It does not matter what type of business you own; whether you sell B2C or B2B, millennial customers do matter to you. This is a fact, whether you cater to them directly or indirectly. As of 2015, millennials were not only the largest generation in the US but also formed the largest American workforce. Millennials were the first generation to grow up in the digital era hence they are very different from other generations before them. They are a desirable consumer demographic not just because of their size but also their influence.
This group is quite different from earlier generations. Therefore, attracting them into businesses has proven to be a challenge for many business owners. To attract them, you need to understand millennials shopping habits. How do you attract the tech-savvy generation? Here are 3 tips to help you attract millennials to your store.
Tip 1: Be Authentic (Your Messaging)
As they were growing up, millennials were immersed in social media. Hence, they are more likely to distrust advertising than the previous generations. They learned media literacy from a young age, and they are very suspicious of the usual spin marketing messages. Millennials want to be associated with things that feel real, things that are authentic. They do not want brands and businesses talking to them as if they are dollar signs; they want authentic communication.
Communication and maintaining a relationship with your customers is an important aspect of growing and running any business. If you are trying to reach out to millennials, think of ways that communication with them can feel relatable and transparent rather than overproduced and slick. Strive to treat all your communications with this generation be it the landing page or the ads like a real conversation.
When your brand or business can tap into the emotions of the millennials you have a chance of developing a valuable customer relationship. You can simply do this by making your messages seem vulnerable and slightly unprofessional. By doing so, you will be evoking their emotions, and you can create an emotional connection with your millennial shoppers. It is the emotional connection that they have with your brand or business that will motivate trust and loyalty.
When communicating with customers use language that is simple to understand. Meaning you should avoid using jargon and sales language. Do not make false promises yet you are in no position to deliver. Be consistent in what you say, as well as the follow-up. Your words should always match your actions. As a business, you should work on cultivating a voice that delights all customers.
Tip 2: Be Transparent (Reviews)
Millennials, more than any other demographic, usually base their purchasing preferences on business perception. How a certain business is perceived is a motivating factor and is more important to millennials shopping than a quality product. Many millennials will read reviews, ask friends and even ask their social media audience before they can make a purchasing decision. According to recent studies, eight out of every ten millennials never buy anything before reading reviews.
Why are millennials so reliant on reviews?
- Social media – Social media users can freely express their opinions on brands, products, and businesses. And since millennials spend a lot of time on social media, they tend to rely on what others say before making a purchase.
- More trust in people than in brands – Millennials trust people more than they do brands. Therefore, when they want to try out a new business or establishment in town, they will go online and read what previous customers have to say. They will always trust the experience of a previous buyer over business marketing techniques.
- Many millennials are frugal – This generation is very cautious with their money. They will rely on reviews to avoid wasting money.
You cannot deny that online reviews are a major factor that shapes millennials shopping habits. Emphasize on quality reviews from customers. Reviews should be more than just star rating. Encourage customers to describe their experience and how it compared to other businesses. With reviews, the more the better. Consumers tend to believe that businesses with a lot of reviews usually warrant more trust. Make it easy for clients to provide feedback on whichever platform feels most convenient to them. Do not shy away from negative reviews. The secret is to turn criticism into an opportunity for constructive and helpful response.
Tip 3: Be Interactive (Tools)
Many businesses are struggling to adapt their businesses so they can interact with the millennial generation. This is causing a significant gap between the business and their intended consumers. More and more businesses are providing customer service tools to their customers to encourage greater interaction with the business. If you can consistently give personal attention to customers, you are in a position to build stronger relationships. The millennial generation needs a human touch that is why there is growing importance for businesses to have interactive tools.
One main characteristic of the millennial generation is their impatient nature. They are demanding an immediate response. Therefore, as a business, create platforms that potential customers and existing customers can interact with your business.
Below are some interactive tools that you can consider;
- Customer satisfaction surveys – millennials want to express their opinions, and they want to feel heard. With a straight to the point survey, you create greater engagement from this group.
- Online community – An online community allows customers to engage with other customers that share their passion for your business. You can use this as an opportunity to monitor customer feedback and use it to improve their experience.
- Social media – Today, maintaining a static social media page is not enough. It can be likened to having an empty store. You need to create engaging content and use it as a platform to respond to their problems on a timely basis.
- Live chat – Having a live chat option for customers is a great way to foster a great experience for the customer.
- Mobile apps – 4 out of every 5 customers use a smart-phone. Having a mobile app is one way to reach and connect with customers in real-time.
As a business, you have many options to consider to interact with customers. You can choose a simple tool like online reviews or as complex as building a mobile app.
Millennials are the largest segment of the entire population, and they should be a big target for your business. The best way to attract the millennial shopper is to transform customer service and customer experience to be more millennial-friendly.