Generation Z: The new experience strategy
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Transcript of Generation Z: The new experience strategy
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29/05/14Generation ZThe new experience strategy—
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1960—1981
1976—1996
1995—2010
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THE OLD RULES OF BRANDING NO LONGER APPLY
”BY 2020, TODAY’S 14–19 YEAR OLDS (GEN Z) WILL BE THE LARGEST GROUP OF CONSUMERS WORLDWIDE, MAKING UP 40% OF THE US, EUROPE AND THE BRIC COUNTRIES, AND 10% IN THE REST OF THE WORLD.”
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PROFILING GEN Z
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GLOBAL EVENTS THAT HAVE SHAPED THEIR FEARS AND ASPIRATIONS
2004: The emergence of Web 2.0 (from pure consumption to active participation) / Launch of Facebook
2005: Launch of YouTube
2006: Launch of Twitter
2007: Apple debuts iPhone
Google launches Street View
2007: Global economic downturn
2001: 9/11 terrorist attacks in NYC
2008: Barack Obama is sworn in as the first black US president
2004 2005 2006 2007 20081995 2001 today
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HOW GEN Z SHOPS
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ASPIRATIONAL BROWSING
ASPIRATIONAL BROWSE
It’s about the hunt.Creating a scrapbook.Broadcasting their potential purchases.
x&y
z
see buy
see buy
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RETAIL RELEVANTINSIGHTS—BORN SEAMLESS—SAVVY CYNICS—STAFF RESPECT—GOOD ENOUGH /AGILE—MULTIPLE PLATFORMS—CONSTANT INNOVATION
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STORE DESIGNRELEVANT INSIGHTS
—ORIENTATE BY CONTRAST & COLOUR—DON’T LOOK UP—SIGNAGE IS INVISIBLE—MUSIC = OPEN FOR BUSINESS—TOUCH & ACCESS THE PRODUCT—HIDDEN PRICE TAGS
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FITCH’S FIVE POINT PATH TO PURCHASE
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FITCH’S FIVE POINT PATH TO PURCHASE
FINDINGOUT BROWSING DECISION
MAKING BUYING SHOW& TELL
visibility access reassurance price fulfillment
aspirational browsing
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DESIGNING RETAIL FOR THE CONSTANT STATE OF PARTIAL ATTENTION