A Modern Approach to Creating Depth with Millennial Shoppers
Despite the rise of online shopping, customers continue to crave experience–the smell, the feel, the satisfaction of trying things on. And yes, even feeling like they got a great deal. While purchasing activity online continues to increase, shipping time, instances of returns when necessary, and overall convenience, are considerations that consumers, especially Millennials (and Gen Z right behind them), are thinking about prior to pulling the ‘purchase’ trigger.
For retailers and brands this can be a double-edged sword. Surely, profits are greater with a simple online direct-to-consumer approach. but when looking to acquire new loyal patrons, the offline experience can have so much impact. An obvious upside to an all-encompassing approach (both online and off), is that a brand is able to leverage several consumer touchpoints in an effort to gain trust and credibility. YouTube videos, PDFs, infographics, articles, social profiles, in-person experiences, the store. These all make up the overall culture created to foster community. All of these pieces working together seamlessly creates an unparalleled experience that drives lifelong loyalty and community, allowing increased online sales, engagement and advocacy.
You may in fact already have that down. However, if you feel like you may be falling short, we’ve got you. Staying ahead of the curve with what consumers are wanting today, and even more so, tomorrow, is something many brands struggle with. Expensive tests, volatile consumer feedback groups and efforts to adhere to the loudest voice, or spending millions to roll out a product that still doesn’t hit desired projections, leaves brands frustrated and behind. Things brands can better control are their messages and how they command a new consumer trend. This is where the beauty lies (pun intended) and where we get excited about understanding human behavior and how we can shape it with social capital. How are you positioning your next big move?
A Balance, POP and Purpose to Engage Millennials
Balance Influence with Intent – There is certainly a time and place for influencers, celebrities and attractive models. You should also consider the marketing channel or outlet to reach your new consumers. Not every brand needs to strive for the Dove body-positive campaigns, but there is a noteworthy reason to speak to the masses. In an overly-saturated industry, people today are wanting more authentic, relatable brand ambassadors and real people as ‘models’ who act as a daily archetype these consumers can aspire to. Creating, blending and sharing an array of real, relatable messages is undoubtedly the ‘sweet spot’ today.
POP that Differentiates Meaningfully – In analyzing successful brands in the industry, many of them exude a POP that consumers recognize, which truly differentiates the brand. Ideally, this recognizable, endearing element has some depth, meaning, and values attached that customers can identify with. Perhaps this piece is lacking from, or inconsistent throughout, your brand. Here is where we dig in and extract brand’s unique differentiator, then bring it to life across various extensions, outlets and media channels.
Purpose Drives Loyalty & Community – Corporate Social Responsibility extends beyond production and distribution practices. Consumers today are eager to support brands that contribute to initiatives they align with and care about. Carefully associating with and crafting the story of why you care about this cause must be done tactfully or it can otherwise be detrimental. Buyers can read through all the BS today, and they have seen enough of it to know whether your support is contrived or authentic. A well-crafted cause marketing arm can and will boost social reputation amongst consumers and employees, ultimately increasing your brand equity.
Education, Engagement, and Expansion at Consumers Fingertips
These industries are so tactile and rely on customers to know the product and use it regularly to continue to move merchandise. Through the use of Augmented Reality (AR), brands now have a real-time avenue to provide product education, how-to’s, influencer videos, as well as a platform for contribution and community around the product with other users. The possibilities of how brands further their narrative and the boundaries of content with AR are nearly limitless. We are excited about how brands can use AR in new and innovative ways to enhance their customers’ experience before, during, and after using their products. Have you considered how consumers could engage through augmented reality?