Reaching Gen Z Consumers Requires Omnichannel Approach
One of the buzz phrases that has become standard lexicon over the past decade is “meeting people where they are.” That’s particularly important in today’s advertising and marketing vehicles, where businesses are trying to capture the attention of a wide age range of people.
Marketers aim to reach everyone from the “Boomers” – which includes those born in the 1950s to the mid-1960s – to Gen Z (born between 1997 and 2012) – and everyone in between. The latter is especially challenging due in large part to the variety of mediums in which they (and many others) now engage.
The Omnichannel Generation
One of the defining characteristics of Gen Z is their omnichannel presence. They’re in-store, but they also regularly turn to social commerce (like TikTok Shop), direct-to-consumer apps, and loyalty apps —and are more likely to prefer pickup over delivery. “This is the most omnichannel generation, and you really have to be everywhere Gen Z is to connect with them,” said Marta Cyhan-Bowles, Chief Communications Officer and Head of Marketing at NielsenIQ.
To reach Gen Z, manufacturers and retailers must deliver an exceptional customer experience to every consumer, at every engagement, across all channels. To accomplish that goal, they need to create a comprehensive omnichannel strategy rooted in best-in-class data.
The B2B Shift: A New Playbook
The shift toward capturing the attention of Gen Z is particularly important for the B2B community. The generation has rewritten the rules on the B2B playbook, and reaching them is quite different than connecting with previous generations.
“So you know what Gen Z are not? The same buyers as every other generation. And we have to stop treating them that way,’’ Hootsuite CEO Irina Novoselsky wrote.
She added, “With a unique generation of buyers comes the need to challenge everything we thought we knew about selling and business best practices. What we need now is something much more nuanced than a B2B framework — it’s a B2Z™ playbook.”
For better or worse, Gen Z has created a paradigm shift in the way that businesses, advertisers and yes, agencies, connect with a younger audience.
What Omnichannel Really Means
Omnichannel is a term used in e-commerce and retail to describe a business strategy that aims to provide a seamless shopping experience across all channels, including in-store, mobile and online.
Many businesses have already set the template for the omnichannel presence. Ikea, Disney and Nike are among the companies that are doing the best at reaching Gen Z through their omnichannels. “Nike is a retail industry leader by integrating its app environment seamlessly with the shop technology environment, rewarding loyalty through its mobile apps to members on both platforms,” according to Sales Tech Series. “When customers aren’t in the shop, the omnichannel customer experience is just as smooth. Even when customers are not near a Nike Store, the Nike app tailors the experience by suggesting products based on my interests and unlocking experiences tied to geolocation and preferences. Nike is one of the best companies doing omnichannel sales strategies.”
The Ongoing Evolution
Many agencies and advertisers have already worked with businesses to develop their omnichannel strategies. It is clear, however, that to reach the important Gen Z audience many will have to continue to evolve, adapt, and improve their omnichannel engagement.
