Shopping online offers consumers endless new choices, making it much harder for retail brands to build long-term relationships with them. For this reason, established retail brands face a particular challenge with Gen Z, who are digital natives that have little or no memory of the world as it existed before smartphones.
To retain Gen Z customers, Levi Strauss & Co sought new features for its online platform and company loyalty program. The company wanted to move ahead quickly to test and iterate upon multiple potential features, but the pandemic threatened to make that much more difficult. With in-person research not feasible, the company would need to rewrite the playbook on digital validation.