Retailing for Millennials: 8 Do’s and Don’ts – Part 2
This series is dedicated to the do’s and don’ts of retailing for Millennials. Part 1 discussed their need to compare and contrast products quickly. Part 2 continues with their desire for omnicommerce, how online tools can help set the right product expectations, and why paying for shipping is becoming a deal-breaker. Check out their real life feedback below.
2. Omnicommerce matters.
DO: Blend in-store and online experiences to provide the ultimate in convenience and personalization.
“Be able to make my grocery list online, the store gets it ready for me, then just pick up what I ordered at the store, pay and then leave.” – Female, 21-34
DON’T: Make the various interaction points feel disjointed. Make sure they are interconnected and complement the entire buyer’s journey.
3. Set the right product expectations.
DO: Give Digital Natives the best tools to see how a product will behave in real life.
“More accurate sizing and more accurate description of fit.” – Female, 21-34
“I wish technology could allow me to see how the clothes would look on me via app.” — Male, 21-34
DON’T: Restrict feedback from other buyers on how a product met (or didn’t meet) their expectations.
4. Quick delivery? A must. Paying for shipping? Not so much.
DO: Expedite delivery so Millennials can get their goods as soon as possible. Think pizza delivery.
“I like the instant gratification of getting it right away instead of waiting several days to over a week, finding out it's not what I wanted, and having to return it. I also don't like paying for shipping.” – Female, 21-34
“I like to shop online but I hate to wait couple of days for delivery. I want the delivery on the same day or pick up in store option all the time.” – Male, 21-34
“I wish I could just click something and put in my credit card number and it will be delivered to me within about 30 minutes, like a pizza delivery.” – Male, 21-34
DON’T: Make them pay for shipping. For more and more Digital Natives, free shipping is becoming a must-have.
Stay tuned for Part 3, which dives into the importance of coupons and smartphones.
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