Beyond the Meme: How to Reach Millennials
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The millennial generation commands the labor force, consumer spend and content creation across digital platforms. This generation’s rise has led to a wide range of theories and studies designed to help brands engage and court millennials -- often with mixed results. Go “beyond the meme” to understand the real behaviors and motivations of this key demographic. Using their experiences in retail, strategy and marketing, these young gun millennials highlight relevant research and share examples of meaningful millennial engagement to spark ideas, strategies and action. This highly visual presentation breaks down leading practices to help bring you greater results. Presentation from Retail's Digital Summit 2016.
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Beyond the Meme: How to Reach Millennials
- 3. Hunter Thomas PwC Advisory @whunterthomas Gabbi Baker Ogilvy & Mather @gabbibaker #shoporg16
- 4. #shoporg16
- 5. #shoporg16Source: Pew Research, Goldman Sachs, Rackspace million $ trillion largest population cohort in the US purchasing power, commanding spend from adulthood to parenthood years old to
- 6. Up & Comers Mavens Eclectics Skeptics Trendsetters Source: Interbrand Design Forum
- 7. Sometimes it’s hard to connect the dots.
- 8. I want consistency across channels I want content that engages me—not pushes me to buy I want to shop right here, right now I want this specific to my needs (which you should know) If I like you, I want a relationship 1 2 3 4 5 #shoporg16
- 9. I want consistency across channels
- 10. 2 in 3 millennials use mobile apps when shopping in-store Source: CFI Group #shoporg16
- 11. Mobile apps can both draw customers in-store and assist their shopping experience once inside
- 12. Store-based digital platforms, like interactive displays or autonomous robots, extend the service offering at large format retailers
- 13. I want content that engages me, not pushes me to buy
- 14. of millennials are more likely to buy if the content is not salesy #shoporg16Source: Newscred
- 15. Apparel brands have made their live- streamed runway shows shoppable to capture impulse buys
- 16. New tech platforms like Olapic and Curalate help brands, shoppers, and influencers make user content shoppable
- 17. I want to shop right here, right now
- 18. of millennials use smartphones for shopping because they can do it anywhere, anytime #shoporg16Source: Research at Facebook
- 19. Social platforms serve as marketplaces with in-app purchasing and seamless payment options
- 20. Messaging platforms have evolved beyond group chat, now automating sales assistance
- 21. I want this specific to my needs (which you should know)
- 22. of millennials are willing to provide their personal preferences but expect it will lead to a hyper-targeted experience #shoporg16Source: Mintel
- 23. Beauty retailers are linking customer data from purchases and explicit preferences for more relevant recommendations
- 24. Many activewear brands are tapping into multiple external data sources for personalization
- 25. If I like you, I want a relationship
- 26. more willing than boomers to pay a premium, if they earn loyalty points millennials are #shoporg16Source: Bond Brand Loyalty
- 27. Loyalty programs that are easy to use, accept all payment types and can be accessed in multiple forms
- 28. Major fast casual food and drink retailers are leveraging mobile apps for integrated payment, loyalty rewards, and ordering
- 29. I want consistency across channels 1 Align systems and capabilities to deliver a seamless brand journey I want content that engages me—not pushes me to buy 2 Deliver brand authentic content that is creative and commercial I want to shop right here, right now 3 Make shopping convenient by integrating with new channels I want this specific to my needs (which you should know) 4 Leverage data to personalize the experience If I like you, I want a relationship 5 Build loyalty with ease of use and relevant offers #shoporg16
- 30. “We may not understand millennials, but as God is my witness, we’ll take their money.” #shoporg16Source: The New Yorker
- 32. Thank you! Beyond the Meme: How to Reach Millennials @gabbibaker @whunterthomas Millennials love feedback and doing good… Rate this session in the mobile app and NRF will donate $2 per unique rating to Girls Who Code, a non-profit organization dedicated to closing the gender gap in technology. #shoporg16