How can retail space design agencies stand out among GenZ?

As time moves forward, new consumer profiles and behaviours are surfacing. With these new elements in the game, brands have to pace up and adapt accordingly. And young consumers are becoming the priority; labels need to get on the ground and show more effort, especially when it comes to GenZ.

Statistics and studies show that the youth population of the world would reach 1.3 billion, which the business groups should be mindful of, seeing that this generation has $360 billion purchasing power in the US alone. Understanding their wants will prove to be a big hurdle for the brands as these people require genuine efforts to listen to their demands and create a system that values them.

Known for purchasing both online and offline, these people are in search of something unique, which is the biggest asset for businesses. That's why, in this article, we are going to discuss what retail space design agencies can do to attract the younger generation.

Showing tangible positive change in the stores

This is an era where we are witnessing a real shift towards mission-led brands. With youth being socially responsible and aware of all the goods and bads that prevail in society, they demand tangible results, pushing the brands to depict solid numbers or showcase their commitment towards a cause instead of just spiralling the words. Six out of ten people will buy based on a brand’s mission and values.

That's why brands need to commit to a cause for the long term and be transparent about showing the changes they have bought via store designs. They need partnerships and collaborations with similar-minded influencers via some in-store Q&A sessions. This can also lead to co-creation which will automatically hike up consumer engagement and interaction with the brand.

Providing digital detox spaces

The young minds have come to an age where they really need a space to calm down and relax. They understand that their unhealthy obsession with mobile technology is going to drown their lives. That's why they are on the lookout for a place that can act as a safe space for them.

Some cozy corners or lounge areas with books, board games or some other offline activities can be ‘it’ for people who want to enjoy some of their time being away from technology.

Rewarding loyalty

To have a loyal consumer base, brands have to reward already existing ones. This not only creates an emotional connection but also leaves the consumers with memorable experiences.

Couple financial intensives with emotions because, right now, the crowd is filled with emotional shoppers. So, free shipping, discounts, and birthday and complimentary gifts would be a good move. Launch exclusive initiatives like memberships and subscriptions to make people feel seen and valued.

Initiatives like these will keep people coming for more, alongside building a powerful community.

Tapping into the care culture

As the depression level among the youth rises, the need for retailers to spread positivity and uplift anxiety and negative feelings has increased. That's why brands should invest in the creation of safe and welcoming spaces within the store beyond the barriers of judgements and any restrictions.

Using colour psychology and choosing calming and soothing colours and lights alongside ample of white space where people can move freely will help them take a breather. Plus, launching products or naming product lines that can resonate with them would be a great hit among these people.

For example, Dieux Skin has named its eye masks as ‘crying accessories’. The US-based skincare brand also outlined the benefits of crying, which turned out to be a profitable move.

Financial support

With economic crises peeking from the top, consumers are stretching every penny for survival. GenZ has 86% less purchasing power than baby boomers due to rising prices, and inflation isn't helping the situation.

What this group of people need right now is financial benefits. Because even though these people want to spend, they simply can't because of their financial restrictions. They are following hacks, cutting off their expenses, and looking for cheaper alternatives to bring more value.

For example, Venmo has created a series, namely, Money Talks. This is an initiative by the payment app to simplify complicated money-related conversations.

Creating a friendly vibe

GenZ is known for creating connections with others and among themselves. That's why they value real connections. This will be the key to attracting people because, in reality, no matter how many connections they make online and offline, they are the loneliest group among all the generations.

This cohort has a hunger for being sociable because of their trait of feeling extremely lonely. Brands can create a well-versed offline and online ecosystem that connects to this group and gives them a sense of hope while also building trust.

Being a self-taught generation, this squad also appreciates the chance to learn something new. So, hosting workshops, sample tastings, or some events would be a great move to drive sales while also creating a unique identity.

For example, Mitsubishi collaborated with D'Art Design to create a genuine and authentic essence in their store. The design firm came up with a unique design that unified all the elements that the brand wanted in one place, which created a surge of people visiting the store.

Key Takeaways

In conclusion, the need for brands to vow GenZ is continuously increasing. That's why they need to keep a close eye on this squad and take every opportunity they can to lure these people. From leaning towards community-centric events or pop-ups to rewarding loyalty, there's a lot that brands can do to keep this age group by their side. However, that won't happen till they genuinely listen and adapt accordingly. So, the most important factor among all will be analysing this generation and their behaviour to be on the top of the game.