Millennial shoppers are those born between 1980 and 2000 and represent the 20th Century’s last digital generation and the very first.
When it comes to shopping, millennials do things in a big way, changing the rules of brand marketing and redefining purchase habits, all of which is revolutionising the shopping experience as we know it.
What may come as a surprise is that, although digitally savvy, millennials aren’t all about online with most happy to hit the high street for an engaging in-store experience. With shopping viewed as entertainment, the first step retailers can take to transform their bricks-and-mortar stores into compelling destinations is to analyse their merchandising strategies.
Incorporating various electronic capabilities, including the use of tablets and interactive kiosks has helped retailers to connect with consumers by blending in-store merchandising with virtual product displays.
A successful example of catering for the millennials is through the work Momentum Instore did when we teamed up with AkzoNobel to deliver their new Dulux MixLab+ units into Homebase stores. Our teams installed touch-screen self-service applications to offer customers an easy and intuitive onscreen journey to find the perfect shade of paint. This quick and easy digital application allows customers to choose from 1,200 colours, and select the right function and finish, before finally getting the paint mixed.
The Dulux MixLab+ project demonstrated a retailers and brand coming together to offer millennial customers a complete in-store solution without the need to complete part of the process online.
Millennials play a huge part in the drive for new retail user experience. The demand for a more interactive shopping experience is rising so fast that all high street retailers will need to focus on their in-store experience and the time to start is now.
For more information on our work with AkzoNobel and the benefits it brought for the brand and retailer, you can download the case study below.
