What if we told you that digital is dead? You wouldn’t believe us—and for good reason— but it’s a fact that the way retailers approach their ecommerce sales and marketing strategies is changing. While a digital-first approach has led the way for the better part of this century, consumer brands are now shifting into nostalgic-driven directives that pair Millennials’ need for personal connections with their desire for quick, easy shopping.
Enter: analog tech.
The buzzword may be new, but the premise has deep roots. Millennials grew up with the dual dynamic of the oncoming tech wave and the mom-and-pop shop mentality, and as adults they’re looking for an experience that seamlessly melds the two.
Looking for ways to create the ultimate shopping experience for Millennials? It’s easy as…
1. Personalize Your Approach
62.2% of Millennials shop in-store at least 1x per week, and they’re looking for a personal connection to brands—and to in-store associates. And the opportunity is huge: when shopping for a product online and in a store, Millennials are significantly more likely to purchase in-store. Help seal the deal with a twofold approach:
First, use tailored consumer data to offer more personalized options. By collecting sales and key demographic data, you can adjust your inventory to ensure you’re meeting shoppers’ specific needs across each of your stores.
Second, empower in-store associates to build strong connections. Does your product lend itself well to demoing or sampling? Have your team offer free trials and insights that consumers are asking for. (Using ThirdChannel, one CPG brand saw a significant increase in average units sold not only during demos, but also during the 14-day period after.) Are shoppers asking for specific products on your social feeds? Get the word out that you’ll be showcasing those products in-stores and have your team ready to welcome the crowds.
2. Curate the Experience
In a world where social sharing is king—take, for example, the fact that 68% of Millennial shoppers have purchased a product a peer shared on social media, and 84% say user-generated content plays a role in their purchasing behaviors—it’s key for consumer brands to play up the perfectly curated displays of social in order to connect shoppers to products.
Millennials want to touch, see, and test products, and they expect them to be easily accessible—and in an eye-catching display. By ensuring proper merchandising, stock levels, and POP setups, you can give consumers the digital-style designs they love with the product experience they crave.
Looking to create a better curation experience, one luxury eyewear brand used ThirdChannel to enhance merchandising visibility, track inventory and fixtures, and provide ground support for POP sets and resets. In doing so, they sold 12.3 extra units of product per month per door, increasing monthly sales by $909.
3. Educate Your Associates
Millennials are savvy shoppers, and they expect in-store associates to meet (and exceed) their expectations. Nearly 1/3 of Millennials don’t think store staff know enough about the products they sell, which can disrupt their buying experience.
Ensuring that in-store associates know the ins-and-outs of your products is essential. Consider bringing on brand-matched Agents that can educate your in-store teams on key product features, selling points, and advantages over the competition.
In stores staffed with ThirdChannel brand Agents, one sporting goods brand saw a 13.7% increase in sales (compared to a 3.5% increase in stores without Agents) and, when they had 10 or more consumers engaged with by Agents, saw an 18% increase. When more in-store associates and Agents are educated, and more consumers engaged, the sales results are higher.
Interested in learning more about how ThirdChannel can help your brand? Request a free demo now!