Almost half (46%) of UK Gen Z customers have abandoned a brand because they grew ‘bored’ of them, despite previous loyalty. The same rings true for 29% of other generations.
The new research from SAP Emarsys has also found that almost a third of Gen Z have tried a new brand when they see its creative marketing techniques. 31% of Gen Z are enticed by new brands that use ‘cool’ content and imagery.
28% of Gen Z, compared to 17% of other demographics, also seek out brands that aim to provide ‘memorable experiences’. This research into Gen Z behaviour indicates their desires for brands to be doing more for customer experiences, and that this will have a lasting impact on their loyalty.
“It’s clear that consumers today, not just Gen Z, expect more than ‘business-as-usual’—they want meaningful and memorable experiences. The key to delivering that is personalisation for every customer,” says Sara Richter, CMO at SAP Emarsys.
Two-thirds of marketers further agree that AI is essential for boosting customer engagement for all demographics. The tech can optimise the entire marketing process — from customer segmentation to campaign execution and performance analysis.
With generative AI, marketing can save an average of 2.3 hours on manual tasks in the launch of a marketing campaign. Instead, allowing them to focus on driving innovation and revenue growth.
“Brands that embrace AI-powered personalisation are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high,” Richter explains.