We are bombarded, through the media, every day with messages about millennials and what they want, how to market to them, what they engage with.
But to focus exclusively on millennials means that we often forget about the next generation coming through.
What is Generation Z?
Whilst a millennial can be defined as anybody born between 1980 and 1996, those belonging to Gen Z were born anytime between 1997 and the 2010s.
At first glance, there doesn’t seem to be that much of a difference between them, but look a little closer and you will see that there are some subtle but important differences:
- Gen Z customers are digital natives; whereas millennials witnessed the advent of mobile and digital technology, Gen Zers know no different.
- Millennials gravitate towards brands that share their values, whilst those who belong to Gen Z prefer brands to feel authentic, and be ethically and morally aware.
- While Facebook was the darling of millennials, a lot of those born into Gen Z aren’t even on Facebook and prefer image-based apps like Snapchat and Instagram.
- Unlike their millennial counterparts, Gen Z babies are pragmatic and focussed on saving money rather than being idealistic.
So, what does this tell us about how to target Gen Z customers and what should we do differently when marketing to them?
Well, they grew up in a recession rather than an economic boom and were mostly raised by Gen Xers rather than Baby Boomers.
This means that their values are ever so slightly different to those of millennials.
How can we market to them and how can you use your digital kiosk to target this group?
Here are some thoughts:
- Make it an experience rather than solely focussing on product. Members of Gen Z are too savvy to be taken in by the hard sell.
They are used to scanning past adverts and filtering out the more commonplace sales tactics.
Focus on showcasing how offering will benefit them and what experiences it will bring. Don’t focus on the product and why it’s amazing; sell them a feeling.
- Incorporate use of video. Bring video clips into your kiosk experience.
YouTube is the go-to platform for Generation Z when they are looking for entertainment or to watch a feel-good video. But they also use it to improve their knowledge and gain new skills.
Gen Z are used to creating, using and engaging with video content, so don’t miss this opportunity to target this important group.
- Engage with your customers. Reviews and feedback play a crucial role in your business development and when building up brand trust.
If you are trying to target Gen Z then you need to not only gather feedback, but also use it and respond to it.
Make sure you include a short feedback survey on your kiosk software and have a way to respond to feedback too.
You could even include information about how you have listened to customers and already changed X, Y, or Z based on their suggestions.
- Emphasise your dedication to privacy. When you ask for information from your audience, make sure that you collect it with transparency and offer an easy-to-locate opt-out.
Reiterate that you are committed to keeping their data safe and secure and that you won’t use it for any other purposes unless they have given their express permission.
Less than a third of teens are comfortable sharing their personal details online unless they can be sure that the brand is trustworthy and would protect their data.
Target Gen Z with digital signage and kiosks: Conclusion
If you can keep these points in mind when choosing your kiosk and its software, you will be more likely to boost the trust your audience have in your brand and increase engagement with your Gen Z customers. Find out more – contact us today to discuss our options for your digital kiosk.