The future is female: what motivates female Gen Z shoppers?

SAN DIEGO, March 8, 2019 /PRNewswire-PRWeb/ -- Gen Z is on track to outnumber millennials, and they're poised to shake up the workforce and the economy. New research from CPC Strategy, now part of Elite SEM, finds that their values and motivations differ from millennials and other generations, so what can brands do to appeal to this up and coming generation? In recognition of International Women's Day, CPC Strategy looked at the shopping habits of Gen Z women, from where they shop to how they discover new products and what motivates them to buy.

"Gen Z women are unlike any generation before them, they value convenience and speed over price and in some cases brand. Brands who don't understand how to create relationships with them are setting themselves up for a rough ride," said Dalton Dorné́, CMO of Elite SEM. "The bottom line is: Gen Z women are coming, and today's brands should take notice — and take action — if they want to create meaningful customer relationships."

Using data points from "The 2019 U.S. Forecast On Apparel Shopping Trends" and "The 2019 Amazon Consumer Study" (available April 2019), CPC Strategy created a profile of what motivates Gen Z female shoppers. The following are some highlights:

• "Where they shop" - 64.3% Gen Z females have purchased clothing from Amazon in the past 6 months - more than brand sites and other marketplaces
• "How they discover new products" - 72% of Gen Z females use Amazon to discover new products or brands. This is much higher than the industry average of 54% of product searches starting on Amazon
• "Brand vs. Non-brand" - 59.1% of Gen Z females are likely to consider buying off-brand/generic apparel (Kirkland, Amazon Essentials, etc). Making brands work harder to gain wallet-share
• "What they value" - 47.5% of Gen Z females value "free and fast shipping" as their #1 reason for buying clothing on Amazon (more than low price) - making speed a top-motivator for purchasing decisions
• "What they buy" - 35.6% of Gen Z females use Amazon to buy in the category of Electronics, Computers, Office & 33% use Amazon to purchase Health and Beauty products.
• "How much they spend" - 93.3% of Gen Z females spend up to $100 on Amazon every month.

"At the end of the day, there's a lot to learn from this growing cohort of shoppers and how they will shake up commerce," Dorne adds. "For new and unknown brands, it shows that not only can selling on Amazon offer access to these valuable Gen Z shoppers, but it also means a higher shot at adoption, too. For more established brands, it highlights the importance of cost-effective and efficient shipping practices, as well as the value in up-selling, cross-selling and cross-promoting — especially in the group's top categories (health, beauty, electronics, etc.)."

To access The 2019 US Forecast on Apparel Shopping, please visit the CPC Strategy website.

About CPC Strategy
CPC Strategy is a retail-focused digital marketing agency that specializes in driving performance growth on the channels that directly impact a retailer's digital bottom line. Founded in 2007 and acquired by Elite SEM in 2018, CPC executes on ad strategy and management for retailers and brands on Google, Amazon, Facebook, and other product advertising channels. CPC Strategy ranked #1,288 in the Inc. 5000 List of America's Fastest-Growing Private Companies™ and was also honored as a finalist in "Best Places to Work" by the San Diego Business Journal. For more information visit https://cpcstrategy.com/.

About Elite SEM
Elite SEM is an award-winning digital marketing agency founded on Search and focused on holistic performance-driven digital marketing. Elite's expertise spans Paid Search, SEO, Shopping & Feed, Paid Social, Display Advertising, Amazon & Marketplaces, Affiliate Marketing, Conversion Rate Optimization (CRO), CRM, Email Marketing, and Creative Services – collectively supported by Integrated Media Strategy and Analytics/Marketing Science teams. From discovery through acquisition, retention, reactivation and loyalty, Elite's services span all stages of an integrated marketing strategy and through the entire customer journey allowing leading industry brands to effectively and strategically evaluate digital marketing spend and increase cross-channel performance. Clients include: Bombas, Timex, Francesca's, Einstein Bagels, Tommy Bahama, Melissa & Doug, Hugo Boss, Zipcar, and Terminix.

Elite SEM has won several prestigious industry awards and accolades for both culture and performance, including recognition as #1 on Ad Age's Best Places to Work survey. Elite's commitment to people and performance has cemented their position as one of the top digital marketing agencies in North America. For more information, visit http://www.elitesem.com.

Contact:
Megan Leer
CPC Strategy, now part of Elite SEM
mleer@cpcstrategy.com
619.708.9500

*Sources:
"The 2019 U.S. Forecast On Apparel Shopping Trends"
We surveyed 2000 online respondents ages 18 - 65 between November 16, 2018 and November 21, 2018 via the Survata platform. All respondents were screened with the question "Have you ever purchased clothing online?" and only those who responded "yes" participated. Applied specific filter for Women, ages 18-24.

"The 2019 Amazon Consumer Study" (available April 2019)
We surveyed 2000 online respondents ages 18 - 65 between February 19, 2019 and February 25, 2019 via the Survata platform. All respondents were screened with the question "Have you purchased a product on Amazon in the past six months?" and only those who responded "yes" participated. Applied specific filter for Women, ages 18-24.

SOURCE CPC Strategy