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!

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

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

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

Who Wouldn’t Want a Roadmap to Millennial Marketing...

Posted By: LeeAnn Taylor

I wish someone had sent me home from the hospital with a roadmap or maybe even a user manual back in the 80’s when I gave birth to my Millennials! I’m sure I could have been spared countless hours of angst and numerous mistakes. Luckily for you, we have learned a thing or two over the years about these Millennials. As the fastest growing generation in the marketplace, it’s important to learn how to market this group now, (or rather, not look like we’re marketing) before they “take over” the marketplace in 2017 and outspend Boomers. So I’m going to be giving you a little road map to success over the next several weeks to kick off the New Year.

Let’s start with the basics. Who are Millennials?

As a whole they were born approximately between 1977 and early 2000, and 9/11 is the significant marker for qualification.

Right now they are broken into two separate life stage phases. One group is married with their 2.0 kids, a house mortgage and Fido at their feet. Essentially they are acquiring all those same comforts and responsibilities as their parents, just a little bit more delayed than we did it. Let’s just say they are the “doing it all right” group. They are the least talked about of the Millennials, but surprisingly make up a slightly larger percentage overall. Now the second group is just getting started on earning an education and puts a lot of value on travel, friends and fun. They are in far less of a hurry to marry and take on financial responsibilities, and are just now getting their first place outside of mom and dad’s house (even though they are 26 and mom still pays the cell phone bill). They live with 50 of their closest friends. OK, maybe just 2 or 3, and they change jobs quicker than I change my hair color….which is a lot.  I like to call them the “I don’t want to be an adult yet” group. As a group they aren’t gaining any real toehold in the world yet…with yet being the optimum word, it will come. This is also the group you’ll hear talked about the most and the one used frequently as the defining example of the Millennial generation as a whole…which is a huge, huge marketing mistake.

The really good news for you as a grocer is both groups need to eat!! So yay for that. You don’t need to discern which group you need to reach….everybody eats. And luckily for you Millennials do have a few specific characteristics, if used to your advantage, can help you communicate, reach and market with a relevant voice and perspective.

According to The Center for Generational Kinetics (a really good read by the way, if you have a few minutes I recommend it) there are 3 key characteristics of millennials that define them as consumers.

A sense of entitlement

Tech-dependence

Being outcome driven

So let’s break these down.

While a “sense of entitlement” may sound bad it’s rooted in the way Boomers have raised this generation. Our desire to make life easier than we had it has resulted in a generation that is …let’s just say…..slower to take the steps into adulthood. In short…They want all the benefits and freedom without those cumbersome responsibilities that accompany adulthood. The responsibilities of becoming financially independent, finishing school, getting married and starting a family are more delayed, more so than any other generation, but it does come. We’re just beginning to feel the impact of this delay in the marketplace. Those bigger ticket purchases are increasing and we are starting to feel the effects on our economic forecast.

Tech-dependence…now that has very little to do with an understanding of technology and "everything" to do with how they prefer to communication and function. Millennials need technology to do everything from simply waking up in the morning to buying a house. They will text before making a call, look up products and service information, garner anonymous ratings and even make big purchases sight unseen from their devices. It’s really staggering how totally dependent this generation is on these devices. When was the last time you had a face-to-face conversation with a Millennial that lasted longer than 5 minutes before their nose was back into their device for one reason or the other?

Now, this last characteristic even I myself have been guilty of misrepresenting from time to time. It’s the “fast food” or “instant gratification” syndrome Boomers like to mislabel Millennials with. In reality, instant gratification and “outcome driven” are really quite different. The only way I can really explain outcome driven is to compare how I make a purchase or purchase decision, and then compare them. It’s really quite simple….I do “A”, then I do “B” and ultimately I get to “C”, the end game. It’s logical, straight forward.

Millennials, however, start at “C”, the end game, and work their way back to “A” and probably skip around to “D” to figure out the how’s and why’s, and then “if” to accomplish almost every purchase. They don’t like to be insulted with wordy marketing and advertising and will skip right over all that. They are visual consumers and respond to calls-to-action.... when in an engaging format.

So, now that I have laid the ground work, we can begin to explore their communication methods, purchasing pathways and relevant strategies to reach them. The really great news however, is once you have them, they are exceedingly loyal to a brand. And with 50+ years of buying power ahead of them…it’s really worth the investment today.

Blue Skies Everyone

#GrandMillennial

….Bye-Bye 2015

Posted By: LeeAnn Taylor

I’ve seen all the Christmas movies this season, got my fill of “…you’ll shot your eye out”, and watched every show that recapped the highs and lows of 2015. I even found out on Christmas day that I have a new grandchild on the way in August! Overall I feel pretty good that I’m ready to happily move forward into 2016.

I’ve made no personal New Year’s resolution this year, because I break them anyway, so I figured why set myself up for failure right out of the gate? Instead, I’ve dubbed 2016 the year of “trying new things”. This is the year I’d like to step out of my comfort zone and try things out of the box for me. Whether that be personally or professionally, I’m going to be a little more adventurous. Everywhere I look things are changing and change can be a scary thing sometimes….fear of the unknown can be paralyzing, if I let it. But what do I really have to lose? How much am I missing out on because I don’t want to step out there and try something new or maybe change the way I’ve always done things?

So I invite you to join me. Let’s be courageous this year. Let’s be open to challenging ourselves together. I talk a lot about the changes that Millennials are having on our economy and businesses and how that affects us. Are we really changing with them? Sure we use gadgets more, surf the net and stick our toes into social media. But are we making the changes and taking chances with our businesses where it really counts…or are we paralyzed in how we have always done things and afraid to step out there? 

Is our mindset open enough to not be afraid of what we may not fully understand yet? Or are we stubbornly going to dig our heels in to the comfortable and be complacent in these times of great change and opportunity? My hope for this year is that we all be open to new experiences, new technology and new people in our lives….personally and professionally.

Blue Skies Everyone

#GrandMillennial

Is My Competition Really What's Going To Make Or Break Me?

Posted by LeeAnn Taylor

Last week I was reading Leslie Sarasin’s latest blog about the Worry Index. If you aren’t familiar with the Worry Index it’s a section of FMI’s The Industry Speaks research which compiles a list of the grocery industry top 10 issues identified by CEO’s as concerns they deem most impactful….the ones that keep them awake at night. I had seen Leslie speak about a month ago on this very topic and was kind of mesmerized by the issues and numbers FMI was putting out there in comparison to last years. The more I listened the more I knew I have been on the right track for a while now. I got really jazzed over a very specific area though. Take a guess guys….ta da…it’s the effect Millennials are really showing in the grocery marketplace over 2015.

There is no surprise that “competition” in of itself has always been a factor right at the top of the Worry Index, ranking either #1 or very near the top for years now. Then this year it darn near fell right “off” the Worry Index list, barely hanging in there at #10. How could that be? More importantly I guess the real question we should being asking is “why” is that? Hasn’t competition been a key factor in doing business? Does the economy stabilizing have anything to do with this? Or are the micro type marketing initiatives beginning to show numbers?

I do have my own suspicions and it shouldn’t be too much of a surprise to anyone who reads my blog. It’s those darn Millennials again. I believe that as we have moved our marketing into an era that uses more media and social marketing to entice Millennials on a “one on one” basis we are really seeing the differentiation of stores. I talk an awful lot about making each shopping trip an experience and now the numbers are starting to reflect that mindset. The sheer need to draw more Millennials into your floor space has made a lot of grocers think out of the box in their marketing concepts, opposed to just the older competitive pricing structure that had been occurring for so long. 

As we all throw everything at the wall trying to entice more Millennial shoppers in 2016, I think we will see the differentiation of the shopping experience continue to elevate over sheer competitive price matching that has been the main staple of the past.

So what’s our take away? I think we’re all starting to see that competition isn’t necessary with the store down the street any longer…our main competition lays right within your own four walls and just exactly how far we are willing to go to make a shopping experience  unique and personalized for the Millennials…and even their parents. Remember, I may not be leading this parade like my Millennial kids but don’t be mistaken; I am not opposed to joining that parade as it passes by me. So, if we are our own competition now and we’re only limited by own creativity, then isn’t this an opportunity to finally take the upper hand? Just give that a minute to settle and percolate….then go for it!

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

Help…I Need To Connect To These Millennials Socially And Don’t Know Where To Start

Posted by LeeAnn Taylor

If I can figure out how to technically get into the social game…take my word for it, so can you. I’m no slouch but let’s face it, if my iphone thingy stops doing whatever it’s supposed to do or my computer starts acting up I call one of my kids or nieces PDQ. I’m no dummy…they can do this crap with their eyes closed, eating an ice cream cone and snap chatting all at once. I‘ve seen it.

A simple Google search on how to make a blog and one hour later I was up and going. It was almost too simple. I felt like the instructions were written just for me…Boomer proof. Once I overcame my fear of the unknown the rest started to come easily….and wham… I had a social presence with relatively no cost. Next…. tackle all these different multi-channel avenues I hear everyone talking about. Instagram, Twitter, Pinterest (I knew what that was), Snap Chat (no clue), Tumbler (something you drink from) and Yik Yak (a big furry animal with a cold apparently). 

First I had to understand what they were before I could get creative in how to use them. If I had a question about one of them I simply asked the first handy Millennial that came along. Again…simpler than I thought. Maybe I can do this…The good news is so can you!

I can well imagine the next logical question is, “Great LeeAnn, now that I have all these platforms what exactly am I to do with them?” I’m here to tell you that you’re only limited by your imagination. The sky is the limit but I suggest you start smaller. Recipes, pics of foods, health tips, healthy meals, news, charity events in your town, recognize employee birthdays or anniversary, fundraisers, new products, social consciousness….really any type of branding that Millennials will relate to. You can always ask Millennials close to you what they’d like to see. What interests them? The one word of caution I will offer is to not talk “about” grocery shopping per se. That’s not what they want to hear and will tune you out. Millennials want to hear about topics that inspire or speak to them while shopping, not the act itself. Like I’ve mentioned before…entertain or inform, that’s the trick.

A Millennial friend of mine Terryn Lawrence is full of sage advice and said it best. “Millennials check Pinterest all the time for quick “what’s for dinner” ideas. Offer a diverse selection of healthy, quick, easy and even adventurous options. Leverage your platform now and integrate Pinterest and in store shopping by directing the Millennials to recipes on line, while using these online recipes to drive traffic in store.” Well said my dear.

So go ahead and dip your toes into the Social Media arena, if you haven’t already and let those creative juices flow. There are Millennials within your mitts that would just love to help you get connected and stay connected to their generation….they live for it…literally.

#grandmillennial

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!