Skills
MAKING THE MOST OUT OF THE
DIGITALLY SAVVY GEN Z WORKFORCE
Social commerce (shopping directly through social media platforms like Instagram, TikTok, and Facebook) is booming, and Gen Z is at the forefront of this trend.
Mark Williams, managing director EMEA at WorkJam argues that, amid rising costs and financial pressures, retailers must prioritise investing in the employee experience to drive performance, engagement, and long-term success.
R
esearch shows that more than half of Gen Z use social media for shopping inspiration, and the social commerce industry in the
UK is predicted to more than double in the next four years, rising from £7.4 billion to almost £16 billion by 2028. Te Gen Z generation is the secret weapon
retail managers can use to boost sales from social commerce. As digital natives who grew up with social media, they can act as trendsetters with the know-how to influence purchasing decisions across all age groups. However, it is important not to overlook the
power of social media engagement to drive sales on the shop floor. Across the board and in the most surprising cases, social commerce is proving to be a means of driving customer demand for physical stores – customers see products on social media and set out to get them. Tese include major brands such as Apple, Nespresso, Specsavers, and Bumble, to name but a few.
34 | May/June 2025 By recognising that the retail journey oſten
starts online and finishes in-store, or vice versa, a tech-fluent Gen Z workforce should be given the opportunity to engage with customers throughout the omnichannel experience. By embracing this dual-role approach, retailers can maximise sales conversions, improve customer engagement, and create a more seamless omnichannel shopping experience. As a retail manager, the best thing you could
do is to hand the power over and empower your Gen Z workforce to take charge and aid the fluid transition between online platforms and physical stores. A connected and empowered workforce will boost sales. Frontline workers interact with customers on
the shop floor, day in and day out. Tey see what customers are spending the most time looking at, can overhear in-store conversations about the latest products and promotions, and speak directly to the customers at checkouts. Perhaps
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