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 Razorfish research report that reveals attitudinal behavior of Alphas, contrasts that behavior with Gen Z and offers up insight for retailers on how to reach the up-and-coming shopper.

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 Razorfish report:

  • 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," Josh Campo, CEO at Razorfish, stated in a release on the findings. "Their favorite brands are more aligned with their parents than the children and teens of generations past, and more than half of them first hear about these brands through digital channels."

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 Generation Alpha when it comes to a seamless customer journey and conversational engagement, and how retailers can create a digital-first CX strategy for Alphas, RetailCustomerExperience reached out via an email interview to Jason Raymer, senior VP, revenue and client experience at iQmetrix. The company is focused on providing rewarding experiences for telecom retailers and customers.

Q. Who or what is the definition of a Gen Alpha?

A. Generation Alpha is the wave of children born to Millennial parents. These children are born after 2010 and are still being born, so the oldest of them are 13. This means that this is the next wave of teenagers starting to use smart devices — and many will soon be old enough to buy those devices themselves. Even those who are not yet old to make the purchase will have strong opinions about what they want. Telecom retailers need to start understanding this consumer demographic now to be ahead of the purchasing trends that are coming.

Q. How does the Gen Alpha differ from other consumer demographic groups, such as Gen Z, for the telecom retail sector?

A. Gen Alpha is the first generation to be born with the mobile device in their hand during developmental years. This has created a generation that views knowledge as a commodity, as it's always at their fingertips and used accordingly. This creates savvy shoppers that will require retailers to offer hybrid shopping channels that can offer a customer journey that is completely frictionless and seamlessly integrated, no matter which purchasing channel you're in.

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 North America, which means that coverage no longer becomes a factor in purchasing for Gen Alpahs. This requires new value propositions to be built and applied within acquisition strategies.

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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