Black Friday, the kickoff to the holiday shopping season, is upon us. To capitalize on this sales frenzy, retailers must cater to the diverse communication preferences of different generations, according to a new study by Infobip, a global communication platform.
Infobip’s research reveals a crucial truth: targeted and relevant communication is key. While at least 86% of all generations expect this, crafting a personalized approach for each generation of shoppers is paramount. Here’s how retailers can navigate the communication landscape across age groups:
- Baby Boomers: Appreciating variety over repetitive messages (40% prefer this compared to just 8% of Gen Z), Baby Boomers surprisingly favor chat apps more than Gen X (68% vs. 57%).
- Generation X: This group prioritizes product and service updates, with 73% preferring them compared to only 55% of Gen Z shoppers.
- Millennials: Embracing new communication channels, a whopping 60% of Millennials are comfortable making purchases through chatbots.
- Generation Z: These digital natives crave personalization, with 83% expecting brands to understand them as individuals. Additionally, 65% seek a two-way dialogue with the brands they patronize.
Understanding is Key to Loyalty
“Our research highlights a universal desire amongst shoppers – a friendly, conversational approach through preferred communication channels,” says Ivan Ostojić, Chief Business Officer at Infobip. “However, getting it right is crucial for loyalty and sales growth.”
To address this need, Infobip has created a comprehensive “Generational Messaging Trends Report” alongside a playbook designed to empower retailers and e-commerce firms to optimize their communication strategies and maximize the upcoming shopping season.
By catering to generational preferences, retailers can build stronger customer bonds, drive sales, and ensure a successful Black Friday and holiday season.