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They may be called the iGen (Generation Z, GenZers and so on and so forth) but it looks like the Millennials’ successors are far more likely to spend time offline than their older counterparts. A recent survey carried out by technology company, Foursquare and agency Carat, showed that members of Generation Z – which includes teens and young adults born between 1997 and 2003 – are more regularly shopping in bricks-and-mortar outlets as opposed to online.
They are not severing ties totally with their digital roots, however, GenZ-store-favourites, such as Zara and Sephora, have all begun to integrate digital in-store through the likes of AR and self-service. This shows to play favour with the GenZers as the survey further revealed that 47% use their mobile to enhance their bricks-and-mortar shopping experience.
Digital natives go offline
It seems fast fashion is on the lips of most people these days, however, it is usually reserved for high street stores with low rent factories, not celebrated Italian designer brands such as Fendi. However, in their latest endeavour – a brand installation in Selfridges – the fashion house is turning the phrase on its head, donning their labels on products that will last a matter of minutes.
Fendi branded ice lollies will be sold throughout the month of August in department store giant, Selfridges. The pops, crafted through a collaboration with artisan gelato makers Steccolecco, will set consumers back £4 a pop (pun intended), may seem steep for a sweet, but for a designer brand is a downright bargain.
Source: Fendi
At least that’s according to CEO and Marketing Tech News contributor, Meyar Sheik. Sheik whose company specialises in bringing personalised experiences to businesses and their consumers claims, that there is huge confusion in the industry as to what personalisation actually is and what the best practices around it are.
Sheik states that while the process of personalisation starts with segmentation – grouping shoppers based on demographic – this is only scratching the surface. In his article Sheik says that in order to successfully serve their customer base with personalisations retailers must “combine historical cross-session knowledge of each visitor to their website or app with real-time context, including location, time of day and weather. This will enable retailers to hone the way they target consumers by delivering more relevant content and recommendations that speak to each visitor’s interests and specific circumstances.”
Segmentation breathes personalisation
While it may not appeal to the arachnophobes among us, soon, thanks to Bolt Threads, consumers may find themselves wrapped in spider silk the next time they buy some new attire. Bolt Threads, a bio-fabric manufacturer, has made a huge breakthrough by refining the formula for synthetic spider silk in their lab in California. Though this recent crucial development will spark huge advancements in terms of both clothing and environmental causes, co-founder and CEO of Bolt Threads, Dan Widmaier, says that although this is a great success – 2019 will be the breakout year for spider silk and Bolt Threads.
Spider silk innovation
Whether they are welcomed or not, for school-leavers, this month sees final exam results rear their ugly heads. While this may seem irrelevant to business owners now, the outcome of these academic assessments will have a big effect on the working world over the next few years.
A study, conducted by the U.K’s Chartered Institute of Marketing, has shown that 64% of the population aged 17-19 who have left school in the past six months and are interested in a career in marketing. This means your business may have a big bump in eager applicants in a few short years.
Additionally, the survey revealed that within the marketing space, the next generation is more interested in earning a high salary than working in a position that will help society.
Food for thought? We think so.
Get ready, these go-getters are coming to an office near you in the very near future.
NextGen go-getters
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