For building lasting customer proximity and driving loyalty (e.g. with Gen Z), a strategic mobile presence is crucial. This generation — the first to grow up entirely digital — uses the smartphone as the primary tool for interacting with brands. With 95% owning a smartphone, countless contact points open up every day to build a loyal customer base and deepen the relationship through targeted communication and services.
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Direct engagement and customer proximity via social media like TikTok, Instagram and YouTube are indispensable for Gen Z. They use these platforms not only for entertainment but also to discover new products and make purchase decisions. 68% of Gen Z report being influenced by social media when shopping.
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For companies, this means they must not limit their digital offerings to classic online shops alone. Shopping apps play a close and central role in consumer behavior. These apps offer not only a convenient way to make purchases but also personalized experiences that strengthen customer loyalty.
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Shoppers place great value on a seamless omnichannel experience, where they can switch between different platforms, channels or devices without problems. A consistently homogeneous approach is highly appreciated and creates customer loyalty.
To reach customers directly and closely, you need to be present on the right platforms and offer mobile apps that enable interactive, convenient and personalized experiences. A digital strategy focused on mobile devices is the key to winning this generation as customers.
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