It’s
actually scary to think that Generation Y, also known as the Millennial
Generation, are use to being engaged with technology for about eight
hours a day. Yep, you read that right – eight hours. Between texting, social
media, computers, phones, i-Pads and TV, Generation Y makes it tough to
communicate with in terms of sales. Their attention span is minimal, and many
are known to be very impatient when being waited on or helped. In fact, most
studies tell us they expect – not just want – but expect immediate
satisfaction. As an independent retailer, that’s a lot to respond to.
Born
between the late 1970′s and into the early 1990′s, Generation Y are making up a
large audience of potential customers. While it may seem obvious to market to
them online and via technology driven avenues, it’s also important to provide
traditional marketing and sales options. The key is communicating with them in
a way they respond to.
For
starters, Generation Y consumers typically love a good “cause”. Whether you
give a percentage of sales to a local charity or provide attention to a great
cause, this group of consumers want to hear about what’s going on in the world.
Sure, they may not want to read a ten page report on something, but they care
enough to contribute how they can. And this is especially true if they are
shopping for one thing and can give to another all at once.
Just as
much as they love a good cause, Gen Y also loves the uniqueness that everyone
has. Their appreciation for being a “one and only” was built on upbringings
that told them they were unique and could do anything. In response to this, you
have to learn to react to customers a bit more uniquely, as well. Without truly
profiling your customer, you can still learn a lot by how they are dressed,
what they are doing (example: are they on the phone and shopping at once) and
how they react to certain environments and shopping. Many want to be engaged,
so stores without the option to touch things or experience products before
purchase often miss out. Consider how your store would make a Gen Y consumer
feel. Does it speak to who they are? For that matter, do you want your
store to?
Finally,
don’t let time be on your side. Unlike many other consumers, Gen Y tends to be
in a rush. They are constantly moving and looking forward to the next thing on
their to-do-list, even if that’s tweeting or checking their Facebook status. So
what does that mean for you? Don’t beat around the bush and get to the point in
your sales and support. They’ll appreciate it, and so will you.
This article was contributed by Nicole Leinbach Reyhle, Founder & Editorial Director of Retail Minded – the nation’s only retail lifestyle magazine dedicated to independent retailers both in and out of their stores.
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Retail Minded is a part of the One Step Retail Retail Professional Association. Bringing together high-end retail industry experts and service providers.
