It’s time your business strategies make a shift! It’s time to target the latest generation of active buyers, who are the next lot of decision-makers. eCommerce has evolved, and so has your target audience. Generation Z is who you will need to sell to next, and thus marketing to Gen Z is crucial. The big question is, how? Are the strategies that you have been using till now enough for this section of the audience?
Every generation sees a new trend in buying patterns, and this one is no different. The right strategy can help you attract them. But before we begin talking about strategies, it is essential we clearly define this audience, their makeup, and their expectations from the eCommerce market.
Who is Generation Z?
Generation Z refers to the population born between 1997 and 2012. Currently, this generation falls between 12 to 27 years old. The buying pattern of this generation is entirely different from Generation X. Since this generation of young adults has had access to the internet and mobile phones from a young age, their interaction with eCommerce websites is more immersive.
They have seen the transformation of eCommerce and the emergence of widespread marketplaces. Social selling is familiar to them, and they’re open to discovering new niche stores on Instagram or Facebook. A recent survey shows that 70% of Gen Z and millennial shoppers have purchased products they found on their social media feeds.
Probably, their first big purchase, like a mobile phone or laptop, was also from an eCommerce website or marketplace. They’ve been tracking orders longer than Generation X waited for letters or emails, so they’re very familiar with the online shopping world.
Their expectations from companies are different, and they will be the front runners in experimenting with the omnichannel eCommerce stream that is currently emerging. To target them, you need to be equipped with recent trends and evolve with short-lived trends that take social media by storm each day.
How to Market Your Products to Generation Z?
Marketing to Gen Z requires a fresh approach, as this group is tech-savvy, socially conscious, and highly engaged online. With their unique habits and preferences, it’s important to understand what grabs their attention and how to connect with them. Whether through social media, influencer partnerships, or personalised experiences, effectively marketing to Gen Z can give your business a competitive edge. Here’s how to tap into their world and effectively promote products.
Join the ‘Trending’ Bandwagon
This generation is always bustling on social media. They are omnipresent and are consuming content at all times. 65% of Gen Z check Instagram daily, scrolling through stories, reels, and posts. With 74% spending their free time online, it’s clear that they often find new brands through social media. Scrolling, clicking, and swiping have overtaken how people discover brands today.
Thus, marketing to Gen Z to connect with them, staying updated with the latest social media trends, and mastering them is the key. Each day sees a new trending format. Any piece of information becomes a new advertising campaign. A great example is Swiggy’s #VoiceOfHunger campaign, which creatively engaged users by encouraging them to share voice notes mimicking their favourite dishes. This innovative approach captured the audience’s attention and encouraged active participation, showcasing how quickly a simple idea can become a viral trend.
Look out for such trends and keep diversifying your content to be noticed by this generation. Content is what sells on social media.
Deliver Your Products Quickly and on Time
Nothing beats a positive delivery experience. Call it old school or modern warfare, but the race to customer satisfaction cannot be achieved without successful fulfillment. To Generation Z, nothing matters more than quick delivery. They are the consumers of one-day and two-day deliveries and have their expectations set on that. Anything below that does not qualify as a superior delivery experience for them.
To achieve this you must first optimise your inventory and warehouses, followed by shipping products with a solution like Shiprocket.
Sell Experiences, Not Products
Today’s customers aren’t just looking for products—they want experiences. They feel that experiences are more insightful, and there has to be a solid reason for their purchase. As they say, 25% is your product, while 75% is its utility, applications, and benefits.
Traditional marketing focuses on selling a product directly, but that won’t work when you are marketing to Gen Z. The key is to make them feel like they need it. Instead of just promoting features, the focus should be on selling an experience, emotions, and lifestyle the product offers. A regular marketing approach won’t be enough anymore.
A great example is Apple. They never advertise the features of their iPhones; the pictures do the talking. The ‘Shot on iPhone’ campaign showed the exemplary image quality of the iPhone XS camera. That is how Apple has built brand loyalists over the years. Sell the benefits, not the product!
Optimise Every Social Channel
With an all-around presence on social media, Gen Z has a stronghold on every channel. Whether it’s Twitter, Instagram, Facebook, YouTube, or Pinterest, Gen Z is used to seeing content in different formats. They wish for content diversity to connect with a brand. So, make sure you create varied content that is diverse for each platform for marketing to Gen Z.
For example, if you are creating an explainer video for YouTube, instead of posting the same video on Instagram, you can share a shorter video with interviews about the product. This optimises the content for respective platforms and conveys the message in several formats, making it unique.
Amplify Mobile Commerce
Generation Z has had early access to mobile phones. They’ve seen their utility from the start, and all their buying habits are more inclined towards the phone. Moreover, after the advent of Amazon and Flipkart in India, Gen Z has forgotten what it is like to shop via a laptop or PC.
So, make sure your website is mobile-optimised and the user journey is as short as possible. Eliminate all roadblocks and keep the process simple. Investing in a mobile app can make a huge difference. It creates a faster, more personalised shopping experience, making it easier for customers to browse and buy.
Conclusion
Tapping into Generation Z is not difficult; just know the power of the digital business, and your eCommerce venture is good to go. Some things never change, and user experience is one of them. Even Gen Z expects a smooth, hassle-free experience when shopping online. Shiprocket helps you deliver just that.
With access to top courier partners, smart automation, and easy order management across multiple platforms, shipping becomes effortless. Whether expanding globally with ShiprocketX or ensuring fast local deliveries with SR Quick, everything is streamlined. Just focus on evolving with the trends, and you will easily be able to sell to every new generation that comes.
