Radio Saved The Retail Star: Tuning into Gen Z's Frequency for Retail Design

RADIO SAVED THE RETAIL STAR

Tuning into Gen Z’s Frequency for Retail Design

Words by Moe Krimat, Director of Creative & Strategy

Trailblazers of today, Generation Z are the leaders of digital living, putting physical retail environments on a back foot in their realm of priorities. Understanding the challenges of fine- tuning a retail strategy fit for the cohort, join us as we crank the dials back and look towards something unexpectedly classic for strategic inspiration, Radio.

Despite the jargon surrounding “retailtainment” strategies, our

current retail landscape is looking challenging, especially for the ever-evolving Gen Zers, ultimately mistaking amusement for entertainment.

Across the decades, one thing radio channels have taught us is that despite the vital ingredient of music, entertainment is culture first: insight into the arts, captivating dialogues and much more. Here are four of our strategic takeaways to unlock more potential in your retail environments:

Shopping in a physical store makes me feel like I’m shopping within a phantom community, us shoppers might not know each other but we clearly all share the same vision & taste.

You’re On-Air

Ever seen or heard a sports fan’s reaction to the prospect of recording and watching “the game” later?

If yes, you’ll quickly understand just how important it is to understand retail’s “live” role for your brand.

People didn’t just gather around radios and TV shows because they were solely interested in the content, they were also aware that millions of others with the same values, beliefs, and interests were doing the same thing. This is community.

Whilst on-demand services like your social channels and websites offer convenience that consumers demand, it’s critical to understand your retail environments are one of the only live spaces that should offer an unmissable experience from your brand.

But… in a sea of static, what’s your signal?

Trey, 25

Frequency vs Volume

Akin to a seasoned DJ, your brand needs to lock into its unique frequency. Not all about turning up the volume; this entails clarity and resonance. We regularly see consumer trends come and go, however it’s the macro trends driven by global influences (political, economic, technological, cultural etc) that are shifting behaviours attuned with consumer’s deeper values.

Leading a brand to ask questions like- what is our short to mid-term brand message? What is our store’s tone of voice? As these RADIO

impressions, shared values and cultural insights are what your consumer tunes in for.

Whilst your audience will undoubtedly interact with your ads and services, regardless of how relevant they are, they consistently care for one thing. Your brand voice and purpose.

Meaning one thing- as a brand, what you talk about and who you’re talking to adds value to your audience’s captured and retained cultural attention.

Brands have the opportunity to change a consumer’s lifestyle, helping them establish new habits and hobbies. Lego does this well.

Ying, 24

Collaboration is keyespecially with artists, organisations, thoughtleaders, activists, and creatives. Brands should look towards the community they’re trying to represent.

Jacob, 25

Caller on the Line

Gamification and online to offline strategies have withstood the test of time but the power of exclusive insights into our audience’s cultural universe has been reduced to fleeting digital content in store.

If we are attempting to drive cultural conversations and remain relevant to our audience, what kind of creative partnerships are we having dialogues with and how are we sharing these insights? These partnerships can transform your retail space into a channel of diverse, engaging, and authentic content, turning passive listeners into engaged participants eager for your next brand segment.

RADIO SAVED THE RETAIL STAR

The Art of The Playlist

The success of a great radio show isn’t just in the choice of music, but in how it’s presented- tailored to the listener’s daily rhythm. Similarly, your store must master the art of delivering content that not only appeals to Gen Z but also fits seamlessly into their lives.

If your retail environments don’t feel “live” and look even remotely

like your on-demand online experiences, this is your sign to start programming, curating, and mixing. Whether it’s through exclusive insights, immersive experiences or engaging hyperlocal content, the aim is to create a content playlist that becomes the soundtrack to their day every day.

I love developing & learning a new skill, so if a physical store helps me do that, then I’m invested in the space.

Nas, 24

RADIO SAVED THE RETAIL STAR

Wrapping it up...

So, how can our retail spaces feel like a town hall, a stadium, or a media station- places that bring people together under one roof sharing values that they’re deeply and culturally invested in?

When it comes down to constantly curated content, product, and entertainment, let’s stop creating physical manifestations of our online sites, that are meant for a singular and convenient function,

which at the very best may amuse your customers with the use of a singular “shareable” moment in the shape of a photo booth.

If the prospect of fine-tuning your strategy to the Gen Z frequency seems daunting, we’re here to help. Reach out to collaborate on building engaging strategies for retail environments with genuine purpose.