To get Gen Z advertising right, the brand’s values must appeal to the young customer

Aviral Prakash, Director, Marketing and Business Development, Abhushan Diamonds and Gold, Agra, says young consumers are drawn to brands that espouse opinions on relatable subjects – sustainability, women’s issues, the environment and more

Digital platforms that started as alternative communication network between close-knit social groups have now transformed into mainline communication channels for brand marketing.

Driven by the combined forces of social and mobile technologies, customers are shopping online, getting influenced online, and taking decisions through online information. Millennials and Gen Z customers depend almost entirely on online platforms for their lifestyle and purchase decisions.

As jewellers, we need to understand that there is a fundamental shift in how brands build customer relationships. Most jewellers are anxious about acquiring new, young consumers, as family-based loyalties are thinning.

“We have also brought about a transformation in the way we advertise outdoors. We are putting a large LED screen outside on the façade to show videos to attract youngsters; static visuals don’t appeal to them”

Aviral Prakash, Director, Abhushan Diamonds and Gold, Agra

These young consumers are drawn to brands that espouse opinions on relatable subjects – sustainability, women’s issues, the environment and more. Millennials like to attach themselves to the values the brand demonstrates.

Suppose you see one of the largest retail chains in the country. They too have held the attention of modern women by breaking the traditional Indian taboos and mindsets on many issues such as second marriage for women, maternity breaks, or interfaith marriage etc.

The communication reflects the changing needs of women. When a millennial sees the brand message, they instantly relate to it. A jeweller too must find ways to reveal values and beliefs that are in tune with today’s reality.

Going beyond the content, it is now essential to understand how it needs to be disseminated. Static images no longer work. Digital channels are pushing for video content; Facebook, Instagram and YouTube have started promoting short videos as the millennials and Gen Z spend a couple of hours every day on these platforms watching short videos.

Another way, which is still the best form of marketing to millennials, is the ‘word of mouth’ approach. Today, a millennial is highly influenced by social media bloggers and influencers. So, an authentic review from a social media influencer creates more impact and publicity vis-à-vis other marketing activities. In the last year, we have used local influencers for almost all kinds of promotions and awareness-building.

It is equally important to understand that products showcased on digital platforms must appeal to the young; it has to complement the lifestyle and attire of the new generation. The brand must carefully select only such designs that will generate online enquiries.’

In an omnichannel environment, a jeweller needs to rethink the in-store experience. At our store, when a customer walks in, we immediately note down the phone number, and an automated WhatsApp is sent to the customer providing the link to our Instagram page where she can view many designs immediately.

As she starts exploring the store and enquires about a product, our sales staff scans the bar code, and all details appear on a tablet at the counter. We have eliminated the use of paper and pen, which builds more faith in our pricing mechanism as the process is transparent and automated.

We have also brought about a transformation in the way we advertise outdoors. We are putting a large LED screen outside on the façade to show videos to attract youngsters; static visuals don’t appeal to them.

Lastly, a brand needs to give digital incentives to the millennials. Millennials like to earn and spend their money through digital payments and bank cards. So, a brand needs to offer cashback which can be added directly to their digital wallets, and these steps will indeed influence millennial customers.

The Retail Jeweller India