03 May 2017

Talking Shop

Industry leaders reveal ‘authenticity’ is at the heart of what Gen Z shoppers want.

Talking Shop

Industry leaders reveal ‘authenticity’ is at the heart of what Gen Z shoppers want.

Over 100 retail industry leaders attended the fifth Talking Shop Retailer Engagement Series workshop entitled, ‘From A to Gen Z: Shopping with the Future Generation’.

The event, co-sponsored by AMP Capital and the Australian Fashion Chamber (AFC), brought to life the key findings of AMP Capital’s 2017 Recommended Retail Practice Report, which revealed the best way to engage with Future Shoppers, who are adult Gen Zs aged 18 – 22 years, is to become a part of their
world through transparent, authentic, and sustainable practices; to give back to society and to stand up for something beyond just selling products and services.

The event was hosted by news.com.au’s Editor at Large, social media enthusiast and commentator, Melissa Hoyer, and featured presentations from a range of industry experts including Natasha Ritz, Brand Communications Manager at LUSH Fresh Handmade Cosmetics; Christina Butcher, Blogger at Romance Media; Barrie Barton, Strategy & Insights Director at Right Angle; and Erica van Lieven, Founder and Managing Director at research company Direction First.

The discussions focused on how retailers and brands can build meaningful relationships with their Future Shoppers audience who:
• Are highly engaged with global issues, and value strong ethics and companies whose purpose goes beyond just selling products and services.
• Would trust brands more if they reflected real people and real situations
• Prefer brands that give back to society, with 62% of Future Shoppers admitting they prefer brands that stand for something.

What excites the Gen Z demographic is the opportunity of being involved in something bigger than themselves. For brands and retailers alike, it’s important to recognise that your staff, most of whom would be Gen Y's or Zs, should be treated as your customers. It’s the perfect platform for gaining their feedback and understanding what they're passionate about to ensure your business moves in the right direction.”
Natasha Ritz, Brand Communications Manager at LUSH Fresh Handmade Cosmetics

Barrie Barton, Strategy & Insights Director at Right Angle Studios, highlighted that retailers need to understand the nuances of Gen Z, and to avoid simply thinking of them as a being the same as Gen Y. “Gen Z are the most globally-aware consumers to ever roam the planet, connected at a click to everything
that is happening everywhere on the planet, and extremely skilled at finding out information. What that means is you have an incredibly worldly customer walking into your shop, even if they haven’t travelled out of Australia by the time they are 18.

They have global expectations and are carrying a smart phone with which they can find and purchase anything… so the questions to retailers are: ‘how do you make the most of this moment that you have with them? How are you better than anything they have at their fingertips whenever they are online?”
Barrie Barton, Strategy & Insights Director at Right Angle Studios

The Talking Shop event is a great forum for industry leaders to come together to share their experiences and secrets to success and to discuss relevant insights that will help shape the future of retail.

Retailers that use these insights to create better online and offline experiences for their customers will build engaging and attentive relationships with their customers and will evolve into leaders in the retail space.

Belinda Daly, Head of Marketing at AMP Capital Shopping Centres