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Events

Internet Retailing Expo 2022!

One of eCommerce’s biggest retailing conferences took place on Wednesday 11th & Thursday 12th of May 2022 at the NEC Arena in Birmingham. This year's focus was around ‘the technologies and solutions that retailers and brands need to stay ahead of their competition’ with a promise to deliver the richest, most engaging speakers yet, by drawing in experts from across the eCommerce landscape including fast-growing brands, solution specialists and thought-leaders.

One of eCommerce’s biggest retailing conferences took place on Wednesday 11th & Thursday 12th of May 2022 at the NEC Arena in Birmingham. 

This year's focus was around ‘the technologies and solutions that retailers and brands need to stay ahead of their competition’ with a promise to deliver the richest, most engaging speakers yet, by drawing in experts from across the eCommerce landscape including fast-growing brands, solution specialists and thought-leaders.

To kick start this year's IRX, the Cake team started by visiting stands relevant to our clients, learning about the different brands, platforms, integrations, software and solutions which could support some of the challenges we face as an agency and exciting solutions on the horizon. 

We connected with some of our awesome partners: Gorgias, Linnworks, Trustpilot, Klaviyo & Sendcloud (to name a few!) and met some other exciting innovative platforms such as Awin, Syte, Gnatta and Fullstory.

After attending many talks and workshops, a key talk stood out which focused on selling to the next generation. CMO of The Sixty Nine, Craig Neale discussed ‘how to sell to the audiences of tomorrow’, outlining the key drivers in marketing to the ‘truth generation’ Gen-Z. The importance and influence of this audience were highlighted because they are confident and know what they want, with 78% purchasing with the change they want in mind.

So, what are the drivers? 

Individualism focuses on the DNA of an individual. Gen-Z has no comparison and seeks no similarity, they strive to build excellence and a new set of principles for which they stand. They want brands to express creativity and independence while demonstrating determination and responsibility. The individuality of the brand will be amongst the tactics used to market to Gen-Z and must be communicated quickly and clearly as Gen-Z only holds an 8-second attention span, which highlights how crucial messaging and selling points should come first, with design coming second.

Altruism focuses on being the change, drawing Gen-Z’s into the creation of a better society, a better value system and a better world. This audience sees sustainability as a hygiene factor, a profitable expectation for the brand they interact with. 72% of Gen-Z are willing to spend up to 10% more on sustainable products, leading to these brands selling a belief over SKU, with as many as 20% being boycotted due to their values and beliefs. 

The talk ended by providing insight on where Gen-Z spend their time which is wherever they want, with whoever they want, whenever they want, expanding on how we need to be at the forefront of innovation across all means, whether that's a social platform or even a payment method (as decentralised payment and finance rise in the forms of Crypto and Blockchain). With this audience taking the forefront of what they want, 56% still expect a brand to hold a physical presence which supports the importance of an omni-channel strategy.

As always the team loved IRX, with lots of insightful talks and interesting platforms to discover, and we can’t wait to do it all again next year!

Liberty Mason

Author

Liberty Mason

Junior eCommerce Acount Executive