Offline retailers in the UP and Bihar market are effectively targeting Gen Z to Millennials by strategically offering affordability and fashion to enhance customer engagement. In Bihar, men constitute the largest customer segment, comprising more than 50% of market, followed by kids at around 25% and rest ladies.
The offline retail landscape has evolved significantly over the last few years. A major contributory factor is the rapid integration of technology into the field. These modifications aim to make customers’ shopping experience easier and more efficient. Another implication is that Gen Z and Millennials are drawn towards these offline retail stores. This is encouraging as this segment of the population has enormous purchasing power, thus can help the industry grow and prosper.
Offline retailers in the UP and Bihar market are effectively targeting Gen Z to Millennials by strategically offering affordability and fashion to enhance customer engagement. In Bihar, men constitute the largest customer segment, comprising more than 50% of market, followed by kids at around 25% and rest ladies. in UP, men account more than 55% of customers, followed by kids around 20% and rest ladies.
Furthermore, private jobholders dominate both regions, making up more than 45 % of the market in the terms of professions. To cater to these preferences, retailers are offering a wide range of affordable and trendy options for kids, ladies, and men. Emphasizing high quality fabrics, such as cotton knits, these collections effectively address the diverse demands of customers in UP and Bihar, ensuring they receive excellent value for their money.
Here is a look into how offline retailers target Gen Z and Millennials by offering affordable and fashionable choices.
Offering a personalized experience
Offline retail stores offer an unparalleled service that Gen Z and Millennials highly value – they provide a personalized shopping experience. Especially given that Gen Z and Millennials prefer spending time outside, offline retail stores have become go-to destinations. The younger generations also prefer trying on what they like before buying, and in tier-II and tier-III cities, offline retail stores are considered the malls, since they even have tie-ups with local restaurants and food vendors, to make it a holistic experience.
Customers can get a first-hand feel of the products they want. There may be styles that are in trend but may not suit the aesthetic of a particular individual. Offline retail stores offer physical engagement and a better trial experience so customers can make an informed choice. The entire experience is a boon for Gen Z and Millennials, who are incredibly picky about their fashion choices.
Moreover, they are saved from the hassle of making unnecessary returns or exchanges in case they don’t get the right product. And in terms of product return options, offline retail stores offer a longer window, so even if one does not like the purchased option, there is sufficient time to return or exchange the item.
Greater affordability
The current generation knows how to get value-for-money products and prioritises sustainability and affordability while making fashion choices. Offline retail stores have capitalised on this preference by offering quality products at pocket-friendly prices. These brick-and-mortar centres are in tune with the latest in the fashion industry and offer a range of products in various fabric options for all ages. As a result, consumers have the opportunity to move away from commonplace things and introduce an element of uniqueness in their style.
Besides, since offline retailers in tier-II and tier-III cities often stay updated on the latest fashion trends, it’s easier for consumers to find what they are looking for at a store. And these trending outfits and accessories like sunglasses, handbags, etc., come at affordable prices, offering value for money.
Bottomline
The youth represents enormous potential, and any industry to survive has to appeal to the young mindset. The offline retail segment is no exception to the rule. They are revamping themselves as the preferences of this group are evolving, and only those who are able to keep in tune with the changing demand patterns can hope to secure their margins.
Fortunately, offline retailers have stepped up to the opportunity and are changing their operations and store experience to suit the needs of the Gen Z and Millennial population. This includes using AI to know and predict the latest trends, offering a personalised customer experience, and ensuring assistance at every step of the shopping journey.
As a result, anyone entering the store would get the much-desired combination of luxury treatment and affordable prices. Today, the $1.3 trillion retail market is continuing to grow, and retailers are making the most of the goldmine of opportunity by adapting to and evolving according to customer expectations and preferences.
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