Businesses will have to earn the brand loyalty of shoppers born after 1994, a new study has found. “The Next Generation of Retail,” released by experiential marketing firm Interactions revealed that the value-conscious Generation Z promises long-term opportunities for repeat sales, but only with effective customer experience and customer loyalty program management.
Generation Z is a quarter of the U.S. population, with a buying power of $44 billion. The value of that market will continue to grow as more enter the workforce.
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