Being the largest shopper segment, Millennials are currently a prime focus for all the retail businesses. This technology-driven and multichannel-hopping age group are on the threshold of creating pivotal disruptions in all segments. It is extremely critical for retailers to adapt their strategies to meet Millennials’ needs. However, in order to do so, retailers must have a deep understanding of every millennial to get a better insight into them as shoppers.
Millennials today give utmost importance to experience over a material item. They seek a destination that allows them to make an outing of an otherwise boring and mundane task. For instance, instead of going to a typical grocery store, they want a place that can not only provide fresh produce but also trials of different types of salsa or cheese. Wandering the aisles with a snack or a beverage in hand not only increases the time spent in the store but encourages them to add a few extra items in the shopping cart. So retailers must make an effort to transform their stores into the experience.
Personalization is key
Compared to the previous generations, millennial shoppers are far more comfortable sharing their data in order to receive personalized content that would be relevant to their individual needs. This makes it easier for retailers to tailor make product offers and run promotions increasing the likelihood of them making a purchase.
Furthermore, the retailer can also leverage omnichannel marketing to promote ads on social media to redirect the shoppers onto their platforms.
Curated product offerings
Retailers must also create curated product offerings that resonate with the needs of the millennial shoppers. Digitally-active millennials communicate, shop and do their tasks online, which creates a volume of valuable data that can be used by the retailers. This becomes increasingly important for brick-and-mortar retailers that compete with e-commerce giants such as Amazon who have endless online ‘aisles’ for users to shop right from their own homes.
These brick-and-mortar retailers need to leverage the data available and optimize their product offerings to boost store traffic and sales.
Price play matters
While making a purchase, price is a key factor, but it is different from that of the previous generations. For example, Millennials are ready to splurge for luxury items such as organic fruits or vegetables or anti-aging creams but maintain a strict budget for other necessities like toothpaste or toothbrushes. If a retailer can leverage this information and price their products accordingly, the possibility of them purchasing products increase.
The best way for retailers to determine the pricing process includes analyzing which products Millennial shoppers are most likely to spend on heavily and which ones that they would not. Using past purchasing trends, retailers can collect the data needed to create a profitable pricing strategy.
Millennials have surpassed the previous generations with the most disposable income. Retailers need to focus on the three most important aspects – their product offerings, pricing and personalization based on a data-driven approach to create a Millennial-centric shopping experience. This would further help them to increase sales as well as loyal, avid shoppers.