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!

Can My Boomer Mindset Make The Right Marketing Decisions To Attract Millennials...

Don’t forget how to market to the Millennials that are shopping in your store!  Marketing is the key to grabbing their attention…and they’re purchasing power.  Revisit my blog from earlier this year, and remember to keep up with your Millennial Marketing Decisions!

Posted By: LeeAnn Taylor

Sure you can! Us old dogs learn new tricks all the time. Replace TV with Facebook, radio with text blasts and newspaper with email marketing…you’re half way there. This little roadmap I’ve been creating this month really does have a destination.

Think about it? You can’t swing a cat by the tail these days without hitting a Millennial. They are EVERYWHERE. So let’s embrace them and not fear them. I’m sure our parents felt some of the same reservations as they watched us changing the course of history with our unconventional dancing and obnoxious music. How about the rebirth of the feminist movement and the new-fangled credit card? (which was surely going to be the death of us all) All these I’m sure were terrifying to our parents. They survived us… and we will survive Millennials.

There really are 3 keys to Millennial to Marketing.  Be Relevant, Be Social, Be Charitable.  How you choose to embrace these 3 concepts will determine your future success. Look at them as an opportunity you can take action on. Millennials can grow your business in a way that no others can, so take the opportunity while it exists. Make a decision today to make one change a month in how you market and operate as a grocer. Small baby steps… There’s no need to eat the whole elephant at once.

Let the Millennials you probably already employ offer up new avenues and engagement techniques that might appeal to their peers. Change things up….All around you is a cache of information and help to advise you along the way. I find that most of the Millennials I meet are pretty darn dynamic in their thinking, and if nothing else inspiring. So be inspired…

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

Can My Boomer Mindset Make The Right Marketing Decisions To Attract Millennials...

Posted By: LeeAnn Taylor

Sure you can! Us old dogs learn new tricks all the time. Replace TV with Facebook, radio with text blasts and newspaper with email marketing…you’re half way there. This little roadmap I’ve been creating this month really does have a destination.

Think about it? You can’t swing a cat by the tail these days without hitting a Millennial. They are EVERYWHERE. So let’s embrace them and not fear them. I’m sure our parents felt some of the same reservations as they watched us changing the course of history with our unconventional dancing and obnoxious music. How about the rebirth of the feminist movement and the new-fangled credit card? (which was surely going to be the death of us all) All these I’m sure were terrifying to our parents. They survived us… and we will survive Millennials.

There really are 3 keys to Millennial to Marketing.  Be Relevant, Be Social, Be Charitable.  How you choose to embrace these 3 concepts will determine your future success. Look at them as an opportunity you can take action on. Millennials can grow your business in a way that no others can, so take the opportunity while it exists. Make a decision today to make one change a month in how you market and operate as a grocer. Small baby steps… There’s no need to eat the whole elephant at once.

Let the Millennials you probably already employ offer up new avenues and engagement techniques that might appeal to their peers. Change things up….All around you is a cache of information and help to advise you along the way. I find that most of the Millennials I meet are pretty darn dynamic in their thinking, and if nothing else inspiring. So be inspired…

http://genhq.com/

http://genhq.com/Millennials-Gen-Y-Generation-Y-infohttp://www.statista.com/topics/1779/us-millennials-grocery-shopping-behavior/

Blue Skies Everyone

#GrandMillennial

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