SHOPFLOOR
YOUNGER SHOPPERS DRIVING SHIFT TOWARDS MORE IMMERSIVE EXPERIENCES
Research released from Snapchat has uncovered the trends that Generation Z are leading in shaping online and retail culture. The global study, of nearly 5,000 Gen Z – the term used to refer to the generation born between 1997 and 2012, growing up with technology, the Internet and social media – carried out in partnership with Crowd DNA, revealed a significant shift toward this cohort embracing immersive shopping experiences.
T
he results also highlighted what motivates Gen Z to engage with brands, what brands need to do to build deeper connections, and why brands need to embrace AR (Augmented Reality) to remain
relevant.
As the true ‘digital native’ generation, visual communication is key for Gen Z, with 92 per cent of UK respondents saying they have used some form of visual communication when messaging friends, and three in five say that they are using it to get a more personal connection. This group has embraced AR, with 93 per cent of respondents interested in using AR for shopping according to the study. In the UK other key findings include: 88 per cent are interested in using AR to try on makeup or clothes; Half agree that digital avatars/Bitmojis help them to express themselves; 60 per cent saying AR experiences feel more personal; More than 60 per cent say that AR experiences make life easier; More than half of Gen Z are more likely to pay attention to an ad that incorporates AR.
The study revealed that Gen Z care deeply about society and the
environment, and the social impact of their lifestyles, with 66 per cent in the UK study saying they feel a responsibility to make the world a better place. 67 per cent also state they find value in taking action for the collective good, and these respondents are three times more likely to want to use AR shopping tools to help reduce carbon emissions and their personal environmental impact.
The study also showed that Gen Z values relationships now more than any other generation, with nearly three in four also agreeing that connecting with close friends is the simplest way for them to feel happier. Nearly 70 per cent of UK Gen Z respondents actually plan on spending more time connecting in person than before the pandemic (versus 63 per cent of Millennials and 59 per cent of Gen X). Jo Tenzer, Head of EMEA Marketing Insights at Snapchat, comments: “This global study of 5,000 is a true barometer of how Gen Z are feeling and communicating. A powerful theme emerging from the study is the particularly strong desire among Gen Z to create meaningful connections with people and brands.
“Brands need to respond to this by being open, honest and clear with their goals, motivations and values. With a desire to express their true selves creatively and visually, Gen Z are also seeking fun, personalised,
34 • FOOTWEAR TODAY • DECEMBER 2023
immersive and social experiences. AR offers the tool for brands to seamlessly facilitate this by enhancing real world experiences.” Daniel Todaro, Managing Director of Gekko Field Marketing, adds that Snapchat is just one of many social media platforms that has captured the imaginations of the digitally savvy, in particular Gen Z. “This generation’s love of visual communication and augmented reality lends itself beautifully to the customer journey and destination retail, whether online or instore. The emotional connection is immediately created for those who are immersed in AR, that can be brought to life on the shopfloor.
“It then becomes the job of the brand and the retailer to make that journey one that translates into a sale. It’s not quite there yet but is certainly gaining ground and defining a cultural shift towards how the generations are beginning to and may continue to be shopping in the future, whilst remaining true to themselves.”
DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
