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Rubén Terrazas From Dieste: Stop Trying To Capture Gen Z As Millennials
Manuela Walfenzao| 17 de marzo de 2017
Rubén Terrazas, redactor de Dieste
Rubén Terrazas, Copywriter at Dieste wrote at Provoke Weekly a post entitled Gen Z Comes Poised to Save the Retailing Industry, where he gives some recommendations for the retail industry in order to capture the attention of this generation. “Retailers need to stop approaching them like they would a visually-driven, eight second-attention-span monster (Millennials) and instead start beckoning and cheering them like an eight second-attention-span hero” he said. “If ever more gloomier reports describing the hardships big-name retailers like Target, JCPenney, Sears, and Macy’s are having in the current economy are to be believed, it’s hard to predict any relief anytime soon” Terrazas noted. With the aid of an infographic prepared by Diestes’ Senior Art Director, Jesús Acosta, Terrazas gave five simple steps to capture part of this group -born between 1997 and 2013- with a current $44 billion purchasing power for digital. The first step is that diversity is key, this generation expects to see themselves truly represented. Second, get to the point, quickly, retailers must remember this is an eight second attention span group. Third, keep it real, credible peers, influencers and current customers have to be used as the face and voice of the retail business. Fourth, show, don’t tell, meaning using all kind of visual aids, the more appealing, the better. And finally, make them part of it, using interactive strategies, both in store and in social media, draws them over.
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