Food For Thought.....

Posted By: LeeAnn Taylor

As I watched the first Presidential debate last night I couldn’t help but think about the similarities in how millennials are shopping for a presidential candidate, and how they shop for food…The irony is that there is very little difference between the two. I was hard pressed to find more than a smattering of millennials who sat through the debate……

Instead….They watch 28 second short sound bites….They’re swayed by peer….and visiting websites….and texting and re-texting and posting and re-posting and tweeting and re-tweeting...looking for a successful recipe without having to invest too much time.

Ironically, kind of a pre-packaged, portable organic answer to both.

Isn’t that how they shop in your grocery store? Aren’t those the very same methods I have been suggesting retailers implement to reach and garner millennials as a customer base? We’re trying to build loyalty, and so are the candidates. Tell millennials what you have and where to find it, let them know the benefits, make it organic as possible and easy to carry, and they’re sold. Sounds like grocery shopping to me!

I’m certainly not promoting one candidate over another…politics and food…just sounds like indigestion to me. What I am saying is these candidates have figured out that to build loyalty in millennials they have to reach them through the methods they prefer, and speak to them in a way that they understand….just like the omni-channel approaches we are all now entertaining. Just a little food for though.

Blue Skies Everyone

#grandmillennial

Is That Another New Organic Product?

Posted By: LeeAnn Taylor

I can still remember when we all thought the “natural” and “organic” movement was just another passing phase. How wrong we were. If anything these Millennials are bound and determined to make believers out of most of us skeptics from years past. Leading the charge in my family is Rachel, who so happens to be the mother of my latest beautiful grandchild Amelia Rose (As a grandmother you never pass up the opportunity to boast about the grandkids… so pics will follow!).

My point being that Millennials who are parents make up the largest group of organic buyers, according to the latest Organic Trade Association research.  Not surprising 52% of parents who buy organics are between the ages of 18-34. This is obviously not a phase…and their reasoning to buy organic and natural varies.  Leading the charge is the well being of their children and the benefits of organic products. Rachel puts great value in knowing  “where” and “how” their food is grown and sourced. Next in line, the sustainability of our environment. 

As a retailer, how can we ignore these numbers?  I get that shelf space is a commodity; I understand that for every new product we lose a long suffering staple product or have to downsize facings. But can we afford to NOT do it and risk missing out on a whole generation of shoppers? This is differently a strategic question.

As a general rule independent retailers have a done a pretty good job of incorporating organics and natural products into their perimeter store departments this year. And the numbers are just starting to show. Prepared and portable foods have had a good showing as well. Remember this is a generation who eat on the fly and meals are typically unplanned.  So when they do want to actually play Betty Crocker (sorry Rachel) they need some help. Recent reports show an increase in meat and poultry shoppers with Millennials. Organic, natural and grass fed meats have a lot to do with that. In fact, two-thirds come home with meals they hadn’t planned on making. So if decisions are being made while they’re walking the aisles of your store you have a lot more influence over their choices than you realize. Recipes, recipes, recipes….I hate to sound like a broken record but recipes can make or break you. Think about this…recipes will drive Millennials to center store products. Are you ready for them? Do you offer organic spices to go with that piece of meat? Are organic dairy items gracing you’re shelves?  Can I get a hallelujah for a can of organic stewed tomatoes! (Believe me, a Millennial couldn’t stew a fresh tomato to save their lives)

Even as a proud Boomer, I too am faced with having to adapt my shopping purchases. These millennials are no joke on what goes into their kid’s mouths. As a card carrying #grandmillennial  my fridge had better be stocked with the appropriate foods when my grandchildren grace my threshold. Organic juices √, Fresh chemical fresh fruit √√, natural lunch meat √, whole wheat breads √, natural juice popsicles√√√, twisters and skittles√……Did I just say that out loud? Great, now I’m in trouble….gotta run home now and hide that crap fast before you know who shows up and busts me.

#grandmillennial

Blue Skies Everyone!

Millennials In The Marketplace….What Makes Them Tick?

Posted By: LeeAnn Taylor

Millennials like to turn buying into something akin to a social event and it gets competitive! Take my daughter-in-law Farin and daughter Megan for example. Around Christmas time my brother told Megan about the ibotta app. She in turn told Farin, who downloaded the app and Megan received a $5 referral. It’s been on like Donkey Kong since then. Farin is using the heck outta that app. She’s accumulating some serious cash back on everything from milk and cheese to produce. So has Megan.

This is so typically Millennial. The sharing of information and passing along discounts. They put a lot of stock in other user-generated feedback. These are different creatures than we have ever experienced in the marketplace. Understanding them is really key if you want to sell to them.

As a generation they are just now entering into a life stage where making big purchases is finally occurring. Yes, its delayed but it’s here now. The “why” is certainly up for debate, and a whole conversation in and of itself. Let’s just stick to the now and my girls are a perfect example.

While making almost all purchases Millennials view pricing as dynamic from food to cars. They expect to get a discount or break. There is going to be some rebate, some discount, some app or reward program that is going to compensate them for making a purchase….and there almost always is. I just couldn’t imagine purchasing say, a washer and dryer, without actually being in the store looking at it. But a Millennial will and not think twice about it. Purchasing on-line is second nature. Another trait is their need to view other user-generated content on products…all most always. They put almost as much stock in a total stranger’s feedback as in their parents. (I still like to believe my kids put value in my opinion, so let me live in my own pretend world on this one, please) And cash….ask a Millennial for a buck and see what happens. It’s not that they won’t give you one; it’s that they don’t HAVE one! Cash? What’s that? 

So how do we use this information to our advantage?

First off, as relatively new consumers Millennials are not yet brand driven. That’s good. It gives you the opportunity gather them as consumers to our brand, your store. Their loyalty is still up for grabs.  Since they share feedback, experiences and referrals on a daily basis, the “build it and they will come” theory can really work to your advantage, if you play your cards right. A good experience will almost always be accompanied by a positive post purchase comment, and vise versa. Coupon apps are big. So if you can participate in one, do it! 

If you haven’t explored having an on-line ordering platform with drive-up pickup, now would be the time to do so. Fingertip buying-its second nature to them. Anything that will make the buying process easy they will respond too. With Millennials being your target demographic for the next 50 years, it’s almost imperative that you make these adaptions to your store and marketing before they move on to somewhere else that has. You just can’t take the same approach you have in the past.

I’ve yet to talk about your social causes. As a small community business this topic is even more imperative for you. There is a HUGE emphasis placed on shopping at businesses that promote their communities, contribute to social causes and has a charitable cause. I can NOT stress this enough. Your marketing should reflect your causes as well as your in-store audio messages and social media. Word will spread like wildfire.

You’re selling more than groceries these days…your selling an experience as well. Maybe that sounds hokey but it’s really true. Millennials are looking for a feel good type experience to accompany their purchases.

So all these topics I’ve been covering this month contribute in one way or another to the overall experience, and will ultimately determine just how much Millennials will relate to your store. Everyone needs to eat, so that means everyone needs to shop. Let’s get as many Millennials loyal to you as we can…because 50 years is a long time.

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

Tis the Season …..Millennial Style

Posted By: LeeAnn Taylor

It’s really hard for me to think about anything other than Christmas music right now since that’s an integral part of my “real” job….(the one that pays the bills). I prepare for the season like a veteran quarterback trains for the Super bowl and right now I’m sitting on 3rd and goal and feeling pretty darn good about it. Grocers have Christmas music…check. Now my millennial team gets to have some real fun and be creative with the seasonal audio advertising , which is where they really shine, and have some fun in the recording studio.

What do I do? As our illustrious leader likes to say “we serve independent grocers with in-store audio advertising and music” And we’re good at it! Our team of Millennials have their fingers on the pulse of what other millennials respond to, and more importantly how to reach them at the POP. For an independent grocer that’s key. Like every other avenue of advertising and marketing in-store audio has had to adjust to the beat of a completely new drummer to stay relevant. (which is what initially got my crazy brain dissecting Millennials in the first place). It’s not like I had nothing better to do. It became a necessity to do my job well and everyone knows if I’m going to do something… I’m gonna do it full out.

Transitioning can be a tricky business though folks. Why? First off you have your Baby Boomers, like little ole me, who are very much still viable consumers. You still need to meet my needs while I’m in your store…or I’ll get ticked off. I like the old fashion way you’ve always branded your store. Tell me about your low prices and savings and I’m yours! Now the Millennials, they want to hear a completely different kind of branding from you. In addition to a good price point they want to know about your produce and where it’s coming from, do you carry an organic line, where’s your pre-pared foods section, do you have sustainable practices, are there any local products on the shelves? That’s branding Millennial style. 

So it’s no longer enough to just say that you have an audio program. You need to tailor and custom build a relevant audio package that supports Boomers and Millennials alike, but most importantly speaks to your brand, carries your very specific message and philosophies, and engages the community that supports you. Through your ceiling speakers you have a medium that carries a clear voice to EVERY customer that graces your doors. Can you say that about a sign? Or a floor graphic or even a TV monitor? No you can’t. 

So create a radio program that makes you unique and stands out….and most importantly keep it fresh guys. Stale =boring=lost revenue. And if you’re anything like me you hate to lose….especially when it’s your mind. But then again, that would require me to have one to start with, and we all know my kids robbed me of that a long time ago.

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