Generation Alpha: Digital natives with a passion for shopping
Following Generation Z comes a new group of shoppers – whilst still being quite young, the members of Generation Alpha are already showing a strong willingness to shop. What are their shared characteristics, and how does this influence their shopping behaviour? Learn more about Generation Alpha here!
Retailers have only just begun adapting their store concepts for Generation Z — and now, the next generation is already on its way: Generation Alpha is arriving!
With some members of this generation now entering their early teens, it's a smart move for retailers to start understanding their unique characteristics and preferences.
Who belongs to Generation Alpha?
Individuals born between 2010 and 2024 are part of Generation Alpha. They follow Generation Z and will be succeeded by Generation Beta. This means Generation Alpha includes children of various ages — from 1 to 15 years old.
While their preferences and interests vary widely, many members of this generation still share noticeable similarities.
What defines Generation Alpha?
Generation Alpha members are growing up in a hyper-connected world: devices and gadgets are not only powered by electricity, most of them are also connected to the internet in some way. As the line between the physical and digital worlds continues to blur, this generation is more digitally native than ever. This has implications for behaviour, parenting, and of course - identity.
Growing up in a digital world has shaped the identity of the members of Generation Alpha early on: for example, a study showed that plenty of Generation Alpha members consider themselves to be “gamers”, an identity that did not exist a couple of decades ago. Other influences from social media and digital platforms also have an impact on identity, value and self-expression.
The same study also suggested that, despite their young age, many of them have a strong interest in shopping and making their own money. Moreover, they have recognized the value of financial independence early on and can already be considered a strong driving force in the market.
Consumer behaviours of Generation Alpha
Generation Alpha already has strong purchasing power, despite its members’ young age. As mentioned earlier, they have developed an early understanding of the value of money and financial independence.
Moreover, a recent study suggest that Generation Alpha members are sensible and mature consumers. Despite their age, they demonstrate mindfulness and intelligence, and are less easily influenced by design trends and marketing gimmicks compared to previous generations.
How to appeal to Generation Alpha customers
Based on recent study findings, one can draw conclusions about how to promote products and services to Generation Alpha customers. While most members of this generation do not yet have access to significant funds, it's important for retailers to be aware of their preferences in order to stay proactive.
Provide transparency
One way to promote products and services in a non-invasive manner is by providing transparency — for example, through verified reviews or price comparisons. By using real use cases and factual information instead of flashy marketing tactics, retailers can better appeal to Generation Alpha.
Ensure convenience
Being well-versed in digital platforms and tools, Generation Alpha consumers will likely seek an omnichannel experience — similar to the purchasing patterns observed among Generation Z shoppers.
This urges retailers to continue striving for a seamless shopping experience — whether the purchase takes place in a brick-and-mortar store or online.
Generation Alpha and self-scanning
Will Generation Alpha, following its predecessors, further enhance the popularity of self-scanning? While it is too early to tell for sure, it is reasonable to assume that the members of Generation Alpha will utilise self-scanning and other self-service options more than previous generations, for several reasons:
They have grown up with self-scanning
Unlike most other generations, Generation Alpha has grown up with effective self-scanning alternatives throughout their lives. While they may not have used the technology themselves yet, they are still likely to be familiar with it in some way. This familiarity lowers the barriers for Generation Alpha to adopt self-scanning in the future.
More stores offer self-scanning
As self-scanning grows in popularity, more retailers in more markets are beginning to offer this type of solution. This makes self-scanning more accessible to customers — including members of Generation Alpha.
Furthermore, it's no longer just grocery stores offering self-scanning; other types of retailers have also begun adopting it, making it increasingly likely that consumers will encounter the solution.
Convenience and transparency
As mentioned earlier, convenience and transparency are key factors that can turn members of Generation Alpha into customers.
Since self-scanning offers both — the convenience of skipping manual checkout and the transparency of seeing the total cost and applied discounts in real time — it's reasonable to assume that this solution will be well-received by Generation Alpha shoppers.
“As long as the self-scanning setup is continuously updated with useful and helpful features, I believe that Generation Alpha will perceive self-scanning as a natural way to shop.”, said Fredrik Englund, Managing Director at Datema Retail.
Want to know more about how to appeal to the next generation of shoppers? Get in touch with us!
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