All signs point to Amazon’s tightening grip on young, impressionable shoppers.
On the heels of Piper Jaffray’s latest survey showing an increase in the percentage of teens who say Amazon is their favorite shopping website, a new report from CPC Strategy, now part of Elite SEM, indicates that the e-commerce leader is where 72 percent of Gen Z women discover new brands. These young shoppers begin product searches on Amazon, which makes a presence on the platform even more important for brands hoping to capture Gen Z’s wallet.
This comes after another CPC Strategy report uncovered that more than 63 percent of those in the Gen Z cohort turn to Amazon when shopping for apparel.
“Gen Z women are unlike any generation before them, and brands who don’t understand how to create relationships with them are setting themselves up for a rough ride,” Elite SEM CMO Dalton Dorne noted in the newly published 2019 Amazon Consumer Shopping Study, which surveyed 2,001 consumers in February.
Chalk it up to industry-leading customer service, but Amazon has also convinced shoppers to take a chance on brands not familiar to them. More than 52 percent would pull the trigger on a new-to-them brand on Amazon, more than others who would take the risk with another digital retailer. Amazon’s customer-centric return policy and easily accessible customer service reps could be factors in providing peace of mind when consumers take a gamble with an out-of-the-comfort zone purchase on the platform.
The shopping study also found an uptick in millennials’ interest in Amazon Prime Pantry, a signal that the company is winning with expanding families. At the WWD Retail 2030 in New York City last week, Kohl’s chief merchandising officer Doug Howe spoke to his company’s focus on capturing the millennial mom, a key target customer who can drive spending for decades. Howe said the retail chain isn’t focused on luring Gen Z, instead preferring to attract young women as they enter motherhood and start their families.
In the study, CPC Strategy indicates that Amazon has been successful in changing the holiday shopping mentality from focusing on a specific day to looking for deals over a longer period. The majority of polltakers claim to not have shopped on Prime Day (77.5 percent) or on Black Friday (81 percent), which has long been considered the official holiday shopping kickoff.