How to Create Happy Millennial Shoppers
The millennial. Socially conscious, burdened with debt, the tech-savvy shopper is a ubiquitous puzzle for retailers.
Comprising the largest generation with purchasing powers, millennials are capturing the retailers’ attention because they’ve introduced an unorthodox change to the retail landscape.
Lessons retailers have learned from previous shopper generations are failing to deliver the same results. Data from studies conducted on the millennial population indicates some interesting and conflicting data about their shopping habits.
How New Technologies Impact Millennials’ Shopping Habits
Contrary to baby boomers and Gen X’ers, millennials are more likely to make a purchase due to a word-of-mouth message than getting enticed by an eloquent salesperson. They are more likely to use a smartphone to research a product online.
However, a millennial shopper still likes to touch, smell and feel a product. Unlike many people are led to believe, millennials prefer shopping in physical stores. They like to get a fair price and appreciate brand loyalty.
That’s right! Millennials are loyal shoppers, too. This might be a departure from the “instant gratification” picture that’s frequently painted in the media but the studies give us the same conclusion over and over again.
They Are Not Robots, Contrary to Popular Belief
They have the habit to search for and digest large amounts of information online and trust online reviews and peer opinions. However, it turns out, millennials are not digital robots, but genuine human beings that still like to get great value from the products and services they buy. Simply put, they are informed shoppers that come into a store equipped with the information on the products that they are going to purchase. It can be said that they don’t leave things to the odds.
Most of the millennials’ shopping habits were formed in parallel with the intense technological changes of the last couple of decades. Therefore, it’s no wonder that you might be struggling to get the essence of what makes a millennial shopper happy. They can confuse even experienced retailers, as it’s hard to keep track of the frequently changing retail technology. But there are ways to get to millennials and influence them as they travel their unpredictable customer journeys of online and offline retail stores.
There is one crucial element you need to keep in mind if you want to create productive and loyal customer relationships with millennials ⎯you must stay constantly alert and open to new insights because habits of this generation change rapidly.
Focus on Shopping in Physical Stores
Since millennials like shopping in brick-and-mortar stores, investing all your marketing efforts in trying to promote your brand solely via email, social media or online coupons will not produce the optimal results. The truth is – millennials like to have a seamless shopping experience on multiple channels.
So – if you can deliver a seamless onmichannel experience, you are already in the game. For instance, if a millennial receives an online coupon and must print it out to make the purchase in a physical store, they probably will not bother at all. Retailers need to make the experience as easy as possible for millennials by providing digital coupons they can show on their smartphones.
This is only an example of integrating multiple shopping channels to please millennials. There are plenty of other ways to motivate this generation to buy, like utilizing data collected online to influence shopping habits and help them leave your physical store smiling.
Marketers have been creating targeted campaigns since the advent of digital marketing. Now, there are new ways to transcend the application of retail analytics tools from e-commerce to real brick-and-mortar stores.
Create a Holistic Profile for the Millennial Shopper
By applying the knowledge gained online to foster purchasing behavior in physical stores, you can mirror the trajectory of the digital customer journey in brick-and-mortar locations. In spite of providing abundant data about millennial shopping habits, tracking only e-commerce channels is not enough to get to know your customers – it provides limited information.
It’s hard to keep track of online shopper’s happiness, the number one factor that makes them generous spenders. You can get precious insights from the content of the millennial’s shopping basket, but you won’t get details about why the product ended there in the first place. The shopping basket won’t give you details about what the shopper wanted to buy but couldn’t find or what was the reason they left the online store before making the actual purchase.
Take note – customer happiness is beyond customer satisfaction. It’s something that can be actively created and measured. So, what’s the solution to communicate with millennial shoppers continuously and nurture their well of positive emotions?
By following the millennial shopper’s journey through physical stores with visitor analytics technologies you can precisely identify the moment of the purchasing decision and, in turn, strengthen your sales performance.
How can you get into the millennial shopper’s shoes and understand the needs and the occasions that drive purchase?
People counting software can help you track footfall, learn more about the customer traffic in the store, and see what specifically drives a customer to a precise sales touchpoint. People counters placed at relevant in-store locations create a network of touchpoints that can be tracked and analyzed, providing accurate metrics about busy areas, optimal performance zones, and attractive campaigns.
Today, visitor analytics technologies include techniques for capturing and evaluating customer’s mood. In this way, you’ll be less likely to spend time on assessing customers, at the same time targeting those that are happy to open their wallets. Along with many other advantages, you can use the technology to identify your customers’ age and gender and consequently create relevant marketing campaigns to increase conversion rates in real-time.
Visitor analytics devices are connected to retail analytics software that is capable of tracking these in-store metrics as they happen. You’ll be ready to act quickly and create an action plan to immediately identify opportunities and turn them into growth. Even the perplexing millennials can be understood better if you have the tools to track their shopping habits in as many possible offline touchpoints.
Are you ready to create a new shopping journey for the happiness-seeking millennial?
Get in touch with us to start your free trial!