Despite Gen Z being heralded as our first true Digital Natives, almost all members of Generation Z prefer to shop in bricks-and-mortar stores: “their last great experience is their new expectation.”
Gen Zers, more than any other generation are not seeking places to buy stuff but are demanding experiences rooted in personal connection. That doesn’t mean throwing budget at a glut of temporary popup ‘experiences’ but making personalisation, theatre, interactivity and creativity the cornerstones of long-term retail strategy.
The current crisis coupled with the demands of Gen Z should be seen as a much-welcomed rallying call that resets creative retail, allowing brands to rip up the rulebook and embrace innovation, creativity.
In this session brand wizard and experiential genius Meredith O’Shaughnessy will explore how to make this happen:
– What Gen Z can teach us about the experience economy and retail’s new landscape
– What integrated experience strategies look like in our post-corona world
– How a DTC customer strategy will future proof your brand
– Case studies in brand-defining experiential retail
More about the speaker
As an award-winning independent Creative Strategist I give brands the unique insight and strategic vision they need to succeed in the new Experience Economy. An expert in emotion-led marketing I advise the world’s top brands on the retail strategies that create real fans. A creative representative for the government’s GREAT campaign with global clients from Unilever to Autograph Hotels, my mission is to inspire impactful, sustainable campaigns based on meaningful experiences not meaningless stuff.
BT Skills For Tomorrow
With the spread of the coronavirus, having the right digital skills to do business online is more important than ever. That’s why BT developed new learning content and is working with a range of brilliant partners, such as Google Digital Garage, Small Business Britain and Great British Entrepreneur Awards to run a host of free webinars with experts to help SMEs cope.
These online courses will help SME owners and their employees improve their digital skills through new online tools, social media advice and new digital tips and tricks, empowering them with the skills they need today during these challenging times.
Our Skills for Tomorrow website also brings together a series of free business-focused courses.