Why Gen-Z Seeks Personalization

91% of consumers are more likely to shop with brands who provide relevant offers and recommendations. Today, personalization is not just about having an edge over competition, it's something that shoppers expect through every interaction with the brand. Consumers genuinely appreciate and have come to assume in some ways that there is a degree of personalization provided when they shop online.  And as personalization becomes a non-negotiable for Gen-Z, brands are increasingly reimagining activities that were typically done in a physical space, as digital experiences.

Now, more than ever, retailers need to ensure that they meet customer expectations by being aligned to each individual’s persona, likes and dislikes. No two shoppers are the same and they’re far more likely to remember retailers who appeal to them in unique ways by capturing their unique preferences.  Having personalization could simply mean businesses can now craft custom journeys from the homepage and follow shoppers right into their email.