What makes a positive shopping experience for Millennials? We ran a mobile video ethnography study to better understand this, and we learned 8 ways brands can make their consumer experience resonate with Millennials. Hint: Personal connection lives on!
Better understand what makes a positive shopping experience for Millennials.
National US sample
Millennials (18-34 yrs old)
Mix of socio-economic background & ethnicities
Millennials are actually channel-agnostic when it comes to shopping, and retailers need to maximize each platform to build a lasting relationship with this generation. This report highlights eight things you can do to make your consumer experience resonate with Millennials.
In-store is the ultimate relationship opportunity
Millennials (perhaps molded by the customization of online shopping) are impressed by personalized service in store. It’s by far the biggest opportunity for retailers to grow relationships and loyalty by going the extra mile. Your reps are everything here.
I was buying a pair of shoes that were rubber Converse shoes; they were very unique shoes. I bought the shoes that day with a salesperson, and I went back a month later and the salesperson remembered me and she said, “Oh, hi Kendall. How did those shoes work out?”?
I was really overwhelmed and completely impressed that she remembered my name, and then also what specific shoes I had purchased a month back.
~kendall A, 21, Washngton
I struck up a conversation with the [Gamestop] employee that was there – very friendly, very down-to-earth – and he approached me more like a friend instead of a customer. Within a few questions he got to know exactly what my interests were. He was really looking to give me the most for my money, for my time.
~ Markos U, 22, Florida
“Oops” is actually an opportunity!
Acknowledge and fix mistakes immediately, going above and beyond with surprises or bonuses. It’s a great low-cost opportunity to drive loyalty and word-of-mouth referrals, personalize experiences, and build the relationship.
On their website they have a no-return policy. But the customer-service agent was what really impressed me, because she completely understood where I was coming from, and that they want to give me the best product out there.
And so she said, “Listen, I completely understand where you’re coming from. Sorry about that. I hope it never happens again. We’re going to gladly send you a new pair.” That really just blew me away.
~ Zack P, 20, Michigan
I contacted the people [ on Kickstarter] whom I just funded. And they said that my payment went through three times, so they ended up refunding me the first two payments. And they’re going to send a little additional gift to apologize… So I let all my friends know about how reputable the customer service was on Kickstarter.
High touch isn’t too much
Updates, updates, updates make Millennials feel fulfilled, valued, and part of the process (as long as they can opt out).
t arrived in two days and I was like, Holy crap.” [The company’s website] kept me updated. It texted me every time. It went from California to Colorado to my home in Orlando.
Every time it landed somewhere, they text with updates saying, “Hey, your package is here. Don’t worry. It’ll be here on these days.” It got there in two days and that was astounding.
~ Ernesto S, 18, Florida
[Modcloth.com] has a thing where it will say ‘coming soon’ on a new item, and you’re able to sign up on an alert list so that when the item becomes available, they email you immediately because a lot of their items sell out pretty quickly on the site.
I got an email and I was able to order it within the first ten minutes of it becoming available, and got it within three days, and it was perfect. I loved it. their service where they alert you when things are ready is a great bonus of the site.