Here’s why Amazon can’t connect to Gen Z

With Gen Z being labeled as the world’s newest target consumer, it may come as a surprise to many that Amazon is struggling to connect with them.

According to Forbes, Glossy.com just published an interview with Ed Kennedy, senior director of Episerver, a global software company, who said that Seattle-based Amazon is not appealing to experience-driven Gen Z shoppers. Kennedy said this is in large part because the platform’s main value proposition – namely convenience and cost – doesn’t speak to them. While older generations are busy managing careers and families, Gen Z shoppers have both time and disposable income. And they are seeking unique, engaging retail experiences wherever they choose to shop. This is especially true when catering to this younger audience in apparel. Stores, whether they are physical locations or online, have to create something that makes them a desired shopping destination. It has to be an immersive experience, according to Kennedy.

Kennedy feels that Amazon’s biggest downfall in attracting Gen Z customers is its failure to meet them on social media, a channel where increasing numbers of users are making purchases. Young people shop generally shop online while older generation still shop mostly in brick-and-mortar locations, but they will be selective and still look for that experience. They don’t see it offered by Amazon, he said

To read the Forbes article, click here.