Gen Z customers are part of a growing new group of consumers. As a knowledgeable marketer, you must discover what motivates this younger demographic and what aspects of your loyalty programme to emphasise to appeal to them. Instead of viewing brand loyalty as a series of transactions, Gen Z consumers are more likely to view it as an emotional relationship based on “loving the brand they purchase from.” To ensure that your Gen Z consumers remain devoted to your business for many years to come, you must discover a route to their hearts and establish a connection with them.
Who Is the Gen Z Customer Base?
Generation Z, often known as Gen Z, is the generation that came after Millennials and was born between 1997 and 2012. The most technologically adept customers are those in the Gen Z generation, who have grown up using the internet and social media. Their discretionary income is $360 billion, which is more than twice what was predicted three years ago. They represent a generation that is adaptable, quick, and prepared for change. They also come from a time of political unrest, health crises, and climate change, which has made them more frugal consumers who appreciate efficiency and convenience while still being environmentally and financially aware. Companies urgently need to comprehend the expectations of Gen Z because they will soon make up the largest segment of their client base.
Knowledge of Gen Z Mindset
The most varied generation is Gen Z. Their lives are significantly impacted by inclusivity, openness, views against gender discrimination, climate change, and marriage equality. They have never known a world without rapid access to information, entertainment, and goods. They are difficult to advertise to since they would rather pay for services and spend time in ad-free media. More than half of Gen Zers say they trust social media influencers to provide them sound advise about the brands or products they promote, despite their love-hate relationship with social media. Influencers must be reliable when reviewing products and providing feedback, though.
What Generation Z Wants from a Loyalty Program
60% of Gen Z believe all brands should provide loyalty programmes, and 79% of them adore the concept. Compared to previous generations, Gen Z places a higher emphasis on experiences, charity giving, “money can’t buy” rewards, and collaboration benefits. Members of Gen Z (49%) are noticeably less focused on financial rewards, according to The Point of Loyalty’s For Love or MoneyTM 2022 customer research. Additionally, Gen Z prefers novel ways of rewarding themselves, such as receiving awards for recycling (93%) and maintaining healthy habits (83%).
Discover New Ways to Increase Loyalty
To keep participants involved, make sure to design a loyalty programme that is simple to use and delivers alluring and attainable rewards. Generation Z is looking for benefits like free delivery, special prices, free gifts, and immediate access. And they’re prepared to put in the necessary effort to earn those benefits. More than any other generation, Gen Z values free returns and quick shipping.
Additionally, in the age of immediate gratification, Gen Z does not have the patience of Millennials, who must wait three to five business days for a delivery. This segment also values inventive surprises and rewards like philanthropic contributions and brand experiences.
Millennials view becoming truly omnichannel in eCommerce as a tool that will make their lives easier. Gen Z, who has grown up surrounded by technology, aspires to something more tangible and hands-on. They buy across all channels and value the full experience of visiting a physical store, trying on clothing, and making a quick purchase. Gen Z values app-based connection and anticipates a seamless experience that enables them to participate with your loyalty programme at any time and on any channel. Customers could, for instance, scan a QR code while in line by having it displayed in the store. Their welcome coupon will be prepared for redemption by the time they reach the check-out desk.
Developing Lifelong Loyalty With Gen Z Customers
Customers in Generation Z want to be acknowledged for all interactions with your brand. They are open to participating in brand-relevant tasks including playing games, completing surveys, and writing reviews in exchange for incentives. Brands must take full advantage of programme engagement possibilities to keep members engaged between purchases if they want to appeal to this generation. Brands have the chance to gain the allegiance of this significant generation of consumers by carefully considering programme design and investing in customization.