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Those retailers who are in sync with their customers have made it a point to take back this critical insight: Gen-Z pays more attention to the stories that tell a brand’s value and mindset. This allows them to engage with a brand. One example of this was Skybags launching a rap anthem for the younger generation
to celebrate the reunion with school and college friends. Skybags roped in Remo D’Souza to launch the contest to drive recall, which eventually paved way for UGC. Several D2C brands, too, have used social media platforms to create trends, which have in turn become campaigns with Gen-Z recreating those brand messages. When RAI Chairman Biju Kurien was addressing a panel during the recently concluded ReTechCon 2022, he asked the following questions: “There are several questions that arise when you talk about the customer experience. What do we know about the customer? Why do they visit the store? Why are store visits still lower than online purchases? What is the perfect balance to define a truly omnichannel experience?” The questions are being answered by retailers to ensure the perfect customer experience, and we have to wait and see how they will develop the phygital universe to give a true omnichannel experience for the customer. Srinivasan adds, “For customer loyalty, brands would need to think of the other side of UX - let me call it BX. That is Brand Experience. We consider parameters such the users’ experience across assorted touchpoints—offline or online. This experience needs to be inviting, engaging, and seamless, the way the brand interacts with users, needs to be seen through a seamless narrative,” he concludes.
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