Causes, convenience and calls to action are helping brands successfully court the youngest demographic, writes Oded Edelman of Signet Jewelers.
The following is a guest post from Oded Edelman, president of JamesAllen.com and chief digital innovation advisor of Signet.
The former 'it' generation is getting older. Millennials' purchasing power is on the verge of being surpassed by the next generation of consumer: Generation Z. Forward-thinking retailers are starting to heed the digital preferences and consumer expectations of this burgeoning market.
Unlike millennials who grew up with technology as more of a convenience than a necessity, Gen Z sees it as an integral part of their daily lives. In fact, they cannot remember a time before the Internet. They anticipate a shopping experience that leverages technology in new and innovative ways, yet still provides the reassurance of being able to interact with a real, live human being.
At JamesAllen.com, we’ve managed to achieve this in a few key ways; our proprietary Diamond Display Technology allows customers to view actual diamonds magnified up to 40 times in 360° HD; a virtual try-on feature on the mobile website shows users how a particular ring will look on their hand, eliminating much of the guesswork; and finally, if there’s any lingering doubt about making such a hefty purchase online, we provide a Real-Time Diamond Inspection service that helps build trust by connecting our customers to a non-commissioned certified gemologist who will walk them through the more technical aspects of their diamond.
Oded Edelman is the chief digital innovation advisor at Signet Jewelers.
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In order to target a particular demographic, it’s essential to know what qualities it values most in a business. Gen Z favors honesty and authenticity, and they relate better to companies that make an effort to come across as human. We’ve always been proud of our record of giving and this year, we even enabled customers to partner with us through a new "Giving Tuesday" initiative that continues throughout December. We’ve pledged to donate $50 to Jewelers for Children for any purchase made on any Tuesday this month.
We also help our customers share their experiences in an authentic way through our Customer Engagement Moments, which highlight proposal stories from around the world. Seeing real people using a service inspires confidence in a company’s ability to deliver, similar to how a bustling café draws in more patrons than an empty one.
Gen Z shoppers are looking to be engaged by retailers and brands. They’re in it for the long haul, so you’d better be prepared to cultivate a long-term relationship with your customers.
Here are our top tips to help you bridge the gap between the physical and online worlds, and to turn those challenges into opportunities.
Jim Beck, the President of Baytech Mobile has been working with clients to help them engage the mobile consumer through text message marketing solutions and strategies. He loves to help others implement text marketing into their businesses He hopes you enjoy this mobile marketing blog as much as he does writing it!