Will Gen Zers push personalization toward individualization? by Tom Ryan in Retailwire
According to a study from the IBM Institute for Business Value, Gen Zers find value provided at an individualized level — such as when it is delivered through promotions and offers that match individual Gen Zers’ specific needs and desires — as more important than personalized experiences shaped by the brand.
The study, done in collaboration with the National Retail Federation (NRF) and based on survey of 15,600 Gen Zers from 16 countries, said that while individualization and personalization are similar concepts, they are initiated differently: ... "
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