Nykaa, a prominent e-commerce platform specializing in beauty products, is currently facing challenges in engaging Generation Z customers. This has resulted in diminished interest and interaction from this demographic. The disconnect with the younger audience segment has subsequently led to a notable decrease in conversion rates.
To enhance engagement, we propose implementing interactive features specifically designed to appeal to Generation Z preferences. Additionally, we recommend strengthening Nykaa's presence on popular social media platforms such as Instagram and TikTok to increase brand relevance. Furthermore, expanding our product offerings to include sustainable, cost-effective, and inclusive lines will better align with Generation Z values and potentially improve conversion rates.
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Gen Z values personalized experiences in beauty apps, preferring AI-driven recommendations and customized routines. They prioritize authenticity, inclusivity, and environmental consciousness. Diverse product ranges, genuine feedback, and representation are key.
Engagement is boosted through interactive features like AR try-ons and social media integration. Loyalty programs and exclusive deals resonate with this demographic, offering value and community engagement.
To gain deeper insights into our target demographic, we conducted comprehensive interviews with Gen Z individuals. These sessions were designed to elucidate their specific needs and preferences in the beauty and skincare domain.
We developed a comprehensive questionnaire for the interview process. Upon receiving approval, we conducted interviews with selected individuals. The insights obtained from these interviews were subsequently analyzed and grouped into thematic clusters.
