad blocker on their computers as opposed to 41 percent of Gen Xers. Gen Zers won’t be influenced by the same ads as their parents.
93 - 98 percent of Gen Zers own smartphones: Their habit of showrooming could influence their parents and their buying decisions.
