8 Ways Brands Can Attract and Keep Millennial Customers
What makes a positive shopping experience for Millennials? We ran a mobile video ethnography study to better understand this, and we learned 8 ways brands can make their consumer experience resonate with Millennials. Hint: Personal connection lives on!
Research Objective
Better understand what makes a positive shopping experience for Millennials.
Target Audience
National US sample
16 states
29 cities
Skew female
Millennials (18-34 yrs old)
Mix of socio-economic background & ethnicities
We Learned
Millennials are actually channel-agnostic when it comes to shopping, and retailers need to maximize each platform to build a lasting relationship with this generation. This report highlights eight things you can do to make your consumer experience resonate with Millennials.
1. In-store is the ultimate relationship opportunity
- Millennials (perhaps molded by the customization of online shopping) are impressed by personalized service in store. It’s by far the biggest opportunity for retailers to grow relationships and loyalty by going the extra mile. Your reps are everything here.
I was really overwhelmed and completely impressed that she remembered my name, and then also what specific shoes I had purchased a month back.
2. “Oops” is actually an opportunity!
- Acknowledge and fix mistakes immediately, going above and beyond with surprises or bonuses. It’s a great low-cost opportunity to drive loyalty and word-of-mouth referrals, personalize experiences, and build the relationship.
And so she said, “Listen, I completely understand where you’re coming from. Sorry about that. I hope it never happens again. We’re going to gladly send you a new pair.” That really just blew me away.
3. High touch isn’t too much
- Updates, updates, updates make Millennials feel fulfilled, valued, and part of the process (as long as they can opt out).
Every time it landed somewhere, they text with updates saying, “Hey, your package is here. Don’t worry. It’ll be here on these days.” It got there in two days and that was astounding.
I got an email and I was able to order it within the first ten minutes of it becoming available, and got it within three days, and it was perfect. I loved it. their service where they alert you when things are ready is a great bonus of the site.
4. Earn lifelong relationships today with the wow factor
- Millennials are savvy and sometimes jaded consumers; they’ve seen it all. Stop them in their tracks with something new or unexpected, and loyalty is yours.
Since then, I’ve been a loyal customer of Amazon.com. They have excellent service.
5. Always-on availability wins
- Millennials think your store is open 24/7 and, thanks to Wikipedia, expect all the info they need instantly. Service in-store and online should match or exceed that expectation, including reps always available for chat.
it was cool that even though customers had bad experiences, Chaco – the website and organization – would actually reply back and say, “Hey, really sorry that happened.Call our number and we can help you.
6. Do them a solid and they’ll WOM you up!
- Millennials reward retailers that “understand them” with immediate, glowing, word-of-mouth (WOM) referrals to their social circles. Retailers should consider this praise priceless, as Millennials are generally skeptical consumers and value highest the opinions of those close to them.
They were out here within a couple of hours of us calling them. They were the most reasonably priced company, and they were straightforward with everything.
7. Added-value service builds loyalty
- Extra service and expertise beyond the sale builds equity with Millennials through goodwill, and boosts long-term loyalty and those coveted WOM referrals.
But, it was great. I told my family and friends about it, and I will always go back to them for help with that kind of thing.
They told me everything I needed to know about what cooling pads can do, and that I didn’t need something super over-the-top for my problem.
8. Stand for something and Millennials will stand with you
- Cause-marketing builds Millennials’ sense of your brand’s identity, appeals to their inclinations toward social good, and is a big opportunity to broaden engagement. However, your core offering needs to deliver beyond the good deed.
It was in orange; it looked so cool. I was like, “Man, I’ve got to be a part of this.”
Conclusions and Implications
don’t necessarily prefer any one channel for shopping, and retailers should take advantage of the unique opportunities that various platforms afford them with this audience to build a multifaceted brand experience. In-store experiences present unique opportunities for personalization, the wow factor, and added-value moments; online experiences provide always-on service possibilities, and hightouch that scales.
