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Half of Gen Z Shoppers Expect Websites to Anticipate Their Needs

Half of Gen Z Shoppers Expect Websites to Anticipate Their Needs

The Center for Generational Kinetics researches how different generations of shoppers discover and interact with retailers and brands. In a recent study of Generation Z – shoppers currently aged between 2-19 – they found that 50% of these shoppers won’t go to a website that can’t anticipate what they’re looking for.

Let’s take a look at what that means for your business. These statistics can be easy to dismiss if your target audience isn’t particularly young: small children don’t do a lot of their own shopping. However, children do influence their parents’ purchasing decisions, and they grow up quickly. The experience and expectations they have of technology will be fully formed by the time they have their own money to spend. These expectations aren’t formed in a bubble: Gen Z’s parents, relatives and friends also value highly personalized shopping experiences.

We’ve learned how to deliver highly personalized shopping experiences on multiple platforms. The in store experience can be highly personalized; the same is true of social media and online advertising, where targeting tools can be used to pinpoint specific audience segments. However, when the ads work and the shopper takes the next step and visits the business’ website, the personalization stops; the experience becomes much more one-size-fits-all.

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Creating a personalized website requires making use of analytic data. Every time a visitor comes to your website, their behaviors are recorded; over time, these records reveal shopper preferences and trends. While it’s not quite possible yet to deliver a truly individualized experience, smart websites can currently learn from a retailer’s existing customer base enough to create highly tailored experiences that satisfy more than one audience segment. The technology to make this happen is now becoming available to and affordable for small business owners, preparing them to satisfy today’s customers as well as tomorrow’s. Gen Z is growing up faster than you think!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office