Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Gen Z shoppers love the real-world experience

It isn't all about mobile - they like to browse stores too

The report analyzed shopping perceptions from thousands of members of Gen Z and found that this powerful group of shoppers share a love of real-world retail experience, augmented by technology. The report also revealed key findings about the demographic's spending power, retail behaviors and expectations.

Generation Z lives by visuals and expects their retailers to make experiences cool and aesthetic, show how products are used, and feature them in their best light. To do this, retailers must improve the online experience and enhance store display and design. Retailers and brands that embody Gen Z values, and ultimately win their loyalty, offer personalized experiences, limited-edition merchandise, uncommon products, good-looking stores and authentic brand stories.

Among the key insights from the report:

• Significant Spending Power
  Both online and off, the amount Gen Z spends across categories is strong, particularly in consumer electronics where they spend an average of $182 online and $125 offline over a six-month period.
• Preference for Mobile
  Gen Z spends more time on their mobile devices than any other generation, clocking in 11 hours of mobile online access per week (not counting work and email).
• Web Watchers
  From TV shows and online videos to music and podcasts, Gen Z loves to watch and listen from the web. This group streams 23 hours of video content per week.
• Real-World Retail
  Gen Z values real-world retail for experience and discovery. While 75% prefer to do as much shopping as possible online, 80% look forward to shopping in store when they have time.
• Retail Websites and Apps are Influential
  Over 50% of Gen Z indicated that retail websites and apps are more influential in the purchasing process than search, TV ads or online banner ads. Social media follows as a close second for influence.
• Prepared Players
  Gen Z is more likely to regularly Scan & Scram and less likely to Click & Collect. They also research online but buy in store, with 34% engaging in Webrooming (research online, buy in-store) and 18% engaging in Showrooming (see it in store, buy it online).
• Personalized Everything
  Gen Z wants everything personalized, including ads. 62% say they like ads that provide value.

The Gen Z Report surveyed thousands of members of Gen Z in the US, UK, France, Germany, Brazil, and Japan to understand what they think about shopping.

"Gen Z is at the forefront of the mobile commerce revolution, and represents a crucial opportunity for marketers as they develop lifelong brand loyalties," said Jonathan Opdyke, Chief Strategy Officer, Criteo. "While specific shopping habits may vary, Gen Z-ers are native omni-shoppers who like to visit stores but still prefer to take care of their shopping needs online. In order to deliver a personalized experience on all touchpoints, brands and retailers need to employ a data-driven approach to connect Gen Z customers with unique, on-trend products."

The full report has been made available for free download here: https://www.criteo.com

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)