As I’m sure you’ve heard, attracting millennial customers is key to continued business success. The increasing purchasing power of this generation, plus their life stage as young adults and young parents, makes them a valuable demographic. But once you've got those millennial shoppers in the door, how can you keep them coming back?
Here are six ways you can turn millennials into repeat customers.
1. Be consistent. Your digital and physical presence need to provide the same experience and ease-of-use. Whether you sell products on your business website or not, millennials expect a seamless transition as they switch from looking at your website on a smartphone or tablet to looking at it on a desktop to visiting your store. If your store is having a sale, mention it on your website. If your website says you have a product, it better be in stock. Disappointing or frustrating millennial customers is the surest way to lose their business.
2. Offer expertise. Millennial shoppers have a world of information at their fingertips, so when they visit your store, they expect your sales team to be just as knowledgeable. Forty percent of millennials say “deep product knowledge” is important to them when visiting a store, PwC reports. Your employees should be able to answer in-depth questions about products, provide recommendations and suggest complementary purchases. Another option PwC suggests: Consider putting your store employees on different tracks. For example, you can train some employees to focus on maintaining the stockroom and handling inventory, and others to focus on customer service and developing deep expertise.
3. Reward your social media followers. Millennials won’t follow your store on social media just because they think you’re cool. Instead, they expect to get something out of the relationship. Exclusive access to deals, coupons or information are key reasons millennials follow retailers on social media, a survey by Accenture reports. When millennial shoppers are in-store, you can encourage them to follow you on social media by explaining the rewards they’ll get.
4. Get personal with promotions. If you want millennials to become loyal retail customers, you’ve got to offer them personalized, targeted promotions and discounts, Accenture reports. A whopping 95 percent of millennials in that survey say they want retailers to “court them actively.” Coupons sent by email or (surprise!) mailed to their homes are the most effective promotional tool for this age group.
5. Use a loyalty marketing program. Paper or plastic loyalty cards won’t cut it with millennials. At last year’s Microsoft Envision conference, a panel of millennials expressed disdain for these “primitive” methods. The panel agreed they wouldn’t even be willing to carry a small, plastic keychain card to participate in a loyalty program. Fortunately, there are plenty of digital loyalty programs suited for small retailers; Belly, Loyalzoo and Perkaare just a few. These loyalty programs go far beyond the old “buy 10, get one free” model of yesterday. They enable you to capture all kinds of data about your shoppers, what they buy and what promotions they respond to. They also make it easy to create customized marketing messages that resonate with individual customers.
6. Think mobile. Speaking of customized marketing messages, one good way to reach out to millennial shoppers is via mobile. Most (85 percent) want to get mobile messages from retailers while they’re in-store, reports Chain Store Age. This age group is also more likely than others to accept personalized messages based on their past online behaviors. You can use mobile marketing to text offers to customers when they enter your store or get within a certain radius of it.
Adjusting your customer retention methods to focus on millennials is a smart move. Not only is this generation growing in influence, they’re influencing how their parents shop as well.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
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