Millennials Learn the Grocery Facts of Life
2. Brand marketers can no longer depend on standard tools like in-store displays and eye-catching packaging to get trials and re-purchase from Millennials. They must meet Millennials where they are and digitally shorten the distance between interest and purchase. This presents a huge opportunity for smart brands to end the retailer stranglehold over the buying experience and regain closeness with their customers. But, this doesn’t mean jumping into e-commerce themselves, but rather actively partnering with shoppers and taking them into the carts of partner retailers.
3. All marketers need to be careful not to default to old-fashioned, price-driven promotion to build Millennial interest. Convenience and uniqueness/experience appear to be at least as, if not more, important than price to this audience. Price messaging may fall flat, or even work against you.
As Millennials begin to buy homes and have children of their own, they’re quickly becoming the most important market segment and will continue to drive preferences across the spectrum. Smart brands and retailers who find ways to meet their needs in unique, intelligent ways will find their numbers rising with all audiences.
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.