By Rieva Lesonsky
The oldest members of Generation Z turn 18 this year. If you think teens are not worth targeting—you’re wrong. They spend about $2,500 of their own money (mainly on food, clothes and video games). In all, about $830 billion a year is spent by and on behalf of Gen Z.
Before you can sell to them, you need to find them. According to a report from Accenture, Gen Z is leaving older shoppers “in their digital dust.”
There is good news: They love to shop in brick-and-mortar stores, as well as online, of course. But if you want to get Gen Z into your retail store, there are some smart moves you should make.
Getting Gen Z into your stores
Who’s #1? YouTube tops the list of popular social sites for Gen Z. Nearly twice as many Gen Z shoppers as millennials check videos on YouTube before making a purchase. You also need a presence on Instagram, Snapchat and Twitter.
Offer free Wi-Fi. 40% of Gen Z shoppers get opinions and advice from their friends and family before buying anything. They expect your store to have free Wi-Fi so they can quickly connect with their social circles.
Be a “social listener.” Gen Z likes to share their opinions—40% frequently give feedback, such as writing reviews. Make sure you listen to what they’re saying, and respond to their feedback. They don’t like businesses that don’t listen to them.
Ask for their opinions. Don’t wait for Gen Z shoppers to share their opinions—ask them! They’re responsive. Try asking some quick questions on Snapchat or Twitter.
Share. When you get positive feedback from them, share it on social media.
Create a sense of community. Ask Gen Z to share photos or videos of their purchases and themselves on your social media accounts. Engage them in contests or polls.
A picture is worth… This is especially true for these young shoppers. Images are more important than text in influencing their decisions. Use photos whenever possible in your social posts.
Make a movie. Gen Z loves online video—that’s why YouTube is tops with them. (witness their YouTube addiction). Share quick, live videos on Snapchat or Instagram.
Be active. They have a short attention span, so make sure your social media presence is active. A steady stream of new posts, photos, videos and comments will keep them interested—and coming into your store.
What are they buying? Popular fashions for teen girls right now include athleisure (especially yoga wear), vegan accessories, patchwork denim and embroidered dresses and tops are in-demand as well. (You can find all these fashions and more on Alibaba.com.)