For the last few years retail customer experience has been all about focusing in the Gen Z consumer.
For the next few years it's likely the focus will pivot to the Gen Alpha — a consumer population projected to hit 2.2 billion this year, according to a
In short, while Gen Z was the digital native consumer, Alphas are digital ninjas that are early to adopt and leverage the latest tech.
Consider these stats from the
- Before the age of 6, more than 40% of Alphas have used a tablet.
- By the time they turn 7 years old, more than half are using video game consoles.
- Just 31% of Gen Z values having the latest technology, compared to 63% of Alphas.
"Alphas are mature beyond their years, and their tech proficiency has largely contributed to their information access,"
The big tip for retailers and brands is this: Don't view Alphas as just younger Gen Zs. They're more Gen Z than Gen Z, at a younger age.
To get deeper insight on the influence of
Q. Who or what is the definition of a
A.
Q. How does the Gen Alpha differ from other consumer demographic groups, such as Gen Z, for the telecom retail sector?
A.
Q. What does the telecom retail sector, or any retail segment, need to know about the Gen Alpha consumer?
A. Gen Alphas were never faced with vintage networks that required patience and understanding of slow internet browsing. These networks allowed carriers and their retailers to leverage the quality, availability, and coverage of networks to be differentiator in their marketing materials to previous generations. In 2023, we have parity in carrier networks for consumers across
Q. How can retailers start now to serve or meet the Gen Alpha's needs?
A. Create and establish transformation efforts now that will be — or already are — table stakes, such as:
- Offering ease of tap payments through wireless terminals.
- Digital signage that can easily be updated in a centralized environment that ensure customers can navigate and obtain the information they need to purchase.
- Inventory and promotional offer availability that is across all forms of distribution to best accommodate the hybrid shopping experience.
- Fully integrated and seamless hybrid shopping channels.
Q. What do Gen Alphas want in the telecom retail experience — and what don't they want?
A. Gen Alphas are better connected than any other generation while lacking confidence in day-to-day human interactions. This will require retailers to have better personalization in offers while using mediums that are viewed favorably. The foot traffic of Gen Alphas in physical stores will show a desire to self-navigate with instant access to key information such as plan pricing, financing offers, and availability of these promotions without a sales associate explaining it, as other generation have become accustomed to. We are faced with the challenge of truly making the complex simple within telecom, and those who are laggards today will pay the price as Gen Alphas move off their parents' plans and choose their own carriers and devices.
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