Kshitij Bhanu’s Post

As a retailer, you need to be taking advantage of generational marketing’s benefits; full stop. It’s true, some experts advise against painting your business into a corner with this approach. They say it’s too limiting. That it doesn’t serve the full scope of your consumer base. Overgeneralizations about a single generation are never a good thing. Yet, there are distinct benefits of understanding fundamental generational differences. This is particularly true within eCommerce—how consumers buy and how they perceive brands. Here’s an example: PeakActivity works with a clothing retailer that traditionally targeted women within an older demographic. What this company didn’t fully understand was that younger women were also browsing its products. One key mistake in this case was language. Younger women were unclear about what the term “misses” meant, having not shopped for items with such a descriptor. The retailer was missing critical information; insights that *would* have been revealed by being more conscientious about strategies such as: ✔ Implementing A/B testing ✔ Analyzing Google Analytics data ✔ Reassessing language used in marketing messaging At PeakActivity, we’ve seen the benefits of investing in such efforts firsthand. Here’s what we’ve witnessed: 1) Brands that do generational marketing (well) tend to reach additional audiences—in comparison to brands that are narrowly focused on the one audience they deem “the one.” 2) Reaching different audiences requires looking at your data in different ways. For instance, running different A/B tests and experimenting with tactics like product selection or promotions. 3) It’s crucial to keep an eye on how new audiences are developing for your specific product line. If you’re that clothing brand, at some point your customer is going to "age out" of your product. Who do you have to backfill the void? 4) If you have a separate brand marketing team, it’s essential to include them in your eCommerce strategy work. Break down those silos! (More on this in a subsequent post.) Generational marketing IS effective, when approached in the right way. Remember, it’s not about overgeneralizing. It’s about using the data to inform your efforts. #GenerationalMarketing #eCommerceStrategy #DataDrivenDecisions

Get insights on what drives Gen Z purchases and loyalty. If advertisers are targeting this demographic, exclusive offers are key to getting their attention. #GenZ #customerloyalty https://ow.ly/ufsN50RzUpX

🤯 Gen Z broke the marketing funnel. Did they break retail too? Last week, on the same day that Matches Fashion went into administration Vogue Business published their report on Gen Z shopping behaviour. I couldn't help but spot the parallels between retailer's challenges, and the shift in consumer behaviour outlined in the report. According to Vogue Business, Gen Z have done away with the traditional, linear marketing “funnel.” And retailers have failed to keep up. When eCommerce was born, the aim was convenience: to make it easier for people to purchase products from the comfort of their homes. But fast-forward 15 years and the eComm experience has hardly changed, whilst consumer behaviour has shifted dramatically. Today, instead of a linear marketing “funnel” Gen Z’s shopping journey is an “infinite loop of inspiration, exploration, community and loyalty.” With the birth of social media and search engine innovations, retailers lost ground as sites of discovery and exploration, instead simply becoming facilitators of purchases. But convenience is no longer enough. The next generation of retailers needs to offer more. They need to be an exploration, discovery and social destination in their own right. Read the full report here: https://lnkd.in/gHBvHdZz #genzretail #genz #consumerbehaviour #fashionretail #socialcommerce #retailinnovation #fashiontech

Don't Be a Faded Trend: How to Stay Relevant with Your E-commerce Audience (Even When They Change) Balance consistency with evolution to keep your target audience engaged and coming back for more. Staying top-of-mind with your e-commerce audience requires a delicate dance: consistency builds trust, but stagnation breeds boredom. Here are 3 tips to help you find the sweet spot: 1. Master the Art of Micro-Innovations: Don't overhaul your entire brand identity every month. Instead, focus on introducing small, strategic tweaks that keep things fresh. This could involve updating product packaging, introducing seasonal collections, or even experimenting with new social media ad formats. 2. Track and Analyze Customer Behavior: Your audience is your best source of intel. Pay close attention to website analytics, customer reviews, and social media engagement to identify evolving preferences. Are there new features they're constantly requesting? Are there buying habits you hadn't considered? Use this data to inform future product development and marketing strategies. 3. Embrace Transparency and Feedback: Building trust with your audience means fostering open communication. Be transparent about upcoming changes, and actively solicit feedback through surveys, polls, and social media interactions. Let your customers know their voices are heard – and be prepared to adapt based on their input. By maintaining consistency in your core values and brand identity while constantly innovating on the fringes, you can keep your e-commerce audience engaged for the long haul. #ecommercetrends #customerengagement #ecommercemarketing

America’s Leading Media Expert Michael Levine Declares: Black Friday Launches a Holiday Shopping Surge – and Online Sales Are Set to Soar Again! SUBHEAD: Data from 2022 Offers a Clear Signal: Online Shopping Will Dominate the 2023 Holiday Season. FOR IMMEDIATE RELEASE November 30, 2024 LOS ANGELES, CA – Thanksgiving may bring the turkey, but Black Friday serves up the semi-official start of the holiday shopping season in the United States. According to Michael Levine, America’s leading media expert and best-selling author, this period marks a pivotal shift in consumer behavior, with online shopping poised to take center stage once again. Drawing from U.S. Census Bureau data, Levine highlights a staggering trend: online retail sales reliably surge in the fourth quarter of each year. In 2022, online sales for the October-December period reached $303.1 billion—23.4% higher than the average of the preceding three quarters. “This is not just a seasonal spike; it’s a seismic shift in how Americans shop,” Levine noted. “In the fourth quarter of 2022, online sales accounted for 16.3% of all retail activity, compared to just 14.1% for the rest of the year. These numbers underscore the growing dominance of e-commerce.” With $793.7 billion in e-commerce already recorded in the first three quarters of 2023—comprising 14.9% of total retail sales—analysts predict another robust fourth quarter. Levine urges businesses to prepare for the digital shopping frenzy by optimizing their online platforms, offering seamless user experiences, and capitalizing on targeted promotions. “This holiday season, more than ever, shoppers will turn to their devices. The question for retailers is: Are you ready to meet them there?” www.BoundlessMediaUSA.com

Given the latest research indicating Gen Z's evolving spending habits and increased selectivity (research indicates growing regret 56% from impulsive shopping), coupled with content overload across industries, brands could consider several watchouts: 1. Enhanced Consideration in the Funnel: Clear communication of the value proposition is crucial to boost customer confidence. Ensuring clarity in messaging throughout the consumer journey can help reduce subsequent regret. 2. Compelling Storytelling: Authentic and relatable narratives that resonate with Gen Z consumers are likely to emphasize emotional connections, particularly in sectors like beauty. It fosters deeper engagement and loyalty. 3. Expanded Media and Digital Presence: To capture Gen Z's attention amidst a saturated digital landscape, it is essential to build strong presence across various platforms and channels. Being accessible to consumers wherever they are increases the likelihood of engagement and fosters brand awareness. By prioritizing these watchouts, brands can adapt to the shifting preferences of Gen Z consumers and establish meaningful connections that drive sustainable growth.

🚀 "When Shopping Gets Real: My Eye-Opener at Brandy Melville" 🚀 So, I was out shopping with my daughter at The Domain, not expecting anything out of the ordinary. Then we walk into Brandy Melville and bam – it hits me. This place only sells sizes XS and S. That’s it. At first, I’m like, “Wow, that’s gutsy.” And then, as a marketing and sales psychology expert, I start thinking deeper about what’s going on here. This move by Brandy Melville isn’t just about selling clothes. It’s about saying, “This is who we are, and this is who we’re for.” They’re drawing a line in the sand, and it’s bold, maybe even a bit controversial. But here’s the kicker: it’s kind of genius. They’ve created this vibe where if you’re in, you’re really in. It’s not just shopping; it’s belonging. This moment at Brandy Melville sharpened my perspective on a key marketing principle: strategic exclusion. It’s a profound tactic, not just about the products we sell but about forging a distinct brand identity and meticulously choosing our audience. Brandy Melville’s decisiveness in catering exclusively to XS/S sizes is a masterclass in audience segmentation. This isn’t exclusion for its own sake; it’s a deliberate choice to attract and deeply connect with a specific demographic. It showcases the power of being unequivocally clear about who your brand is for and, just as importantly, who it’s not for. This strategy transforms the brand into a beacon for its tribe, making it a standout in the saturated landscape of retail. 👉 Are you bold enough to disqualify clients?

Check out our latest blog post, "Gen Z: Redefining the Future of Retail - Part 1," where we explore how Generation Z is revolutionizing the retail landscape. Born in the digital age, these tech-savvy consumers demand authenticity, inclusivity, and sustainability from brands. With unparalleled digital fluency, they navigate social media platforms like Instagram and TikTok, shaping their shopping habits and preferences. Gen Z prioritizes purpose-driven brands and pushes for diversity in advertising and product offerings. Brands must adapt to these evolving expectations to stay competitive. Stay tuned for Part 2, where we reveal top marketing strategies to engage and captivate Gen Z! https://lnkd.in/gtrEdVGG #RetailEvolution #GenZImpact #DigitalFluency #PurposeDrivenBrands #SocialMediaMarketing #DiversityAndInclusion #SustainableRetail #FutureOfRetail

The survey of more than 23,000 people in 18 countries was conducted by marketing data and analytics business Kantar. The findings sit in the context of preliminary research from the Unstereotype Alliance with Oxford University’s Saïd Business School, which revealed that progressive, #inclusive advertising drives a sales uplift of over 16 per cent when compared with less progressive ad content. Inclusive advertising was also shown to have a significant impact on consumer loyalty, buying intentions and a brand’s pricing power. https://lnkd.in/ddYQc_wa