New research from global communication platform Infobip highlights how different generations want to communicate with businesses and brands ahead of Black Friday.
More than eight in 10 people born between 1995 and 2012, referred to as Generation Z, expect a brand to understand them as individuals, and 65 per cent of them have demanded a two-way dialogue with the brands they buy from.
In terms of communication channels, millennials (people born between between 1981 and 1996) stated that they are more open to new communication channels, with 60 per cent of millennials surveyed stating that they are comfortable making purchases through chatbots.
Meanwhile, although Baby Boomers (people born between 1946 and 1964) apparently favour chat apps more than Gen X (people born between between 1965 and 1981), they are less accepting of repetitive content, with 40 per cent demanding more varied communications than Gen Z.
More than seven in 10 Gen X surveyed by Infobip stated that they prefer to receive product and service updates, turning out to be far more optimistic to such updates when compared with Gen Z, only half of whom opted in for such updates.
Overall, at least 86 per cent of all generations expect targeted and relevant communications according to Infobip’s research, which called for retailers to take a more personalised approach for each generation of shoppers.
Black Friday is often viewed as the start of the Christmas shopping season. Millions of consumers search for deals online, providing retailers with a growing opportunity to increase sales and strengthen brand presence.
Even a 5 per cent increase in customer retention can boost profits by more than 25 per cent, according to management consultancy Bain & Company.
However, creating an appropriate omnichannel strategy to communicate with consumers across four generations can be challenging. Get it wrong and brands may lose sales or even loyal customers, Infobip’s Generational Messaging Trends Report reveals.
Ivan Ostojić, Chief Business Officer at Infobip, concluded: “Our research shows that most shoppers, no matter their age, want brands to engage with them like with a friend through conversational channels and say it will increase their loyalty. However, brands must get customer communications right to enhance loyalty and grow sales. That’s why Infobip has analysed what each generation prefers and published a new report and a playbook to help retailers and e-commerce firms make the most of the shopping season.”
