Over the past several years, Millennials have been one of the hottest topics in marketing and loyalty. But the spotlight is slowly shifting to the younger generation, Generation Z. This group represents the future of marketing, and has grown up in a world much different than previous generations. Members of Generation Z are also tech – savvy, being exposed to things like social media and smartphones from an even younger age than the previous generation makes them experts from a really young age.
Generation Z values experiences over material goods, as previous generations do. This can be considered a continuing trend in which experiential rewards are crucial for them. Social media have played an important role in this continuous trend, as younger generations are enthusiastic to post unique experiences on their profile as a “honored” for having been there.
Having this buying power on your side would be very beneficial for every business, but it’s quite difficult to approach them, retain them and hardest of all to maintain them. Here are some key ways you can secure the participation of this generation in your loyalty program.
- Omni-channel
Generation Z is digital native, they use daily 3-5 devices, so the loyalty program should be accessible and optimized for all different devices and platforms. Easy and fast interface for mobile devices might be more important for this generation than having a beautiful desktop website. Social media, a huge chapter for this generation, making your content available in the medias they spend will incorporate your brand into their daily routine, making your program more accessible and more relevant.
- Variety of awards
Young kids, considered to be Generation Z, have been taught decision making from a young age, so providing them a variety of awards (experiential, discounts, product, NGO etc.), they will have to choose among them, which is a natural procedure they know how to follow.
- Personalization & Innovation
Members of Generation Z, are used to create their own interface according to their taste, but for this generation this is not enough, they want to be involved in the creating process and they are open to ask them directly what they want from your loyalty program. Try it!
- Give information clearly and be original
Growing up with the ease of information, this generation can find everything through the web. They appreciate more, having original ideas. Also, giving information clearly and not having hidden information they should find will be considered as a plus when approaching this generation.
- Help the world
Generation Z is more sensitive than other generations. Being exposed daily in thousands of news around the world, they much appreciate social responsibility. Keep that in mind and take action!
