Grocery Shopping Isn’t Just For Girls Any Longer….What Is This World Coming Too?

Posted By: LeeAnn Taylor

Let's revisit one of my favorites...

Long gone are the days that I get to just walk down the grocery aisle giving that silent, “I know what you’re going through” nod to all the other women pushing their carts around like me. Now I’ve had to trade in my sweat pants for something more publicly acceptable, and worst yet, put on make-up! Why you ask? There are men there!! Real men ladies…. And not just a few straggling behind women with blank stares on their faces either.  Nothing this horrific would have happened in my day I tell you. Women shopped and the kids unloaded the car…real simple. (Maybe I didn’t really think the whole Helen Reddy, I am Women Hear Me Roar, era thingy through clearly enough before I joined the band wagon back in the 70’s. I guess I have no one to blame but myself.)

Truth be told, these men crowding the aisles have very little to do with equality and much more to do with shifting tides of the millennial family dynamics. Look around…there are a lot of fairly young guys in the store these days, unmarried young guys at that. I’ve read lots of the research and contributing factors to the delays in getting married, all fairly valid, but the bottom line is only 30% of 20 to 30 year-olds were married, compared to the 60’s when that number peaked at 77%. So, for these guys they are forging the “friends” are my family dynamic.

http://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf  

Now we have the couples with kids running around. Of that group 70% of both parents hold down full time jobs. So it stands to reason that mom isn’t home eating Bon Bon's and shopping any longer…(Yes, I’m very sarcastic by nature) Millennial dads are unique in that they really don’t play by the old school rules of gender roles. 

Fatherhood looks a little different to them. They spend more time with their kids and are taking over a huge chunk of the household shopping….and boy can they spend. (I’ll get more into that in a bit) Men around the country have taken the shopping cart by the horns and wrestled it to the ground….even identifying themselves as the head shopper in charge. Whether it’s a shared responsibility or not, we can’t ignore the fact that the percentage of male shoppers have doubled. Retail Food Marketing Trends in the U.S.:Technology, Mobile, and Social Media.

And boy do they shop differently than women! They definitely shop more frequently than their counterparts…..and they spend more every trip! Those buggies may not be as full, but, they are still spending more….Retailers everywhere celebrate, men are lowering the item count and raising the average cost per item. It’s a retailers dream. And best yet, millennial men average 4 or more trips a week folks. (I’d be caught dead first…bad choice of words at my age)

So what is the take away? Grocery retailers have a huge opportunity to market to men these days. Young unmarried male Millennials wandering the aisles all chipper and smiles, not afraid to spend a little more money and Millennial dads  who apparently put more value on quality than they do finding a good deal. So the next time you’re building that endcap, or setting a new display, keep the men in mind…they are worth the investment.

#grandmillennial
Blue Skies Everyone!

Are Your Speakers Speaking to Millennials…..Your Radio has a Powerful Voice

by LeeAnn Taylor

The spoken word is a powerful force…just ask my grown kids whom I can still stop dead in their tracks with just a word. I still got it. In my day we actually talked with our mouths unlike my lovely children who seem to use their thumbs a lot. These day’s texting and social media conversations has a huge impact on customers before they even walk into your store, but how do you reach them once they’re actually there? Can you literally catch their ear again and continue that dialogue? You have the ability to engage them through your overhead speakers today, but are you?

For so many years our speakers have been used as a means to page and play music. When you look at them that way, they’re just an operational expense and a cost to do business. Why not make those speakers a resource, a marketing and advertising tool and a means to further your brand merchandising with EVERY customer in your retail space? Seems like a no brainer to me. When you look at it that way, all of a sudden those very same speakers take on a whole new life of their own….Long gone are the days we just used those speakers to deliver old school elevator music.

Once you realize you have this powerful and impactful tool right at your fingertips you need to define how to use it to your advantage. First you need to define “who” are you trying to reach? Who is your core demographic right “now” and more importantly “who” is going to be your core demographic 2 years from now? Remember, at any given moment one of my children is most probably right there shopping in your store. You have Millennials walking your aisles that are in the midst of their loyalty branding phase. So strike up a conversation, educate them, entertain them….do something to engage them….NOW.

I have spent the better part of my career speaking about the sales lift that retailers get from a weekly price and product advertisement in their audio. And that still holds true.  With the evolution of Millennials into the market place that same audio may be one of the best “branding” tools you have available. Building your brand name and what you stand for, and behind, is just as important and what you sell these days.

Let’s think about this. Printed marketing has gone by the wayside and Millennials are not reading articles on-line either. They skim. If it’s not in a short blip somewhere they aren’t interested. And heaven forbid they should read something they might interpret as a marketing piece, a very ugly word to them….they’ll hit delete quicker than I can blink. Yes, they use your apps and your ecommerce. They see your social media postings and use your couponing deliveries. They expect your technology to meet their technical wants…and you do all that. But with the massive quantity of information crossing their screens daily how do you have a unique voice that is heard? How can you speak to them and differentiate yourself without them clicking right on past you?  It’s really quite simple….you literally talk to them. Old school.

They’re right there in your store. Walking around picking up your produce, looking through you bakery, literally looking for something to catch their attention. So let’s talk to them. Hey you, Mr. Shopper… yeah you looking at deli meats. Did you know that for 4 years now we here at blah blah have been supporting the local blah blah by donating a percentage of our profits to help those who are need? Or our family of employees her at blah blah gathers together to volunteer our time to support the blah blah and we’d like to ask you to join us. Or we are dedicated to the sustainability of our environment and are supporting our beliefs by lower carbon emissions through a centralized delivery process blah blah blah and lowering our footprint by installing energy efficient lighting and implementing….etc etc.

In the past you may have felt that your charitable causes were just side projects. Being civic minded, sustainable and charitable in your community was just something you did on the side. That small positive impact now translates to influencing loyalty and building trust, branding, with your Millennial shopper. A shopper who by definition is cause driven, pro-social and looking to be engaged. Tell them and show them the difference your brand is making. Define who and what you support and be authentic about it. Speak with passion and conviction about who you are as a brand. You’re not just a store….

Finally, at the very core of every dialogue lies the spoken words themselves that we chose to communicate with. Are we picking our words wisely? Are we evolving?  Don’t fall victim to using the same ole’ stale branding and marketing terms with Millennials.  We have seen a definite evolution of communication with Millennials. At the heart of it all it’s really our intent and delivery that makes the biggest impact though. Be sincere, be real.

The world around us is evolving and we need to evolve with it. Get hip people. You have a captive audience….right there in your store….and you’re the only voice they hear. Make it count….

Blue Skies Everyone

#GrandMillennial

Hiring Millennials….yay or nay

Posted By: LeeAnn Taylor

If there was ever a loaded question this is probably it. I’ve been in on a few of these conversations… everyone’s opinion being based off having hired a Millennial in the past, of course. Which branch of these Millennials they happened to have hired absolutely determined which side of the argument they fell into, the yay or nay category.

See, Millennials are breaking into two completely separate groups that determine their lifestyles and motivations. I like to call them the “I don’t want to be an adult yet” group and the “Doing it Right” group. While marketing to these 2 different groups may not pose a huge problem….hiring them can, if you’re not ready to address some of the challenges. Don’t be put off though. Remember, who you hire is just as much a part of your marketing as everything else.

 Millennials are largely stereotyped as lazy employees who don’t like to work hard, show up late a lot and think they’re worth big bucks right out of the gate. That’s not really an accurate account of the generation as a whole. There are just as many Millennials who work hard, are committed to the success of their employers and are willing to work their way up the chain. The latter group is growing ever more offended by the first group though as they see them as acting “entitled”….and giving their whole generation a bad name. Fair enough.

While both groups are entering into the workplace later in life than we did, they are just starting to make their mark. Because of this delay they’re a little behind learning basic business principles and….etiquette. Emoji’s and acronyms have plagued their lives…things like “proper” email format have escaped them. Face to face customer service skills are behind…I wonder why? Rules and policies are harder to grasp. Funny coming from a generation that has more college graduates than any other…. I guess they don’t teach that in college anymore.

In reality it has more to do with how this generation has been raised. They’re coming from a there’s no winner “everyone” gets a participation ribbon… “good job bud!”… “don’t stress, take it easy”… everyone’s “gifted” mindset and mentality. Why wouldn’t they think that…they were raised that way. Challenging themselves hasn’t really been a top priority, or hasn’t been until recently. Millennials tend to function at only one speed…theirs. Authority can be an abstract word for sure. This is a generation that has been coddled and sheltered longer than any other….

So in hiring a Millennial you can be taking on more than if you’d just hired a Boomer. One group poses slightly less of a challenge than the other, but hiring from either group is really worth it. With them comes a level of education, a skill set and perspective that can benefit your organization…if harnessed and nurtured. You have the opportunity to develop and challenge them in the workplace…they’re like finding a diamond before it’s been cleaned and polished. Don’t hold their hands….Let them know what’s expected to earn their wages…that you’re vested in them as an employee. They don’t just get a paycheck for showing up. A business is not a democracy. Guide them into good workplace and employee habits. Educate them on what a best practice is, what industry standards are, how to effectively and properly communicate in the real big boy world. Challenge them. (it may be the first time for some) Give them goals and watch them strive, succeed and maybe even fail. It’s all part of growing up in the workplace.

They can be handful though….attitude and all.

Blue Skies Everyone

#GrandMillennial

I’m Sitting Right in Front of You…Why Are You Texting Me?

Posted By: LeeAnn Taylor

If there is one glaring difference between the generations, the whole “send me a text” thing is probably the biggest. It used to be “give me a call”…right? I still call, but no one answers. Send a text, I’ve got their attention. Here’s a great example. My daughter Megan’s voicemail has been full for 2 years….when I asked her about it she says she doesn’t even know her pin#……That pretty much says it all. Texting it is. And have you seen how fast these Millennials can type? It’s staggering. I personally never quite got the hang of typing fast, hence my less than stellar grade in typing 101. (Remember when that was an actual class?) Now it’s mandatory for day to day communication, and it starts in preschool.

To understand better the “how” to communicate with Millennials we should probably understand the “why” first. And it’s really quite simple….texting and visual communication makes them comfortable. It’s also what makes them feel connected and engaged. Even when they’re together they can be looking at the very same thing on Facebook… and texting each other about it! Not talking. But that’s normal to them.

So armed with this information what do we do with it as a grocery retailer? If my key demographic is a visual consumer, who likes charts and graphics and talks through their fingers, how do I adapt and stay relevant?

Luckily for us there are a multitude of digital solutions that engage and communicate right from your floor space. It’s just a matter of trying a new path…. that to us Boomers may feel foreign and intrusive. But not to Millennials…they “like” and more importantly “expect” alerts sent to their phones from beacons, NFC tags and QR codes that send push notifications. Send them a coupon and they’ll love you even more. This is the way Millennials want to be engaged.

How about digital signage, on-line ordering and pick up, recipe kiosks, in-store TV networks, text deals, couponing apps and rebate apps? Are you taking part in or utilizing these engagement tools? Your website had better be mobile friendly as well because that’s where they’re going to be viewing it from.

6 Years ago these type of digital tools might have seemed out there and far-fetched to some. With each passing year they are becoming more and more of a necessity. The reality is that Millennials will move on to another retailer if you can’t communicate in a way that touches them directly. So what’s a little emoji among friends going to hurt? Emoji’s carry a message…it’s a language in and of itself, and one Millennials understand. They’re visual and visual effects evoke emotion, they carry an inflection or message…and they are important. Another huge visual trigger for marketing is using pictures depicting key life markers in their lives. A picture speaks a thousand words takes on a whole new meaning with this generation.

All these communication methods are necessities for relevant communication with this generation. You don’t have to do all of them but you need do at least some of them to garner a Millennial customer base.

Last, but certainly not least, is the actual visual impression made on your sales floor. Remember visual is the key word. Store lay-out and visual guides to meal planning, recipes and new foods are going to get their attention. Show them a dish that “looks” amazing and a site for the recipe and your speaking their language. You’re opening up a line of communication. Give them one good recipe and they’ll be back for more…I promise! And isn’t that how most of us got our spouses…Speaking the language of love…...through food.

Blue Skies Everyone

#GrandMillennial

Those Are Perfectly Good Products……Why Are You Giving Them Away?

posted by LeeAnn Taylor

Apparently my daughter has lost her mind. Maybe it’s genetic, and if so I’m standing firm that it definitely comes from her father’s side of the family. No Taylor I know would ever just purge a whole pantry like she’s done with such callousness and disregard for the little green beans that sacrificed their lives, or the wheat that waved so proudly….simply because they weren’t grown in chemically free conditions? 

While Megan is really going for it, especially with conventional hygiene and HBA products use of paraben ingredients, she is not alone here. I continue to see this mind set spreading more and more among Millennials and is certainly reflective in the latest 2015 grocery statistics and research from FMI and others. I personally know just enough about this particular topic to be dangerous and I’m not taking a stand one way or the other. I am, however, standing firm that you as an independent grocer should be aware of the topics and concerns that are spreading among the Millennials shopping your store. If you don’t carry a selection of these items there is eventually going to be a HUGE segment of your Millennials shoppers that will eventually get them from some place else….and with that goes an important percentage of your future shopper base. 

Back in the day, bahaha, I love saying that….we’d give a four foot section the name “organic” and be done with it. Not so for the successful and trendy independents rising to the top today. Those organic and natural sections have expanded to the point of not being “sections” at all and are disbursed throughout the shelves in with conventional products. That says a lot about the variety and sheer magnitude of non-conventional products out there these days.

Think about this…your marketing should also reflect that you’re trending with the times as well. Let the Millennials know you’re growing with their wants and needs. Tag those items with shelf talkers and let them talk for you. Make it clear “you” are on point with product selection and variety. My daughter is a smart one and she’s not just going to walk into a Whole Foods and throw down a lot of coin to get these products she wants. She’s out there actively looking for what products you carry…. so make it easier and identify them. Fact is, she shopped around and found the best prices on most of these products came right from local grocers with less mark up and better cost savings! Now that’s a store she can really get behind. And that store could just as easily be you.  Give her the opportunity to support you because you support her.  She’s not alone out their…she has legions of fellow Millennials trudging through this transition to a so called better “quality of living”….(Quality is in the eye of the beholder…..#GrandMillennial circa 2015) So let’s give them the quality they want, so no more little green beans have to sacrifice their lives in vain.

Blue Skies Everyone
#GrandMillennial

Is Ordering Thanksgiving Dinner Groceries On-Line Cheating Or Just Plain Smart?

Posted by: LeeAnn Taylor

For someone who has spent the better part of my life stalking the aisles gathering and hunting (just like our original forefathers) for the proper ingredients needed to prepare the “perfect” Thanksgiving  feast, you might think I’m going to say on-line shopping is cheating. Truth is it’s smart…and I’m a little ticked I didn’t think of it before now. Just think how much energy I could have saved and put towards my Black Friday marathon. Darn.

See, that’s the difference between the Boomers and the Millennials. The Millennials continue to think out of the box. Hands down they are more flexible in their eating habits and their landscapes for shopping. Time is valuable and a commodity to these brash forward thinkers. And if that time can be better used they are going to go the way of convenience and technology. So Kudos to them for stepping on out there. Quality of life means something completely different to my millennial kids and I respect the value they are placing on family, friends, social awareness and making time for traveling and recreation. Their time is prioritized differently because their original though processes are drastically different than mine and yours. So maybe ordering groceries on-line for pick up or delivery doesn’t seem so far-fetched now does it?

It shouldn’t, Millennials across the states are looking for these services from your store. I’ve said it time and time again, if you don’t engage Millennials in the “way” they want to be engaged, you will lose them. We see it every day, more and more big box and vertical chains introducing their on-line ordering platforms. That’s because they know they have to claim their share of the millennial market. (And we all know where the Millennial goes the Boomer follows)

I happen to know a few really dynamic and savvy guys that have developed apps and website ordering platforms just for the independent grocers. So getting engaged shouldn’t be a problem…once you’ve made up your mind whether you’re either in the game, or sitting on the sidelines watching from the bench. Don’t be a bench warmer; make a move now before all the Millennials are snatched up by those willing to make the moves needed to offer on-line ordering platforms. Years from now you’ll be happy you did…because “my” friends and I will be joining those millennials using your services eventually too.  Do I really to have to say it? 

 Yes…it’s because we’ll be just too darn old and tired to get up and go to the flipping store.

Blue Skies Everyone
#grandmillenial

Reach Millennials While You Still Have The Chance….They Are Up For Bid

Posted By: LeeAnn Taylor

“Going once… going twice… Sold to the highest bidder. Please pay the cashier for your block of Millennial consumers.” Did you get any? Did you wait too late to start engaging them? Or did you invest the time building quality and engaging relationships while they were still young and being influenced? So let’s jump back in the DeLorean with Doc Brown and Marty Mc Fly and return to 2015 and see just what got you to where you are today. 
Luckily for you there’s still time… and the time to strike is now.

For months now I have been pontificating on Millennials and what makes these beings tick. More precisely….knowing how to use this new-found information to engage and market them. So while statistics may be boring and stuffy I believe they have a real significance in deciding whether you get on board now or possibly miss the boat…or DeLorean rather. The Millennial’s spending power continues to increase and with it a huge influence on older generation’s purchases…and I can personally attest to that. So if I’m right here, that would make them your “prime target” market. Engagement has always been the key to building brand loyalty and with Millennials it’s imperative! Hopefully some of these statistics and “fun facts” will make your rethink your strategies and connect with the generation that holds tomorrow, literally in their hands.

Millennials are influencing purchasing decisions to the whooping tune of over a trillion dollars annually, with 11.9 million ages 18-30 currently living in households with annual incomes exceeding $100,000. Millennials now make up 25% of the US population and by 2020 will be 48% strong.

82% of Millennials still prefer brick and mortar stores. (yeah)
56% are willing to switch brands in favor of a deal.
80% of Millennials want brands to entertain them.
42% consider private label brands equal in quality to national brands and will purchase.
45% of Americans now search out organic options and 53% of those are Millennials.
50% of Millennials are more likely to buy a brand they know supports a specific cause.
37% of Millennials purchase a product that supports a cause, even if it means paying more.
52% of Millennials use their mobile devices on social media to note they like a brand.
53% of Millennial Households have children.
41% of men report they are the primary shopper in their household now.
65% of all Millennial men report they hit the grocery store at least 2x a week.
70% of Millennials will engage in rating a product, brand or service, good or bad.
16% of Millennial households Sriracha is the new Ketchup…just seeing if I had lost you, but a true fact just the same!
43% of Millennials check for coupons or promotions on their smartphones while in your store.
59% of Millennials purchase decisions are influenced by friends. 
50% of Millennials trust retailer websites.
25% of meals consumed by younger Millennials include items they bought the same day.
37% of Millennials “might” make a list before going to the store.
60% of Millennials rate a stores selection and variety in the deli as the key criteria. 

Millennial male shopper’s basket averages $95.89 vs. a female basket averaging $91.69 even though the female basket has more items. (go men!)
Millennial Male shoppers are less price sensitive than their counterparts and buy healthier foods.
Millennials are more likely to build shopping trips around a particular recipe.
Millennials are 44% more likely to trust experts (who just so happen to be strangers).
Millennials also look for exotic foods 42%, food samplings 56%, family-friendly stores 41% and on-line creative ideas and recipes 59%.
And last but not least…..
Millennials “like” to be asked at the register to give to a charity and will donate more often than any other generation.

And yeah, that was a lot. I know. But it’s important to look at it all together to get a clearer view of “who” these Millennials are now and who they are growing up to be. Numbers will change, time will move on, but the main philosophy, technical mindset, culture and desires of this generation will move forward. I just want so badly for my independent retailers to stay relevant and not miss the opportunity to garner the loyalty of Millennials. Now, before more of the Big Box and Chain Stores shrink back down in size because they too have seen the light and know that a personalized shopping experience, engagement, perimeter store departments and specialty items pulls more Millennials than anything. This is YOUR chance, so let’s take it. 

And I, the self-appointed Grand Millennial, am glad to be here witnessing the transformation as this gangly-limbed generation of Millennials forge into the outer ream of existence……..(yeah, that might have been just a little melodramatic).

Blue Skies Everyone

Statistics compliments of:
FMI Research
Progressive Grocer
The Boston Consulting Group
The Good Scout Group
Accenture
Millennial Marketing

Millennials Love a Good Cause

Posted by: LeeAnn Taylor

The funny thing about these Millennials is that they see themselves in others shoes. Maybe it’s a desire to become someone better than they are, maybe it has more to do with their hopes of a better society or maybe it’s just a level of empathy that is far removed from the “me first” rhetoric they have been flooded with most of their lives. Who knows.... and truthfully it really doesn’t matter. The bottom line is Millennials do care about the society they live in. There’s a desire to interact and be part of something, so they're constantly reaching out to others. People they sometimes know "only" through words on a device…but whose opinions and perceptions matter. So why not be linked with you?

You have a voice in your community, and if you don’t then let’s create one. Binding yourself through community events and causes is one of the most impactful ways you will build community and millennial loyalty. Last time I checked my millennial daughter Megan was involved in cause driven initiatives right and left… and I’m talking the non-controversial ones here folks. So if you are to believe some of the recent research according to the, “American Millennials: Deciphering the Enigma Generation” her cause driven affinities is because she’s a woman (go figure). Yoplait: Save Lids to Save Lives and General Mills: Box Tops for Education are two of the recognizable CPG Cause marketing campaigns she is always clamoring about. But what about right there in your own back yard? There has to be cause that means something to you too. Every community has a food bank or a pet shelter, or a local cause that you can get behind. Sure it may take a little investment in time and money to market, but the dividends will pay off in spades. You’re building a loyalty with the community that keeps your doors open and more importantly with Millennials, who in 3 years time, will be majority share shopper in your store. So keep in mind that your companies cause marketing initiatives is a huge, and I mean huge influence on my daughter’s decision to purchase from you. (It’s a BOGO to boot since Boomers can get behind a good cause as well) 

For Millennials it’s a little different though. This generation puts more stock in cause affiliation than any previous generation ever did. It is vital that they see and know you care! Let them see your cause marketing on social media, in the store and on your website. Don’t hide it…get it out there in the forefront. It may sound odd to give up prime real estate for cause marketing right upfront there with your product marketing, but for half your customers it will carry more weight than the front page items themselves. So just think about it. Loyalty and a good cause…..it’s a win/win all around.

Blue Skies Everyone

Your Staff Is The Face Of Your Business

Posted by: LeeAnn Taylor

The question is…. do you speak Millennial? You are now facing the same challenges Mork faced when trying to translate the English vocabulary and nuances to Orson back on Ork . (for those of you who don’t know what I’m talking about…then you probably already speak Orkan)

With the rapid evolution of emoji’s, acronyms, #’s, yolo slang and abbreviations, it’s impossible to keep up. Good news is you don’t have to know it all. What is important is having a staff that does! Despite the digital evolution, research still shows that Millennials prefer to shop in a brick and mortar store. That means that your staff is the key. And I bet more than a few of them are Millennials themselves. This generation is looking for great customer service that’s current and relevant to them…and more importantly expert sales knowledge. 

That’s a lingo they understand….knowledge. There’s a reason the Trader Joe’s of the world are gathering Millennials like they’re going out of style. And it’s not all about products either. They have capitalized on their staff and their ability to reach Millennials with a relevant voice. Their staff is “educated” on products and topics and they’re trained to provide a more personalized experience rather than just pointing out products on aisles. They have personality, are funny and most importantly approachable….all while being smart on products. That may not sound like a “lingo” but to a Millennial it really is. (Don’t forget this is the instant gratification, instant knowledge generation) Speaking their language is an attitude…it’s really that simple. 

Does your staff understand what Gluten free even is (fadey or not), GMO’s, organic vs natural, free range, BPA free. Do they know what fruits and veggies are the best anti-oxidants or what products are locally sourced? What are the benefits of coconut oil? Millennials like to know they have options folks. But to build loyalty and grow your Millennial customer base they need to know you care enough to know your products. So we are clear here, we’re not talking about changing your product lines, or re-inventing the wheel…we’re talking about educating your staff on the products you do carry. 

We all have these basic items on our shelves already, and most of us are already growing some of these trendier product lines as well. It’s all about making that shopping experience a good one and presenting your store as current and hip. Let your shoppers know you’re not just there stocking products on the shelf. Let them see your hip side, throw in a bit of their lingo in your marketing… a little will go a long way.

I read recently that Smart + Funny is the new rock ‘n' roll. That really kind of sums it up. 

Blue Skies Everyone

What Happened To Just A Regular Cup Of Coffee…..And Where The Heck Did All These Craft Brews Come From?

Posted By: LeeAnn Taylor

I like mine blended, slightly tan with a hint of vanilla flavor….And I hate to admit it but I love my single serve fancy coffee machine. Don’t shoot me please. I know... I know… I defected over to the dark side.     I have to say in my own defense though that it’s really my daughters fault since she bought me the dang thing for Christmas 2 years ago. (I feel so indulgent when I rev that thing up) So it was really no surprise to see the numbers this week in SN for center store categories. Right there at the top was specialty single-serve coffee and coffee additive/flavorings. And hands down I personally take responsibility for drinking my fair share. 

My boys will be happy to see that they have successfully contributed to the steady incline in the craft brew numbers too. I guess good old beer just isn’t good enough for Millennials anymore. Gone is the “Champagne of Beers”, “just the kiss of the hops”, Schlitz “Tall Boys”, “Where there’s life…there’s Bud” and the chilled mountains of Coors days. Now it’s Lager this, or IPA that. And what the heck is a Lime Straw-Ber-Rita? Is it a beer or a mixed drink? It’s all way too confusing for me. Every time I gather these Millennials to the house (really so I can see my grandbabies… so shhh) they are toting in some “new” craft beer I’ve never even heard of. Then the very next visit they have a completely new and different one…always trying to one up each other these boys of mine.

I keep seeing these Millennials driving and shaping the aisles I shop in. Specialty coffee…on the rise 7.6%, craft beers 3.5%, wine 5.5%, healthy snacks 2.6%. All the while key center store categories like frozen foods, soups and most intriguing, cold cereals plummeted down -3.1%. But true to form the perimeter store categories, every one of them, have jump up drastically. I tell you, the independent retailers who are making their mark early are the ones who are jumping into the millennial fire pit of marketing. The Neilson numbers don’t lie. It’s happening. Deli’s, Bakery’s, butcher cut beef, poultry and pork, natural cheeses and fruit and vegetables are all making their marks…with big numbers too. I admit it….I find myself shopping in these same categories more and more these days. 

Some of it’s because I’m being influenced by my millennial kid’s purchases, some by the availability of more and more local produce and fruits, and sadly, some out of the pure convenience and increase in quality of ready-to-go foods. (Face it, I’m getting older) Don’t misunderstand me though, I still walk those aisles…old habits are hard to break. I see fewer and fewer of the young crowd on those long treks up and down aisles….most look like me now, the older crowd still trying to hang in there and make our mark while we can. But I see those days fading fast…along with my hair color and my caboodle. (which my daughter now calls “vintage”) So as much as it hurts me to say it, let me go. Don’t give me the shelf space I once demanded. Find those new healthy and specialty items my millennials like. Bring in more cause-driven products and locally sourced jams and such. Expand the natural and organic selections. Craft beer the heck out of it and market it loud. Make the center store a place the millennials want to shop with items that excite their “oh so epicurean palettes" I might even buy them too…

#grandmillennial
Blue Skies Everyone!

You Want A Healthy Kids Breakfast? Where Did This Come From?

Posted By: LeeAnn Taylor

You want to see my iPhone? Why? Your 9 years old…you want to show me a healthy recipe? What do you know about healthy foods… and what site are you going to? Let me see this!…..Just another exciting weekend in the life of this Grand Millennial. 

Alex is my first born grandchild… the only male (poor thing), lives for Hot Wheels and talks like he’s 34. I love him to death. Probably because he challenges my intellect….which is not so hard to do these days. He really threw me for a loop last weekend though. The typical “what would you like to eat?” question brought about one of the most surprising conversations ever and one that resulted in a trip to the grocery store for provisions. He had seen on the Disney channel a site called Mickey Check which has healthy recipes for kids to make…. making them feel good about their choices. Not surprising Alex had already visited the site and picked out a waffle he said he REALLY wanted to make…one with a big yellow checkmark denoting the healthy content. Ricotta cheese, apples, cinnamon, oat and whole wheat flour, flaxseed, egg whites, blueberries and strawberries? It looked delicious!... What had this clone done with my grandson? I ran with it, more out of curiosity and complete shock…But it really got me thinking about the marketing of parents and how targeted marketing was being used so successfully through Alex to his Millennial parents (and grand millennials) who held the purse strings. Not a new concept but a brilliant application with a millennial vibe.

Once again my mind starts churning on how to incorporate a kid friendly recipe program into grocery stores at the point of purchase were parents could be influenced…and delighted to see their young ones wanting to try healthy foods. What parent in their right mind is going to say “Nope…no healthy foods for you mister.” 

A kid friendly recipe kiosk is great but not always affordable for smaller grocers. Maybe something that gets the kids attention while shopping with mom and dad would hold the biggest advantage I think. A weekly poster board with pictures of kid healthy meals and a recipe card…How about incorporating your web site where they could send pictures of their favorite meals to as well? Every kid over 3 knows how to read URL’s these days. Or, how about an endcap display with most of those ingredients and an eye catching recipe card with the child's pics on it. Something the kids (dragging their parents along) know would be there week after week…Something that engages the kids…ergo the parents. And then you got em’! Just like I got got.

#grandmillennial                                                               
 Blue Skies Everyone!

What's Wrong With My Branding?.....It’s Always Worked Before

Posted by: LeeAnn Taylor

Branding is a tricky thing. Who can figure which end is up these days?... It’s a real head scratcher. For years you’ve spent time and invested money in carrying a message that you thought spoke to your core customer. Now you find out that your customer demographic is in the process of changing and these new Millennials don’t necessarily relate to your voice. (or you to them for that matter) And so the saga begins.

Well... I can guarantee my kids know who is speaking their language. It’s the Pepsi’s and POWERADE’s and the General Mills of the industry. Want to get a glimpse into the millennial marketing they are so vested in? Do it. Type in pepsi.com or Powerade.com, I dare you, but be prepared. It’s nothing like you would have thought. It’s an assault to “my” senses but my kids relate! Total interaction on steroids, and gamification to the hilt. It’s the big league. These big boys have spent millions learning how to tap into this market…..so to my way of thinking why not take advantage of the millions they’ve spent and learn from their investment? IT’s FREE. So…..(Big drum roll please) here’s what they’ve learned:

Let them (the Millennials) help you build your brand.

WHAT!?! Give them the keys to the castle? You’re kidding right? 
Yes, to be honest…that’s exactly what I’m saying. 

Millions spent and that’s the big takeaway…. Let the Millennials help you build your brand. Get them involved, let them express themselves, start a dialogue, give them a platform to help carry your branding out into their world, they can be your brand ambassadors...they need to be part of the process. And it needs to be productive.

Starting with an on-line game is always a safe bet. Be creative, it’s the engagement that really matters. Ask them to Facebook, Tweet or Instagram their favorite new product. Whoever receives the most “likes” etc. receives that product. Or maybe they can post pics of their favorite meal and so on. You would be surprised just how quickly they “share” that post with friends and family and voila…you have a conversation going. Now gather their input, listen to them…get to know them, have a productive dialogue and open up the channel of communication. Give them a reason to take action for your brand. Ask for reviews on products, service, added value programs, samplings...Engage, engage, and keep engaging. Its work, I’m not going to lie, but it’s essential. And I’m not saying you have to change your brand...I’m saying it’s time to tweak how and what parts of your branding to carry to the next generation of shoppers. What is your voice talking about? Social awareness, engagement, employee recognition, sustainability, community, personalized customer service, going the extra mile, added value programs, games, entertainment, music...all these things count to my Millennials in choosing a grocer. Promote your smallness as a great thing….a more personalized experience. Bottom line…and MOST important… follow through on your promises and commitments to service and be true and transparent. Make your product, their store experience a great one. Find your niche and brand to it.  My Millennials are looking for great products and brands to share about….give them something to share and talk about! What better way then to have them vested in your branding as loyal customers? Let their fingers do the talking….

#grandmillennial

Blue Skies Everyone