Restaurant and retail design has shifted in recent years to keep up with an evolving consumer base. This group of individuals driving change is comprised of tech-driven, forward thinking, social-sharing consumers; the type of consumer who comes into every space with the optimism and attention span that can influence how others see and react to the brand.
It is essential that each category speaks to their consumer base; matching campaigns, products and services to a relevant audience. This isn’t so new. What is new is a look at how three generations of consumers, and their preferences for shopping and interacting brands, differ and in some ways are the same.
How can companies utilize this info and pair the in-store experience to relevant campaigns for their audience? As a team dedicated to staying on the cutting-edge of the industry, Chute Gerdeman set out to discover how to best communicate with generations that need to be swiped right, matched with, and marketed to.
of Gen Z is still driven by in-store experiences
of Millennials are still driven by in-store experiences
of Boomers are still driven by in-store experiences
Gen Z
Shopping Habits
Millennial
Shopping Habits
Boomer
Shopping Habits
-NRF, BusinessWire, AdWeek, Store Brands, & Sales Floor
Gen-Z in particular is now the single largest audience segment
Gen Z
Millennials
Boomers
-of the U.S. population
-Marketing Land
Gen Z
Social Media Consumption
Millennial
Social Media Consumption
Boomer
Social Media Consumption
-MediaKix & PEWResearch
Key Takeaways
When it comes to having a post-worthy and shareable moment, brands are discovering that brick-and-mortar stores and restaurants provide the perfect setting. This selfie-nation is driven by experiences their friends, family, and followers haven’t seen before. Creating a space that has the ability to encourage discovery and interest is the ultimate escape for any age group.
Gen Z and Millennials have much in common when it comes to consumption and incentives, but creating content that can uniquely speak to each group while still seeming relevant and trustworthy is key. The differences between Boomers and their younger cohorts could be described as disparate, but the variety of outlets in which they consume information and media is an opportunity to remind them that the in-store experience is the best place for education and entertainment.