{"id":98174,"date":"2021-07-12T15:34:40","date_gmt":"2021-07-12T14:34:40","guid":{"rendered":"https:\/\/evc.extramilecommunications.dev\/millennials-and-generation-z-changing-the-face-of-retail\/"},"modified":"2024-07-02T15:08:30","modified_gmt":"2024-07-02T14:08:30","slug":"millennials-and-generation-z-changing-the-face-of-retail","status":"publish","type":"post","link":"https:\/\/www.evcargo.com\/pl\/millennials-and-generation-z-changing-the-face-of-retail\/","title":{"rendered":"Millenialsi i pokolenie Z: zmiana oblicza handlu detalicznego"},"content":{"rendered":"

Od pokolenia Z do pokolenia wy\u017cu demograficznego \u2014 przeprowadzono wiele bada\u0144 na temat zwyczaj\u00f3w zakupowych r\u00f3\u017cnych pokole\u0144, a firmy musz\u0105 reagowa\u0107 na r\u00f3\u017cne priorytety w zale\u017cno\u015bci od tego, kto jest ich ulubionym klientem.<\/p>\n

Straszne jest my\u015ble\u0107, \u017ce ostatnie pokolenie, \u201eGen Z\u201d, nigdy nie zna\u0142o \u015bwiata bez Internetu. To cyfrowe pokolenie odzwierciedla si\u0119 w ich preferencjach zakupowych, korzystaniu z medi\u00f3w spo\u0142eczno\u015bciowych jako kana\u0142u zakupowego, dokonywaniu wi\u0119kszo\u015bci zakup\u00f3w online i przeprowadzaniu powa\u017cnych bada\u0144 w celu por\u00f3wnania cen, styl\u00f3w, dost\u0119pno\u015bci itp. przed dokonaniem zakupu.<\/p>\n

Je\u015bli chodzi o starsze pokolenia, takie jak Gen X i Baby Boomers, s\u0105 one bardziej odporne na inicjatywy marketingowe i wielkie deklaracje, wol\u0105c trzyma\u0107 si\u0119 maksymy \u201eje\u015bli co\u015b wydaje si\u0119 zbyt dobre, aby by\u0142o prawdziwe, to zazwyczaj takie nie jest\u201d. Chocia\u017c b\u0119d\u0105 korzysta\u0107 z Internetu do bada\u0144 i mog\u0105 by\u0107 skuszeni do zakup\u00f3w online, maj\u0105 tendencj\u0119 do robienia zakup\u00f3w w sklepach stacjonarnych. I maj\u0105 wysokie oczekiwania co do obs\u0142ugi klienta, opieraj\u0105c swoj\u0105 lojalno\u015b\u0107 wobec marki na tym, jak czuj\u0105 si\u0119 traktowani.<\/p>\n

Zmiana oblicza handlu detalicznego<\/strong><\/p>\n

Wed\u0142ug badaczy do 2020 r. millenialsi i generacja Z b\u0119d\u0105 stanowi\u0107 ponad 60% konsument\u00f3w detalicznych, wi\u0119c bran\u017ca musi si\u0119 zmieni\u0107, aby dostosowa\u0107 si\u0119 do ich nawyk\u00f3w zakupowych. Analitycy sugeruj\u0105, \u017ce handel detaliczny b\u0119dzie ewoluowa\u0142\u00a0wi\u0119cej w ci\u0105gu najbli\u017cszych pi\u0119ciu lat ni\u017c w ci\u0105gu ostatnich 50<\/a>, nap\u0119dzane zmieniaj\u0105cym si\u0119 profilem konsument\u00f3w; rozw\u00f3j w takim tempie niesie ze sob\u0105 ryzyko dla sprzedawc\u00f3w detalicznych, je\u015bli nie b\u0119d\u0105 oni przygotowani na zmian\u0119 obecnych praktyk.<\/p>\n

Jedn\u0105 z kluczowych zmian, kt\u00f3re wprowadzaj\u0105 konsumenci z pokolenia Millenials\u00f3w i generacji Z, jest podniesienie priorytetu ekologicznych referencji produktu (wszechobecny \u201ezielony konsumpcjonizm\u201d). Te dwa pokolenia, bardziej ni\u017c jakiekolwiek inne, s\u0105 bardzo \u015bwiadome zar\u00f3wno kwestii ekologicznych, jak i etycznych, kt\u00f3re n\u0119kaj\u0105 globaln\u0105 wiosk\u0119 i chc\u0105 wiedzie\u0107, \u017ce ich sprzedawcy detaliczni i produkty s\u0105 r\u00f3wnie \u015bwiadomi i reaguj\u0105, gdzie tylko mog\u0105. Aby pog\u0142\u0119bi\u0107 problem, te grupy wiekowe r\u00f3wnie\u017c postrzegaj\u0105 \u015bwiat jako bardzo dost\u0119pny, cz\u0119sto podr\u00f3\u017cowa\u0142y znacznie dalej ni\u017c poprzednie pokolenia i dlatego chc\u0105 m\u00f3c do\u015bwiadczy\u0107 egzotycznych produkt\u00f3w, gdy wr\u00f3c\u0105 do domu. Wykorzystuj\u0105c technologi\u0119, sprzedawcy detaliczni i w\u0142a\u015bciciele marek zajmuj\u0105 si\u0119 tym, gromadz\u0105c wi\u0119cej danych o produktach, przeprowadzaj\u0105c szczeg\u00f3\u0142owe audyty etyczne, oceniaj\u0105c ca\u0142y sw\u00f3j \u0142a\u0144cuch dostaw w celu zidentyfikowania problem\u00f3w (i zaj\u0119cia si\u0119 nimi u \u017ar\u00f3d\u0142a) i nalegaj\u0105c, aby ich dostawcy wdro\u017cyli r\u00f3wnie solidne standardy. Niestety, prawie niemo\u017cliwe jest uwzgl\u0119dnienie natury ludzkiej, wi\u0119c gdy standardy zostan\u0105 ustalone, b\u0119d\u0105 one stale wymaga\u0142y walidacji. Tutaj wkracza innowacyjna technologia. Powinna by\u0107 na pierwszym planie i w centrum uwagi w d\u0105\u017ceniu do ustanowienia i utrzymania silnej polityki etycznej z danymi dostawcy, utrzymywanymi wraz z odpowiedni\u0105 dokumentacj\u0105 i wszystkimi informacjami o produkcie aktualizowanymi na bie\u017c\u0105co.<\/p>\n

Podobnie jak nasi konsumenci z pokolenia Millenials\u00f3w i Z domagaj\u0105 si\u0119 wi\u0119kszej uwagi dla ekologicznego konsumpcjonizmu, tak samo coraz cz\u0119\u015bciej oczekuj\u0105, \u017ce produkty i asortymenty b\u0119d\u0105 stale i szybko ewoluowa\u0107. Nasze starsze pokolenia s\u0105 bardziej przyzwyczajone do produkt\u00f3w, kt\u00f3re s\u0105 trwa\u0142e i wykorzystuj\u0105 ka\u017cd\u0105 uncj\u0119 zakupu, ale obecnie ubrania s\u0105 cz\u0119sto kupowane bez oczekiwania, \u017ce przedmiot b\u0119dzie modny przez d\u0142ugi czas. Tak wi\u0119c nasze m\u0142odsze pokolenie jest odpowiedzialne za kolejne nowe zjawisko, \u201eszybk\u0105 mod\u0119\u201d, kt\u00f3ra, podobnie jak wymagania etyczne i \u015brodowiskowe, mo\u017ce przysporzy\u0107 sprzedawcom detalicznym b\u00f3lu g\u0142owy, gdy pr\u00f3buj\u0105 nad\u0105\u017cy\u0107 za tempem konsumpcjonizmu. Wymagania dotycz\u0105ce szybszego wprowadzania produkt\u00f3w na rynek stale rosn\u0105, a podobnie jak w przypadku handlu etycznego, technologia mo\u017ce zaoferowa\u0107 du\u017ce wsparcie w osi\u0105gni\u0119ciu tego celu. W wprowadzanie produkt\u00f3w na rynek zaanga\u017cowany jest ogromny zesp\u00f3\u0142, wi\u0119c je\u015bli komunikacja i udost\u0119pnianie informacji s\u0105 rozproszone w ca\u0142ej sieci, b\u0142\u0119dy wkradaj\u0105 si\u0119, op\u00f3\u017anienia s\u0105 nieuniknione i nie ma jasnej widoczno\u015bci w trakcie procesu. Jest to ogromnie nieefektywne; op\u00f3\u017anienia w wprowadzaniu produktu na rynek nie tylko stanowi\u0105 niepotrzebny koszt, ale r\u00f3wnie\u017c prowadz\u0105 do utraty sprzeda\u017cy i potencjalnego niepowodzenia nowego asortymentu.<\/p>\n

W obliczu ci\u0105g\u0142ej niepewno\u015bci zwi\u0105zanej z Brexitem, trudnych warunk\u00f3w handlowych w wysoce konkurencyjnym \u015brodowisku i zapotrzebowania na obni\u017canie koszt\u00f3w, konieczno\u015b\u0107 nad\u0105\u017cania za najnowszymi generacjami stanowi prawdziwe wyzwanie dla wielu firm. Musz\u0105 jednak zda\u0107 sobie spraw\u0119, \u017ce technologia, daleka od bycia nieuzasadnionym kosztem, mo\u017ce zaoszcz\u0119dzi\u0107 znaczn\u0105 ilo\u015b\u0107 pieni\u0119dzy i, bior\u0105c pod uwag\u0119 zmiany, z jakimi mierzy si\u0119 bran\u017ca, mo\u017ce by\u0107 r\u00f3\u017cnic\u0105 mi\u0119dzy rozwojem firmy a obserwowaniem, jak konkurencja p\u0119dzi do przodu.<\/p>","protected":false},"excerpt":{"rendered":"

Od pokolenia Z do pokolenia wy\u017cu demograficznego \u2014 przeprowadzono wiele bada\u0144 na temat zwyczaj\u00f3w zakupowych r\u00f3\u017cnych pokole\u0144, a firmy musz\u0105 reagowa\u0107 na r\u00f3\u017cne priorytety w zale\u017cno\u015bci od tego, kto jest ich ulubionym klientem.<\/p>","protected":false},"author":5,"featured_media":183302,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[206],"postlocation":[],"posttype":[],"postservice":[],"class_list":["post-98174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-software"],"acf":[],"yoast_head":"\nMillennials and Generation Z: Changing the face of retail - EV Cargo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.evcargo.com\/pl\/millennials-and-generation-z-changing-the-face-of-retail\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Millennials and Generation Z: Changing the face of retail - 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