Millennials Learn the Grocery Facts of Life
It’s really not Millennials’ faults that they believe food just shows up in their apartments. As a group, their mothers didn’t typically drag them into the grocery store to learn “where groceries come from.”
Of course, there are some exceptions, but it’s probably fair to say that it likely never occurred to many Millennials to worry about how chips regenerated in the cabinet, milk refilled itself and laundry detergent bottles stayed full. They reached adulthood without internalizing the paradigm that their mothers were taught from childhood: weekly trips to the store, waiting in lines, lugging bags of heavy groceries into the house. When they graduated into living alone, they may have found themselves a bit ... hungry and smelly.
Just as predictably, when Millennials looked for a solution, many started with the tool they knew best -- the one perpetually at the end of their arms: their cellphones. Based on our latest research at SmartCommerce, Millennials are most comfortable buying food/CPG items online, and only 34 percent indicated that they buy all groceries in traditional stores.
Further, when asked why they purchased CPG products online, younger audiences were most likely to say that their primary motivation was convenience.
So, how can marketers reach Millennial shoppers?
1. Retailer marketers aren’t going to convince convenience-driven Millennials that the “real” way to get groceries is to get into a car, park in a crowded lot, push a recalcitrant buggy through a store, find your groceries, wait in line to pay, load up your car, drive home and then carry the groceries into the kitchen and put them away. (Actually, that doesn’t sound that great to me either, now that I read that again). Instead, retail marketers must find new ways to connect with this audience. Rather than trying to bring the Millennial into the store, they should bring the store to the Millennial.
Jennifer Silverberg is the CEO of SmartCommerce, the international solution helping leading CPG brands like P&G, Unilever and Nestle own and drive their customers’ online buying experiences. SmartCommerce provides unique, brand-focused solutions that help build brand-customer connections in the rapidly changing CPG marketplace.