Remember the sound a modem used to make when it tried to connect to the internet?
Yes! The loud screeching sound before anyone could ‘surf the internet’? No Gen Z will say yes to this question.
Now, the internet is easily accessible from multiple devices.
As a retailer, the product discovery platform has to cater to a generation born in the age of quick internet and one-day product delivery. With $360B (and growing quickly!) disposable income, Gen Z shoppers have high expectations regarding their product discovery experiences. So, what are these expectations, and how can a retailer meet them?
98% of Gen Z shoppers possess a smartphone, enabling them to connect with ecommerce platforms at any location and time. To maintain a smooth shopping journey, providing a seamless experience across various devices, from laptops to mobile screens, is crucial. Approximately 50% of Gen Z consumers will likely abandon a brand if they encounter difficulty accessing information on their mobile devices. Gen Z has never known what it’s like not to have the world’s most extensive library of information in their pocket.
Reducing attention span due to the presence of highly engaging dopamine-inducing content on social media platforms has made young professionals less interested in text-based product placement advertisements. Incorporating visually appealing content such as high-quality images, videos, and interactive elements in marketing strategies becomes essential.
For Gen Z shoppers, the shopping starts online, scrolling through social media or using apps to discover products. Even when they visit an offline store, they compare prices and check reviews before purchasing. At times, if they find better pricing online, they tend to order from the ecommerce platform.
Since the beginning, being familiar and comfortable with search engines has made Gen Z more confident with “tail” or “long-tail” search queries, with an average search being around four words for millennials. Gen Zers, on the other hand, average five words per search query.
Many retailers focus their resources on optimizing short search queries, known as head queries, which are served well by traditional search strategies such as TF-IDF (Term Frequency - Inverse Document Frequency -“a widely used statistical method in natural language processing and information retrieval”). This strategy makes sense as it targets the most frequently used terms, improving the overall search experience for users. However, focusing on short search queries will result in overlooking a significant opportunity to cater to the generation who prefers to write long and precise search queries.
Now that we have established the expectations of Gen Z shoppers, let's see how Netcore Unbxd and its AI-powered features can help meet these needs and convert shoppers.
A Product Information Management (PIM) platform is pivotal in the omnichannel shopping experience. PIM ensures consistency and accuracy in product information across various touchpoints, such as websites, mobile apps, and social media platforms. For Gen Z, who value authenticity and seek personalized experiences, PIM enables retailers to deliver targeted and relevant product details, fostering trust and connection.
Netcore Unbxd can provide Product Information Management solutions integrated with an intuitive merchandising workbench, enabling retailers to have complete control over their product catalog and its placement, keeping the inventories in check, resulting in a shopping journey tailored to the preferences of Gen Z.
‘Show them what they’re looking for’- This is true for any age demographic in the ecommerce space, but this falls most apt for Gen Z as they respond most to visual storytelling.
Study indicates that Gen Z gravitates toward visual product placements and landing pages more than text-based advertisement. Retailers can simplify their marketing efforts using Netcore Unbxd’s intuitive merchandising workbench, driving attention to personalized and captivating marketing campaigns with a clear CTA. It also allows retailers to implement promotions or remove low-stock items for quicker shopper engagement.
Now, when it comes to the long search queries mentioned earlier, in most ecommerce platforms, search engineers handle search items that fall in the “head” and “mid query” categories combined with user behavior data, yielding accurate search results. But with “tail” or “long-tail” queries, since this is a path less traveled, there is no data to form search result strategies, which results in decreased accuracy and recall. This inefficiency can result in zero search results, even with products in the catalog that match the context of the query.
Netcore Unbxd uses vector search to identify the semantic relationships and understands the shopper’s intent to enhance product discovery and search accuracy and improve the shopping experience.
In today's fast-paced retail environment, catering to Gen Z shoppers' specific and ever-changing needs is crucial. Netcore Unbxd's AI-powered solutions play a pivotal role in meeting these demands. With a mobile-centric, visually inclined, and long-tail search preference, Gen Z shoppers require a seamless shopping experience that accommodates their unique needs.
Netcore Unbxd addresses these needs effectively by providing PIM solutions that enable omnichannel excellence, harnessing the power of visual commerce tools to captivate shoppers, and refining search accuracy with intent-driven technology. By leveraging these solutions, retailers can bridge the gap between Gen Z's expectations and seamless shopping experiences, thus resonating with and converting this discerning demographic.