I am going to show how GAP is using customer personalisation in regard to Generation Y and show how GAP markets to this Generation influencing their purchasing behaviour. 

 

I will provide a comparative analysis of further products Generation Y are likely to buy. I will show how GAP can improve their actions and have deeper knowledge of its customers to increase engagement, and ultimately sales. 

 

Gen Y consumers are more aware of their purchasing power than other consumers. They are more likely to spend their cash as soon as they get it after the thought process they carry out if they should buy a product or not. (Der Hovanesian, 1999)

 

Generation Y won’t be “sold”; they want to be seen, known, and respected by retailers. retailers that invest in relationships through empathy, deep understanding and insight will succeed in selling to generation Y.  Generation Y stress an authentic relationship based on a deep knowledge of who they are and what makes them buy (Yarrow & O’Donnell, 2009)

 

·       Short

·       Direct

·       Personalized

·       Ethical

·       Humorous

·       Surprising

Generation Y prioritise happiness, diversity, social responsibility and trust. Generation Y doesn’t want to be marketed to -- they want to feel a human connection a brand and make sure their voice and opinions are heard.

A worldwide survey discovered that 90% of Gen Y check their emails, texts and social media accounts using their smartphones before they even get out of bed. The same survey also found that, globally, one in five will check their smartphone at least once every ten minutes.

http://www.generationy.com/about-generation-y-in-the-workforce/generation-y-and-technology/ 

 

Physiological needs – This for a brand is equal to the bottom line or requirement of a profit. A fashion retailer will need security in the form of capital to over operating expenses as a first basic need. This is equal to a human requiring breathing and sleep. A retailer needs to consider merchandising and human resources. Meeting these basic needs and producing a profit means that the retailer can consider further needs. 

Safety Needs – For a fashion business this revolves around the competition and whether there is another business offering the products at a better price. This includes having workers trained and protected from machinery. The brand should also follow current legislations. 

Belonging Needs – A human needs intimacy and friendship to feel a connection, a business creates this by attaching itself to organisations that represent the needs or causes valued by this business.

Self-esteem – In humans this is fulfilled by gaining the respect of others though unique achievements. Fashion brands do this by attaching themselves to eco-trends or doing something that is going to gain confidence for their consumers through their local sourcing and production methods. 

Self-Actualisation – For a human this is discovering the meaning and narrative of their lives and their inner potential. For a fashion brand this can be interpreted by having a clear idea of the type of brand they are and the potential they can become. Self-actualisation is the need for the product of the retailer for experience the purpose that is both being sold and marketed for.

(Novick, 2019) 

Information Search – This is gathering all information possible about the solutions. A consumer will be very thorough in his or hers search to seek out info regarding features, pricing and practicality. 

Alternative Evaluation – Consumers have a list of criteria that the solution must meet and as a retailer you must know what is exactly on the list. A fashion retailer should build a buyer’s personas to understand criteria, objections and challenges. This is so a retailer can personalise their marketing techniques to the buyer’s attributes

Purchase – This is the step when as a brand you’ve guided someone from a problem to solution

Post-purchase – This is the beginning of the customers value for the company. The new goal is to create a long-term relationship between this customer and the company. This is when a brand would build brand awareness and personalising emails. 

 

Consumers in this category tend to receive more direct marketing. They are significantly more responsive than average to a range of media channels, with the exception of TV and telephone, which they tend to feel is an unacceptable style of marketing. They use social media for keeping in contact with people via Instagram and Facebook, but then like to also use it for networking and marketing prospects particularly with LinkdIn. (The Acorn User Guide: Consumer Classification, 2020)

 

Some may respond to internet advertising on their phone but are less likely to respond to promoted Tweets or follow brands on social media. (The Acorn User Guide: Consumer Classification, 2020)