WHO ARE THE MILLENNIAL CONSUMERS? AND WHAT ARE THEIR TRUE DESIRES?

Introduction

In a world where consumer preferences and behaviors constantly evolve, understanding the Millennial generation has become essential for marketers. Millennials, born between 1980 and 2000, represent a significant demographic cohort that wields considerable economic power. To effectively engage and serve this trillion-dollar market, marketers must dispel the myths and misconceptions surrounding Millennials and gain valuable insights into their shopping behaviors and desires.

In-depth research conducted by Accenture sought to unravel the characteristics and preferences of Millennials, comparing them to previous generations like Baby Boomers and Generation X. The study involved 6,000 consumers, with 1,707 of them being Millennials, across eight countries. Additionally, the research examined the capabilities of 60 global retailers to assess their ability to meet the demands of this influential generation.

It is crucial to recognize the economic weight of Millennials. In the United States alone, there are approximately 80 million Millennials who collectively spend around $600 billion annually. While Millennials were once stereotyped as financially dependent teenagers, they have now transitioned into young adults in their 20s and 30s, many of whom have established careers, raise families, and own homes. By 2020, it is projected that their spending in the United States will reach a staggering $1.4 trillion annually, constituting 30 percent of total retail sales. The impact of Millennials extends beyond the United States, as they have significant economic influence in other countries covered by the research.

Contrary to popular belief, the study discovered intriguing similarities among Millennials, Baby Boomers, and Generation X. Over half (55 percent) of the respondents from all three generations expressed a preference for “the cheapest return option.” Furthermore, 41 percent of individuals from these groups admitted to engaging in “showrooming” more frequently than the previous year. Showrooming refers to the practice of examining products in physical stores and then searching for better prices online. The widespread adoption of smartphones, enabling customers to search for products while inside a store, contributed to this shift. Additionally, 36 percent of respondents from all three generations stated that they would turn to online purchasing if a retailer’s physical stores were closed. Another noteworthy finding was that 89 percent of respondents across generations regarded real-time product availability information as influential in their store selection.

These shared characteristics challenged three enduring myths about Millennials:

MYTH #1: ONLINE SHOPPING IS EVERYTHING

While Millennials are highly adept at online shopping, their preference for brick-and-mortar stores should not be underestimated. Interviews conducted at a prominent shopping mall in the United States confirmed that many Millennials still enjoy the physical shopping experience. This finding was consistent across the surveyed countries. As one Millennial shopper expressed, “You want to touch it; you want to smell it; you want to pick it up.”

However, online and mobile channels remain crucial for Millennials as sources of information and insights to find the best products and services. They utilize these platforms to check product ratings, reviews, and retailer feedback to ensure optimal value and service. Retailers face the challenge of meeting Millennials’ high expectations regarding price consistency and promotions across online and in-store channels. Millennials also demand mobile coupon scanning capabilities, with the need to print coupons before shopping being a potential deal-breaker. To provide a seamless experience, retailers must strive to meet the demands of Millennials who expect a consistent and integrated shopping journey across various channels.

MYTH #2: LOYALTY IS NON-EXISTENT

Nearly 40 percent of retail industry leaders expressed concerns about Millennials’ perceived lack of loyalty. However, the research revealed that Millennials can be exceptionally loyal customers when they feel valued and well-treated. They expect a customer-centric shopping experience tailored to their desires and needs.

As one Millennial shopper put it, “You want to feel welcome when you go to the stores.” Personalized and targeted promotions and discounts play a significant role in securing their loyalty. Loyalty programs were regarded as highly influential by many Millennials.

Surprisingly, over 95 percent of Millennials expressed their desire for brands to actively engage with them. Coupons sent via email or mail were found to have the most significant influence on their shopping behaviors. While other channels like text messages had a slightly lower impact, they still played a role in shaping their purchasing decisions.

MYTH #3: SOCIAL NETWORKS ARE THE KEY

Millennials have mastered social media, but their relationship with platforms like Facebook differs from what marketers might assume. Clicking the “like” button on a brand’s social media page does not necessarily signify loyalty. As one Millennial stated, “I really don’t follow my retailers on Facebook or Twitter.” Instead, they view social media interactions with brands as transactional, primarily driven by the desire for deals and offers. Marketers must strive to make their brand a natural part of Millennials’ conversations regarding product information, updates, and special offers. Creating positive buzz and being talked about for the right reasons should be the goal, as negative online attention can harm brand strength and sales.

Moreover, the research highlighted the dynamic nature of social media. While Facebook remains the largest social network globally, Millennials, as trendsetters, have begun to explore other platforms. Twitter, LinkedIn, Tumblr, Pinterest, and more were listed as alternatives. For retailers, this proliferation means that the conversation is constantly evolving. What is popular today may be replaced by an entirely new site tomorrow, and the social media landscape itself could transform significantly in the years to come.

Driven by Millennials and future digital generations, retailing is expected to undergo more substantial changes in the next five years than it has in the past 50. Consumer adoption of new communication technologies has been accelerating rapidly. For instance, radio took over 30 years to reach a 50 percent adoption rate among consumers, while mobile phones achieved the same level in just 15 years, and social media accomplished it in a mere 3.5 years. Retailers must adapt quickly to keep up with this rapidly changing landscape. Failing to deliver a truly seamless shopping experience could leave them falling behind.

Unfortunately, the research also revealed that retailers are currently falling short of Millennials’ expectations. In evaluating over 60 global retailers, significant gaps were found in their ability to deliver a seamless customer experience. While progress has been made in providing consistent cross-channel experiences and personalized interactions, there is still work to be done in areas such as connected shopping, integrated merchandising, flexible fulfillment options, and enriched services. Retailers must strive to improve their capabilities across these dimensions to meet Millennials’ demands effectively.

To enhance their seamless organizational capabilities, retailers should consider the following steps:

  1. Integration: Merge merchandising and marketing departments, treating the customer experience as equally vital as product and price considerations.
  2. Consolidation: Explore ways to consolidate single channel teams to serve customers holistically across the entire enterprise.
  3. Specialization: Organize store employees into specialized tracks, with one group dedicated to customer service and the other focused on fulfillment, recognizing the distinct requirements of each discipline.
  4. Supply Chain Evolution: Transform supply chains to manage inventory holistically, including forward, backward, and sideways flows.
  5. Performance Metrics: Expand metrics for tracking customer handling performance and reevaluate incentives to support the evolving customer journey. This becomes especially critical when orders initiated online are fulfilled through physical stores, requiring clarity on sales attribution, fulfillment costs, and encouraging stores to adapt to changing dynamics while maintaining profitability.

Public Liability Insurance

Public liability insurance is a crucial form of coverage that protects businesses and individuals from financial losses arising from third-party bodily injury or property damage claims. Whether you run a small business, operate a public venue, or provide services to clients, public liability insurance provides peace of mind by covering legal expenses, compensation costs, and other related expenses in the event of an accident or injury occurring on your premises or as a result of your business activities. This insurance coverage not only safeguards your financial interests but also demonstrates a commitment to responsible business practices and ensures that you can meet your obligations to the public. Public liability insurance acts as a safety net, allowing businesses and individuals to operate confidently, knowing that they are protected against unforeseen liabilities that may arise during their operations.

Conclusion

In conclusion, the research demonstrates that Millennials not only shape their own shopping behaviors but also influence their parents, who adopt their children’s expectations for seamlessness as they become more digitally savvy. The retail environment is poised to change at an accelerated pace, and many companies may find themselves struggling to keep up. Delivering products and services in a truly seamless fashion requires profound changes across entire organizations, changes that some retailers are either unprepared or unwilling to make.

To bridge the emerging consumer generation gap, retail leaders must take immediate action to provide the seamless end-to-end experience Millennials demand. By addressing the six dimensions of a seamless retail experience and implementing the suggested steps, retailers can position themselves to thrive in a rapidly evolving landscape. The future success of retailers depends on their ability to adapt to the needs and desires of Millennials, leveraging technology, data, and collaborative partnerships to deliver exceptional experiences across channels and build lasting loyalty with this influential demographic.

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