Gen Z shoppers are set to have driven £2.5 billion in spending during the January sales, with individuals spending an average of £171, according to new research from SAP Emarsys. And the research uncovers the top“red flags that cause Gen Z to head to competitors, as well as the green flags brands must adopt to win their hearts and their business.
Sara Richter, CMO at SAP Emarsys, said:“Personalisation empowers brands to create value for Gen Z wherever they are—on their phones, engaged, and eager for experiences that feel tailored to them. By understanding individual preferences and acting on them in real-time, across multiple channels, brands can create the kind of loyalty that lasts.”
THE RED FLAGS THAT RISK TURNING GEN Z AWAY:
- 27%: Treating personal data irresponsibly
- 27%: Sending excessive marketing communications
- 26%: Charging for returns
- 18%: Failing to reward long-term customers
- 14%: Failing to personalise a shopping experience
GEN Z GREEN FLAGS – HOW TO WIN LOYALTY:
- 43%: Of Gen Z show their loyalty to a brand by having the brand’s app downloaded. This signifies the importance of delivering high quality apps to keep this generation immersed and loyal in a brand
- 27%: Offering memorable experiences, like personalised services or events
- 23%: Being ‘iconic’ and relatable on social media
- 22%: Are more loyal to brands that use AI to improve their shopping experience
- 17%: Collaborating with relatable influencers and celebrities