Posted by: LeeAnn Taylor
That just sounds plain exhausting already. The
reality for most retailers is that keeping up with those Millennials is not for
the faint of heart. Whether they’re a self-proclaimed BBQ Foodie like my
oldest, a “where’s the local sustainable section” guy like my middle son or a “Do
you have a rewards program” shopper like my daughter, they’re all looking for
the same thing. They’re looking for interaction. Why wouldn’t they be? They’re
plugged in and engaged at every other juncture of their life from the moment
they wake up, so why not in their grocery shopping experience too. It’s
definitely not like my day when I’d run up and down each aisle knocking poor
box boys out of my way with my “weekly prepared list” in hand of all the
dinners, lunches and snacks I needed, (that is... if I actually remembered to pick
it up off the counter before I left the house that day. In which case I just randomly
grabbed food and prayed it went together). Get me in and get me out, that was
my motto.
Millennials all want to be involved…engaged, and if
you want their loyalty, it’s best to give them what they crave…an experience
each and every time they grace your doors. Horrors to me, but these people
actually like to grocery shop! And they do it blind, with no lists! And
frequently. That means 80 million of them are hitting your sales floors with
collectively more money than Baby Boomers and Gen X combined.
Millennials may seem a little ambiguous at times so
let me help you begin navigating through this tricky terrain.
Collectively as a group they are extremely less
formal than their predecessors. And yes, they are from the instant
gratification generation (not exactly correct but a term we all throw around alot), but Millennials do put a premium on true face to face customer
service. Not the kind you get from a cashier who routinely asks each non-face
“how are you doing today” and never hears your answer. They want an empathetic
ear that actually appears to listen and employees that engage them in
conversation while they shop. Talking about food is a millennial passion, so
don’t miss the opportunity to engage them. No scripted greetings, no stiff
replies. They want authentic and genuine conversation from you. Just ask my
daughter who must have been vaccinated with a phonograph needle when she was
young. (If you know what that is you
probably need my help more than you know)
A millennial shopping experience is a lot like a
game of spin the bottle. They tend to shop the perimeter store and just pick a
meat or a vegetable that looks fresh or new, and run with it from there.
So help them, engage them quickly. Cross merchandise those key locations and
guide them to recipes, options and center store products that are new. If not they’ll
be on those iphones and androids in a heartbeat looking for something new to
make. They fancy themselves food entrepreneurs, so be creative and don’t be
afraid to offer unique foods…think of it as a new face of customer
service…millennial style.
For most Millennials customer service means more
than what they experience through sight and sound in your brick and morter
store. It has to do with your social consciousness as well. Are you? They want
to know how you treat your employees because they empathize with them. Are you
doing what you can to be green? Are you at least not hurting the environment?
They need to know before they can be loyal to you. Brag man, brag. This is not
the time to be modest. They’ll find out anyway…so be proud and loud.
I was getting ready to jump off the cliff into my
daughter-in-laws favorite topic, local sourcing of produce, meats and other
products but that’s a whole conversation in itself….We’ll just save that for
later. For now let’s just suffice to say it’s a must to stay relevant.
It’s time to begin thinking out of the box in terms
of customer service folks. These Millennials are no joke, they’re serious
shoppers. And last time I checked they were up for grabs…literally. As
consumers Millennials don’t trust the big box stores as a whole so here is your
chance! Make your mark when it counts. Be smart, creative and bold with how you
engage them during each and every shopping trip, make it an experience they’ll
remember and enjoy.
#grandmillennial
Blue Skies Everyone
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