Mind The Gap: What Different Generations Want From Retailers

mind-the-gap:-what-different-generations-want-from-retailers

Retail executives often talk about the need to improve the online and in-store customer experiences, drive in-store traffic, and to
engage with customers in meaningful ways. But, this is easier said than done—especially across generational cohorts. For example, the youngest generation, Gen Z, is exceedingly different from baby boomers. Gen Z is the first generational cohort that is truly digitally-native, having never lived in a world without smartphones, social media and Amazon. They know how to navigate their phones to find the information they need, and interacting on social media is the norm. In contrast, baby boomers don’t have this same comfort level with technology, and because of this, they engage with brands in different ways. The differences extend across all generational cohorts, not just between Gen Z and baby boomers.

Meeting the needs and desires of each generation is like walking a tightrope: It takes balance, skill and planning to make it all work. Today’s retailer must appreciate that everything is connected. 

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