3 Things Retailers Need to Know About
Marketing to Millennials
The generation born in the period between 1982-2000 recently overtook Baby Boomers as America’s largest generation. With about 75 million of them on earth, including Ashton Kutcher and Serena Williams, it is important to know if you are marketing to Millennials effectively.
Every person in the world is different, so finding the perfect marketing campaign or sales pitch that will work for everyone is impossible, that is why we have demographics! Studying the Millennial demographic will help you understand how they act, feel, and more importantly; how they shop!
- First generation of children with schedules
- View college as a tremendous expense
- Technology natives
- 9/11 and Terrorist attacks
- Achievement orientated
1: Convenience is King
With these facts, it is easy to understand a few widely accepted assumptions about Millennials. They value convenience above all else, and understandably so, as a generation born into a schedule and focused on achievement. They need to deftly move from one activity to the next.
Feel free to enable this behavior in your store! Allowing Millennials to find what they need quickly will raise your average checkout value. In addition to raising your bottom line, making your store convenient to shop will raise brand loyalty with Millennials since they value it so highly.
Action: Ensure your shop can be navigated intuitively. Label your isles, specials, exits, and registers with easy to spot signage. Use merchandising to bundle frequently purchased items together. All of this can be done with a great in-store marketing campaign.
2: Activism is Alive
Growing up through 9/11, looming threats of terrorism, and protective parents, most Millennials easily adapt an “Activist” mentality. Making the world a better place is a high priority for them. This is why sustainability, social responsibility, and food ethics are recurring themes today.
Action: If this demographic is your target market then responsibly sourced products are a must have. If you already have these products ensure it is communicated with your in-store displays and brand messages.
3: Relevance is Required
The internet and all of the connected devices are excellent places for advertisements and Millennials were born into this technology. Unfortunately, this means Millennials have seen it all in this regard. It is tougher to get the attention of Millennials and advertising “tricks or hacks” are less likely to work on them. That is why it is essential to be relevant and focused on your goals, not only on digital channels but, in brick and mortar shops as well.
Action: Prioritize the messages you want your in-store signage to display so your messages are clear and do not compete with each other. Ensure your in-store signage matches your brand, Millennials will be the first to notice if your digital ads tell a different story than what is actually true in-store.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!