The millennials will not leave physical stores if they offer ‘something else’
When you think about the millennials, one of the first things that relate to them they are new technologies. Generation Y, born between the 80s and the early years of the 90s, have experienced firsthand the revolution of new technologies and the emergence of the Internet as a key element in the day. However, for these consumers not everything stays on the net.
Although they are advanced users in ecommerce, despite employing more than one network to discover what to buy or which brand to trust and even if social networks are your best allies in relationships with business and my partners of choice for their shopping experiences, Millennials have not given up completely to physical spaces. A Generation Y also likes shopping, but what they want is a little different from what they were looking for their parents or older siblings.
For starters, they are already beginning to change retail spaces.Supermarkets are changing their strategy to fit what millennials expect of them. These consumers no longer have a day to go to make the purchase (or a list of purchase), are more impulsive, buy by recipes and not by need or value the proximity or gourmet products.
But are not the only changes that physical outlets should do: according to a study LoyaltyOne, an American company, the millennials like shopping at physical stores but provided they offer improved buying experience. “Sell to successfully millennials will depend on how vendors are facing their unique needs,” he explains to Ward Fred Thompson, a leading retail practices in LoyaltyOne.
Thus, companies must make the buying process an experience and experience can not only understand the traditional shopping experience quite a ritual or activity that converts buy something more informative, fun and enjoyable.
For example, in the case of supermarkets, 84% of respondents would go to the store (and especially would go to a particular brand to another) if this would offer loyalty programs they had rewarded sessions with nutritionists or meetings with chefs. The situation is similar in other segments. 79% would stay with a clothing brand if offered sessions with a stylist, 77% with an electronics distributor that had an expert to answer questions and 68% would buy more in a store perfume and cosmetics that offered sessions with makeup artists.
The idea of adding activities buying process is not limited to those sectors where it seems more obvious and easier to include them. Any sector can benefit from such actions and attract him to the millennials, as glimpse the results of the encueta. 69% would be more receptive to buy in a hardware store that offered him the chance to get a session of “tutoring” with a plumber or DIY expert.