Kuala Lumpur, Malaysia – A new study by Infobip has recently revealed the distinct preferences of different generations when interacting with businesses ahead of the Singles’ Day shopping promotions.
While 86% of consumers across all age groups expect targeted messages, this research shows the importance of tailoring strategies to each generation’s unique preferences.
The report also reveals that Baby Boomers desire more varied communications while 73% of Gen X prefer receiving product updates.
The younger generations, millennials and Gen Z, are more open to new communication channels such as chatbots. Additionally, 83% of Gen Z desire brands to understand them, with 65% wanting a two-way dialogue with brands.
With millions of consumers shopping online, retailers need to increase customer retention to boost profits. The preference for online shopping also provides retailers the opportunity to strengthen their brand presence.
Ivan Ostojić, chief business officer at Infobip, said, “Our research shows that most shoppers, no matter their age, want brands to engage with them like with a friend through conversational channels and say it will increase their loyalty. However, brands must get customer communications right to enhance loyalty and grow sales. That’s why Infobip has analysed what each generation prefers and published a new report and a playbook to help retailers and e-commerce firms make the most of the shopping season.”
