Ah, the millennials – the generation brought up with the Internet and the rest of the digital revolution! While there may be a good deal of stigma attached to this crowd, there’s no stopping the fact they are flooding the job market and are predicted to spend $1.4 trillion in the U.S. retail market by 2020.
Due the fascinating point in history this age group grew up in, they are an extremely tricky bunch to market and sell to. They have essentially caused a lot of brands to throw out their entire playbook and start from scratch.
Let’s a take a quick look at a couple of the top brands today: Amazon, the leading retailer, does not own any physical stores. Uber, the leader in transportation, does not own any cars. Both of have one thing in common: the point-of-sale happens electronically.
This phenomenon is a big indicator that e-commerce is taking over. Modern shoppers (particularly millennials) have much different values and expectations than shoppers did 20 to 30 years ago. No surprise, therefore, that for most online companies, appealing to a millennial audience has become a top priority. Let’s discuss three of the most prominent expectations these shoppers have for e-commerce businesses.
1. Persuasive social media presence
Hundreds of years from now, when historians discuss the biggest breakthroughs happening early in the second millennium, the rise of social media will undoubtedly be one of the most debated topics.
With this many eyes on social media, having a strong brand presence on popular outlets is no longer an option. The harsh truth is that millennials are not responsive to traditional ads or played-out sales tactics. While social advertising is proving to be very effective, one of the main goals of your brand’s social media presence must be to give your messaging a playful and humanized tone that connects with the younger audience on a more in-depth level.
Red Bull is well known for its superior social media presence. It uses its accounts to become so much more than just an energy drink. If you follow Red Bull, you’ll see how good it is at promoting original, branded material such as films, competitions, live shows, and of course, user-generated content.
In addition to favoring e-commerce brands with a human touch, millennials value consistency and responsiveness across channels. Be sure you are keeping up with all your accounts in all networks to remain in touch with your audience.
2. Personalized user experience
Even though the development of technology and the evolution of the Internet have done a lot to bring us together as a species, e-commerce is getting more individualized. Millennials are not fazed by traditional marketing and sales pitches. They want interactions to be tailored to their needs.
Unfortunately, there is no formula written in stone about how to deliver the perfect personalized experience.
However, there are certain things you can do to embrace this concept. For example, Amazon’s homepage looks different to each and every customer. Using workflows and user information, it recommends relevant items to customers based around their online behavior.
The overarching goal for retailers is to understand customers’ needs throughout the entire sales funnel. The most effective way to do this by implementing marketing automation within your e-commerce platform. For example, Shopify lets you profile customers, map their journey, market to them across digital channels, and provide a consistent shopping experience across multiple devices, online and in-store.
Personalization has become a staple in many e-commerce operations. In fact, a study by Gartner predicts by 2020, smart personalization engines used to recognize customer intent will enable businesses to increase their profits by up to 15%.
Basically, younger audiences want e-commerce companies to show them exactly what they want to see.
Sales techniques have seen a huge shift as millennials gain spending power. Smartphones have literally given people all the information in the world in the palms of their hands. With this in mind, e-commerce brands need to come to terms with the fact that each buying decision will be well-researched.
“Millennials have changed the old retail model of price obfuscation, especially in online commerce,” says Jason Goldberg, VP of strategy at Razorfish. “They have grown up with transparency and information available to them at their fingertips, so brands have to design their business around transparency.”
Everlane, a luxury clothing store, is a prime example of how to use this concept in a business model. It openly promotes how all of its products are made, from A to Z, directly on its e-commerce website.
It doesn’t hide any manufacturing costs or warehouse details from the public. A lot of companies are known for relying on cheap labor, and the stigma around that helps get Everlane’s transparent approach into millennials’ good books.
Additionally, it maintains a strong social media presence that constantly reinforces its values. For example, it famously gives its audience behind-the-scenes glances at its factories in action via Snapchat. Using raw footage like this puts customers in a better state of mind about their purchases.
Transparency and authenticity are essential for gaining traction with millennials. It’s not just about what you sell anymore. It’s about how you promote it.
Millennials are a fascinating group. Apart from the selfies and constant social media updates, they have a lot to offer in terms of digital consumerism. The truth of the matter is the online shopping landscape is incredibly crowded. Regardless of what products or services you provide, chances are there hundreds of other businesses working towards the same goals. Since millennials have been brought up in the middle of this reality, they have no problem looking around until they find an experience that really speaks to them. It’s up to you to differentiate yourself as a brand that meets them where they hang out.
For more on marketing to today’s consumers, see 5 Steps to Your Customer’s Heart with Emotionally Aware Computing.