Gen Z prefer two-way dialogue with brands

By Agencies

Retailers need a personalised approach for each generation of shoppers, this is according to the global communication platform Infobip’s Generational Messaging Trends Report.

A personalised approach for customers is critical for retailers as it helps meet their evolving consumer expectations and maintain a competitive edge in the market. This can also enhance customer experiences and drive growth.

According to Forbes, 44 per cent of consumers say that they will likely repeat a purchase after a personalised shopping experience. Personalisation instils trust by showing customers that your company listens to, understands, and can respond appropriately to their specific needs.

Data from Infobip shows that 65 per cent of shoppers under the age of 27 prefer a two-way dialogue with brands, 83 per cent expect brands to understand them as individuals while at least 86 per cent of all generations expect targeted and relevant communications.

Across generations

Ivan Ostojić, Chief Business Officer at Infobip stated that their research shows that consumers across generations want brands to connect with them in a conversational, friendly way, which boosts loyalty.

“However, brands must get their communication strategies right to achieve this. Creating a successful omnichannel communication strategy that caters to multiple generations can be complex. A poorly executed strategy risks alienating potential customers or even losing loyal ones,” he said.

Highlighting how different generations prefer to engage with businesses, the research revealed that baby Boomers are more likely to resist repetitive content, while Millennials are more open to making purchases via newer technologies like chatbots.

New Infobib report says Gen Z and millennials prefer more creativity in business communication, the messages need to capture their attention and include an element of entertainment and humour.

Source: PD Online