At Vibes, we talk about the importance of building trust
before and after a purchase. Trust is especially important for Gen Z consumer,
who are more likely to abandon a brand after a poor digital shopping
experience.
Mobile devices help create seamless digital experiences that
Gen Z and others will love and love. To learn more, download our latest guide,
How Mobile Devices Help You Simplify Your Digital Transformation.
Dive Summary:
Brands are likely to lose younger consumers who are less
tolerant of poor digital shopping experiences and who will quickly abandon
brands. Eighty percent of Gen Z said they were more willing to try new brands
online than before the pandemic, while 57% said they were less brand loyal than
before the pandemic crisis, according to a study by the digital experience
management software company Sitecore.
More than a third (38%) of Gen Z members say they only give
a brand a second chance to correct a mistake before moving on to a competitor.
About three-quarters (74%) of respondents said they would find another retailer
if an online store ran out of stock, while 37% abandoned a purchase or posted a
negative review due to a poor digital shopping experience.
Generation Z has become more sophisticated in e-commerce
since the start of the pandemics, before which 31% of the group had never
bought everything online. Nearly two-thirds (64%) of Gen Z said they want to
keep shopping nearly everything online, which could have ramifications for
brands and their direct-to-consumer and e-commerce strategies.
Summary of the dive:
Generation Z are known to be "digital natives" who
were born after the commercialization of the internet and who grew up using
smartphones, making them comfortable with messaging, social media, and other
applications. When they reach adulthood, gain purchasing power and start
shopping online, they demand instant gratification from their digital
experiences. Retailers and brands must make a lasting impression on Gen Z, or
risk losing them to their competitors, suggests the Sitecore study.
Sixty-three percent of young consumers said they like to
shop online more than in person, making digital platforms a vital part of a
brand experience. After the debut of the sanitary crisis, 87% of the generation
Z ont will declare that the competences in matière d'achat en ligne will be
sont améliorées, 26% will declare that they have used a mobile apparel for the
purpose of an achat for the première fois, they are l ' poll. With a large
percentages of Gen Z wanting to continue shopping almost everything online,
shopping is more associated with using an app or website than setting foot in a
store, the study suggests.
"Brands cannot ignore the power of bad digital
experiences when it comes to Gen Z and their shopping habits," said Paige
O'Neill, Sitecore's chief marketing officer, in a statement. "This group
has rapidly shifted its significant purchasing power online, and the pressure
will continue to mount on retailers until they can deliver an exciting
experience."
Eighty-three percent of Gen Z said they viewed online
shopping as an experience and not just a transaction. They have high
expectations, and three-quarters want new and exciting experiences when
shopping online. 71% of respondents want the experience to be personalized and
76% said their favorite brands should reward them for their business, according
to the survey.
Gen Z also expects fast service, with 80% saying that
retailers that can deliver in less than 24 hours are more attractive. More than
a third (37%) said that free shipping was the most important consideration when
shopping online. Gen Z also want websites that perform well on mobile devices
(53%), remember users' shopping preferences (46%) and offer personalized
suggestions (43%) about products, according to the study.
