The Impact of Gen Z on Clienteling: What Retailers Need to Know

A new generation of shoppers is taking center stage - and sales teams tasked with turning challenges into opportunities, and creating a dynamic approach to customer engagement. Generation Z is ushering in a new era of consumer behavior, and with a strong inclination towards luxury, eco-conscious, and socially responsible brands, they carry considerable purchasing power and momentum within the industry. This generation, born between 1996 and 2010, are rapidly rising in the ranks with a growing annual spending of $143 billion. As this generation enters adulthood, they are beginning to enjoy disposable income and retailers are under increased pressure to fulfill their shopping desires.

Clienteling is a fundamental approach for sales teams wishing to successfully adapt to the next generation of consumers, and hone in their strategy. Gen Z are the most tech-savvy among today's consumers, including Baby Boomers and Generation X, and exhibit dramatically different shopping behaviors. Crucially, they have established a new benchmark for what they expect from both in-store and online services. Brands aiming to secure their loyalty should adopt clienteling techniques and technology that resonate with this audience. In order to effectively engage and cater to their Gen Z shoppers, sales teams need to have insight into the unique needs and preferences of this dynamic generation.

Talking About A Generation

Gen Z was born into a digital world, where technological advancement marked every aspect of their lives. This group often prioritizes convenience, personalization, and seamless experiences across various channels. For retailers to endear themselves to this generation, embracing digital solutions is the only option if they want to satisfy this group of consumers and their unique expectations when it comes to retail experiences. They need to offer a seamless integration between their online and offline shopping experiences. As Gen Z’s lives fluidly shift between digital and physical realms, they expect the same effortless transition in their shopping journeys.

To meet the expectations, retailers must provide tailored experiences that cater to their preferences - all without creating a transactional relationship. They expect retailers to offer mobile apps, online shopping, and personalized recommendations based on their browsing and purchase history. Moreover, they value convenience and efficiency in their shopping experiences, which has led to the rise of services like same-day delivery and curbside pickup.

They demand authentic interactions and the seamless integration of technology into their shopping journey. For retailers, capturing the hearts (and attention) of Gen Z shoppers requires staying ahead of the tech curve. Mobile shopping apps and conversational commerce are just a couple examples of the client engagement techniques that resonate with this generation. They place significant importance on the opinions of others—whether through reviews, personal recommendations, influencer endorsements, user-generated content, or peer influence. For them, shopping is not just about acquiring products; it’s about finding status symbols, markers of belonging, and unique experiences. In essence, they seek luxury. Gen Z values transparency and sustainability, making it crucial for retailers to communicate their practices and commitment to providing an ethical, responsible and curated retail journey. More than anything, this market seeks engaging and rewarding interactions with brands that incorporate a human element, necessitating value driven experiences that are designed to be remembered.

For sales teams, offering unique experiences and interactive elements will be pivotal in capturing the attention and loyalty of Gen Z. Interactive displays, mobile integration, and immersive in-store environments are essential components of creating memorable shopping experiences for this digitally literate generation. Omnichannel shopping isn’t just a preference for Gen Z—it’s an expectation. They seek consistency and fluidity across all touchpoints, whether they’re browsing online or visiting a store. Sales teams need to recognize this and enhance their omnichannel offerings by integrating sophisticated clienteling and customer service solutions to ensure a superior, cohesive experience.

Ultimately, Gen Z’s shopping behaviors and preferences are deeply intertwined with their social and ethical values. For them, shopping is more than a transaction; it’s a reflection of their identity and beliefs.

Aligning Needs and Values

For Gen Z, convenience is just part of the equation. They also prioritize aligning their purchases with their values. This generation is significantly more focused on social responsibility, inclusivity, and ethical practices than their predecessors. Indeed, research suggests that 80% of Gen Z base their purchases on a brand’s mission.

Gen Z doesn't just talk about their values—they act on them, choosing to support brands that share their commitment to social equity and positive change. Brands seeking to capture Gen Z's loyalty must not only offer convenience but also actively champion the causes important to this socially conscious generation.

How To Capture The Hearts (and Wallets) of Gen Z

Understanding the unique characteristics, needs, and behaviors of Gen Z is the first step toward adapting retail strategies. To position themselves as competitive industry leaders and secure long-term success, brands must embrace clienteling solutions that cater to the digitally-native and tech-savvy generations.

Experience Driven

To captivate Gen Z and Millennials, store visits need to be both engaging and enjoyable - basically anything but boring. To meet these expectations, many brands are creating innovative in-store experiences, such as hosting events or offering unique services.

Personalized service is another key strategy. By gathering and utilizing customer data, sales associates can tailor their interactions to match each customer's preferences, even offering relevant discounts as a pleasant surprise. Both generations are willing to pay a premium for products and share their personal data if it means receiving customized and pertinent communications. Clienteling platforms can facilitate this, empowering teams to deliver this level of personalized service with detailed histories and consumer insights. By accessing information on preferences, purchase history, and significant dates, associates can provide tailored recommendations and a seamless, convenient service. Personalization goes beyond just knowing a client's name; it involves understanding their preferences, purchase history, and browsing behavior. With the help of advanced analytics and AI-powered algorithms, retailers can deliver tailored product recommendations that resonate with each individual shopper.

This personalized approach isn't confined to in-store experiences. Retailers can extend their engagement online, ensuring a continuous and cohesive customer journey at every touchpoint, which is exactly what Gen Z expects.

Short and Seamless Shopping

Typecasts of Gen Z characterize them as craving instant gratification and having short attention spans. Whilst this stereotype is more cliche than reality, it is true that Gen Z do not want to waste time waiting in line. They expect a seamless and swift shopping experience, where efficiency is a given. To cater to these expectations, retailers should leverage mobile checkout technology that enables sales associates to process transactions anywhere on the sales floor. This not only eliminates the need for Gen Z shoppers to wait in line but also aligns with their preference for a fast and frictionless shopping journey.

Long checkout lines and stock checks become a thing of the past when retailers offer mobile checkout options. New technology, including mobile clienteling units, empowers retailers to effectively showcase and communicate their sustainability and social responsibility efforts to value-conscious clients.

Retailers gain real-time access to comprehensive product data and information on ethical practices, enabling transparent details about sourcing, manufacturing, and environmentally friendly initiatives.

By equipping associates with mobile devices for on-the-spot checkouts, stores can enhance the clienteling experience, providing Gen Z with the immediacy they value. This approach not only speeds up the checkout process but also allows associates to engage more personally with customers, offering a tailored and efficient service that resonates with this generation’s demand for quick and seamless interactions.

Expectations and Access

Having grown up with instant access to information, Gen Z enter the store with the expectation that sales associates are as knowledgeable and connected as they are. With 80% of Gen Z conducting thorough online research before making purchases, they anticipate that in-store sales teams will match, if not exceed, their understanding of products and inventory.

To meet these expectations, sales associates need more than just basic knowledge—they should have real-time access to global inventory and clienteling tools. This allows them to swiftly check product availability and provide immediate answers without the delay of searching a backroom or desktop POS system. Moreover, equipping associates with advanced clienteling technology enables them to create virtual shopping carts and send personalized recommendations through email, SMS, or live chat. This approach transforms the shopping experience, making it seamless and tailored for Gen Z's digital and omnichannel lifestyle.

By leveraging these tools, brands can not only reduce wait times and enhance in-store efficiency but also extend their sales reach beyond the physical store, connecting with Gen Z customers on their preferred platforms and devices.

Building Trust and Loyalty

Gen Z, unlike their Millennial counterparts, largely avoids credit cards, influenced by banking regulations from the early 1990s and a strong preference for staying debt-free. Instead, they favor digital payment methods, reflecting their tech-savvy nature. This younger generation is accustomed to using mobile wallets and other digital payment options, making seamless digital transactions a must for retailers aiming to cater to them.

Gen Z assumes all their payment interactions will be quick and digital - anything else is a disappointment. Brands and sales teams must therefore be equipped to handle payments through various digital channels to meet these expectations. Personal information and security is also a major theme for this generation - unauthorized data access is a major fear, making it crucial for retailers to reassure these customers about how their data is protected and used. To build trust, retailers should be transparent about their data practices and demonstrate strong security measures. This approach not only aligns with Gen Z's preference for digital payments but also addresses their need for data security, fostering a safer and more confident shopping experience. By integrating secure, user-friendly digital payment solutions into their clienteling strategies, retailers can better connect with Gen Z, providing the seamless and secure transactions they demand.

Clienteling with BSPK

Clienteling solutions like BSPK provide sales teams with real-time, data-driven insights to better cater to client preferences. This enables personalized interactions that make consumers feel like the brand truly understands them. Retailers can leverage BSPK to engage customers directly and offer personalized promotions. This approach aligns with the digitally-centric lifestyles of Gen Z fostering authentic connections and establishing retailers as trusted and relevant brands.

Through personalized interactions, sales teams can educate consumers about their products with well versed and personalized information, reinforcing the brand's commitment to their clients. Gen Z are particularly attuned to retail environments that resonate and align with them as individuals, and they actively seek out brands that share their values. By embodying a transparent and communicative approach, sales teams can align the brand with the priorities of these generations and earn their trust and loyalty.

Gen Z is arguably the most informed client ever, armed with a wealth of information. To capture their attention and engagement, retailers must employ strategies that resonate with their digital fluency. This includes creating compelling online and in-store experiences that align with their values and preferences. Retailers that offer bespoke and treasured experiences are more likely to meet the expectations of Gen Z consumers and keep them coming back for more.

Adapting to the changing face of the modern shopper, especially the next generation of consumers, requires a strategic implementation of clienteling platforms solutions like BSPK. Retailers that prioritize personalized brand engagement, seamless omnichannel experiences, immersive in-store environments, and a commitment to open communication will thrive in the ever-evolving retail landscape. By understanding and catering to the unique needs of these generations, retailers can secure lasting connections, foster client loyalty, and position themselves as leaders in the retail industry. As the retail world continues to evolve, the key to success lies in embracing change and meeting the evolving needs of each client. Download BSPK today and transform the shopping experience for this new generation of consumers.