Pic: PR Newswire
Around one-third of Gen Z consumers in the US either end up abandoning a purchase or posting a negative review due to a poor digital shopping experience, according to a research by Sitecore, a leader in digital experience management software. Hence, the research said that Gen Z, with a shopping power of $143 billion, quickly cancels brands and moves on.
Advanis conducted the survey among 2,142 US consumers, including 1,061 consumers aged 18-24, to understand their purchasing preferences. With Gen Z, brands must get it right or suffer the economic and reputational consequences. According to the survey, fifty-seven percent are less loyal to brands than before the pandemic and 80 per cent are now more willing to try new brands online. Retailers have no room for error as 38 per cent of shoppers only allow a brand a single second chance before switching to a competitor. If an online store is out of stock, 74 per cent of Gen Z will move to another retailer. On the flipside, 76 per cent believe that their favourite brands should reward them for their patronage, according to the Sitecore research.
Before the pandemic, almost a third (31 per cent) of Gen Z, digital natives, had never purchased anything online. Since COVID-19, the vast majority (87 per cent) state their online shopping skills have improved, with 26 per cent using a mobile device to make a purchase for the first time. 63 per cent find online shopping is now more enjoyable than in-person, with nearly two-thirds (64 per cent) identifying as digital converts who want to keep buying almost everything online, Sitecore said.
An overwhelming majority (83 per cent) of Gen Z view online shopping as an experience rather than a transaction and has lofty expectations. Three quarters want new and exciting experiences when they shop online, and 71 per cent expect a highly personalised experience. Speed of delivery is critical, with 80 per cent finding retailers able to deliver in less than 24 hours more appealing. In addition, 37 per cent identify free delivery as the most important element when shopping online. To improve the experience, Gen Z wants brands to take action to ensure their website works well on mobile devices (53 per cent), remembers shopping preferences (46 per cent), and provides personalized suggestions (43 per cent), Sitecore said in a press release.
“This study highlights that brands can't ignore the power of poor digital experiences when it comes to Gen Z and its shopping habits. This group has quickly shifted its significant spending power online, and pressure will continue to mount on retailers until they can deliver an experience that delights. Brand loyalty has evaporated and there is no margin for error any longer from browsing through to delivery. The ability to consistently create personalised experiences is critical to secure the wallets of Gen Z. This puts technology firmly at the centre of this new battle for retailers,” Paige O'Neill, chief marketing officer, Sitecore said.
Fibre2Fashion News Desk (GK)
Around one-third of Gen Z consumers in the US either end up abandoning a purchase or posting a negative review due to a poor digital shopping experience, according to a research by Sitecore, a leader in digital experience management software. Hence, the research said that Gen Z, with a shopping power of $143 billion, quickly cancels brands and moves on.