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!
Better understand what makes a positive shopping experience for Millennials.
National US sample
Millennials (18-34 yrs old)
Mix of socio-economic background & ethnicities
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
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!
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
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
Since then, I’ve been a loyal customer of Amazon.com. They have excellent service.
5. Always-on availability wins
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!
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
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
It was in orange; it looked so cool. I was like, “Man, I’ve got to be a part of this.”
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.