To understand how the Millennial generation’s definition of customer loyalty differs from that of their parents.
National US sample
Ages 18 – 34
Approximately even male/ female ratio
Mix of socio-economic backgrounds & ethnicities
Previous generations were loyal based on the personal relationships they established with companies and brands.
My parents always went in, they went to the same grocery store, they got to know some people there, and so their loyalty would be based on that.
~ Roger, 26, Tennessee
And I think that’s what the difference is from my parents’ generation. They basically stuck with the company through the good, bad, the ugly. Whenever they had another choice, they will stick to choose that company that they’re loyal to.
~ Chiezika, 30, California
As the defining event of the Millennial generation, the rise of the Internet changed everything for Millennials — including shopping strategies.
My definition of customer loyalty is different than my parents because we just have the internet to basically get the best deals. If you try hard enough you can find the best deal out there.
~ Adam, 25, Oregon
In our case, we shop around and a lot of times, most things are bought on the internet. We don’t even know who we’re buying from.
~ Aimee, 27, Florida
I do a lot of my shopping online, and because of that I’m interacting on a regular basis with companies that have no face, it’s not about the relationship I’m forming, it’s purely about content, it’s purely about the products that I’m receiving.
~ Haley, 22, California
While their parents become regulars at local stores, Millennials diversify their shopping and don’t expect to find everything in one location
In my parents’ generation, they would go to a single store, like Sears for example, and they would stick with that store because they knew they could trust the product from those stores. Whereas now, there’s a lot more competition, so I don’t think brand loyalty and customer loyalty are as important.
~ TJ, 25, Kentucky
For my generation I think we always want things tailored to us, so we go to places that have the best prices, or are the most convenient, or tailor items to us – like have the most natural products or whatever we’re looking for.
~ Ana, 33, Texasia
Millennials expect to receive benefits in exchange for their loyalty.
I’m loyal to a company that can make something that I’m happy with, but my loyalty doesn’t mean that it spans a long amount a time. It just means that I appreciate the products.
~ Kendall, 20, Washington
Our expectations? “We expect to have just as good service – even though we’re not as loyal.
~ Aimee, 27, Florida
We look to see what the store can give us in order for us to be loyal to them and I think that our expectations are so different because it’s easier for us to find another store that’s willing to meet our needs.
~ Alexis, 23, North Carolina
I feel people in my generation tend to focus on places that offer more goods and offer free things or rewards.
~ Zora, 22, Massachusetts
First off, the customer loyalty in my generation really is about quality, how much we pay for things, and not just being loyal for the sake of being loyal.
~ Gabriella, 34, California
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