February 9, 2010
Retail Customer Experience: Why Generation Y Isn't Buying Your Products
FROM RETAILWIRE:
Attention is short, demands are great and purchases are diverse...in a day and age where social media apps, slogan tees and even Nike sneakers can be customized to fit their lifestyle. What do you think retailers and brands may still not understand about selling to the Gen Y generation?
MY COMMENTARY:
Succinct and spot-on direction from the source! I especially like #3 and it's something we're talking about quite a bit with our clients, particularly in the licensing arena: the importance of proximity, participation and occasion. More brands are getting on board with this; instead of focusing on pure volume plays, they are looking at how they can make the most relevant and repetitious impression without wearing out the welcome. Social media is an obvious component, however, it also means exploring high-impact venues such as sporting events and concerts along with co-marketing plays that allow them to attach their brands and core categories to ones that already have traction with Gen Y. Thanks Gen Y for keeping everyone on their toes!
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