{"id":2013,"date":"2015-10-07T14:57:54","date_gmt":"2015-10-07T14:57:54","guid":{"rendered":"https:\/\/genhq.com\/?p=2013"},"modified":"2022-09-01T14:29:03","modified_gmt":"2022-09-01T14:29:03","slug":"top-5-hits-misses-when-targeting-millennials","status":"publish","type":"post","link":"https:\/\/genhq.com\/top-5-hits-misses-when-targeting-millennials\/","title":{"rendered":"Top 5 Hits & Misses When Targeting Millennials"},"content":{"rendered":"

Millennials\u2019 spending habits are changing the ways entire industries operate<\/a><\/span>. Any retailer wanting to stay current and competitive with this generation needs to take notice. Millennials are an enormous generation<\/a><\/span>, with unparalleled buying power, so winning them over now could mean dramatic growth immediately and in the near future.<\/h4>\n

 <\/p>\n

\"Things<\/p>\n

Many brands<\/a><\/span> have successfully targeted Millennials by changing their advertising strategy or offering different products and services. But others have not been so lucky<\/a><\/span>.<\/p>\n

In a recent Business Insider<\/em> article<\/a><\/span>, Jason Dorsey, Millennial research expert and President at The Center for Generational Kinetics<\/a><\/span>, explains the biggest hits and misses retailers have experienced with Millennial customers. Here are the top 5 for each to help you stay afloat with this choosy generation.<\/p>\n

HITS:<\/p>\n

    \n
  1. A level of local exclusivity.<\/strong> \u201cMillennials love exclusivity, limited-time experiences, and a local-centric feel,\u201d Dorsey explains. Whether this means seeking out pop-up shops where certain brands are sold for only a short amount of time\u00a0or attending a guest-bartending session by a celebrity chef at a local bar, Millennials constantly seek out experiences and products that no one else has.<\/li>\n<\/ol>\n
      \n
    1. Gourmet pizza<\/strong>. Even Millennials on a tight budget will splurge for extra meat on a garden-vegetable-variety pizza. Millennials value stylishness in all aspects of their lives, and pizza is no exception. \u201cYou may have three roommates, you may not own a house, but you can splurge and get a really awesome pizza,\u201d Dorsey tells Business Insider<\/em>.<\/li>\n<\/ol>\n
        \n
      1. Buying cars…online<\/strong>. \u201cTraditional retail experience doesn\u2019t play to how Millennials like to buy,\u201d Dorsey explains. Millennials are now buying cars in record numbers online because they can do it on the terms they\u2014not the pushy salesman at the car lot\u2014 Millennials feel safe when they can compare pictures, prices, and a myriad of other features from the comfort of their own home, or while on the go on their smartphone.<\/li>\n<\/ol>\n
          \n
        1. Organic, local food<\/strong>. Millennials care where their food comes from. They believe that the ingredients you use in your food and the way they were sourced speaks directly about your character and your company\u2019s message. Dorsey points out that, for Millennials, when you incorporate components like “gluten free [crust] and ancient grains…it almost represents what you believe.”<\/li>\n<\/ol>\n
            \n
          1. Social conscientiousness<\/strong>. Millennials care where their money goes. Brands that forefront their \u201cstory\u201d such as TOMS and Warby Parker thrive with this generation<\/a><\/span> of socially conscientious consumers. Millennials like to feel their purchases are going towards the greater good\u2026 and it doesn\u2019t hurt if the products you offer are on trend.<\/li>\n<\/ol>\n

            MISSES:<\/p>\n

              \n
            1. Traditional car-buying experiences. <\/strong>Walking into a car dealership presses all the wrong buttons for Millennials. They don\u2019t like being treated like a number or being hit with a barrage of high-pressure sales tactics. Millennials prefer a more relaxed buying experience, so \u201cwalking into a retail environment where people size you up and having a salesperson follow you like a shadow,\u201d as Dorsey explains, directly counters Millennials\u2019 consumer preferences<\/span>.<\/li>\n<\/ol>\n
                \n
              1. Not having free<\/u> Wi-Fi. <\/strong>Wi-Fi is essential in coffee shops, restaurants, and any other place where Millennials will spend an extended amount of time. If you\u2019re thinking about charging for Wi-Fi, you can forget about growing your business with Millennial customers!<\/li>\n<\/ol>\n
                  \n
                1. Paper coupons<\/strong>. While Millennials absolutely love to get a deal, they \u201cdo not like having to carry or bring a printed coupon in order to get a discount. Millennials view this as not only a waste of paper\u00a0but also outdated,\u201d says Dorsey. The better option is to use an app or mobile-friendly website, where Millennials can access exclusive coupons or deals.<\/li>\n<\/ol>\n
                    \n
                  1. \u201cCool\u2013kid\u201d mentality. <\/strong>The best reflections of \u201ccool-kid\u201d mentality are the rapid decline of the Abercrombie and Fitch brand and the negative feedback facing Victoria Secret<\/a><\/span>. By catering to consumers only of a certain body type, Abercrombie and Victoria Secret are quickly being shunned by Millennials who value individuality and uniqueness.<\/li>\n<\/ol>\n
                      \n
                    1. Being called a Millennial. <\/strong>A recent study<\/a><\/span> from Pew Research said that Millennials hate being called Millennials<\/span>,<\/a> so retailers who want to attract them as customers should refrain from using that word in their ad campaigns. Recently, Macy\u2019s introduced One Below<\/a><\/span> to their flagship store in New York City\u2019s Herald Square, a floor dedicated to all-things Millennial. The branding seems to be on point, if a little overwhelmingly \u201cMillennial,\u201d so whether Millennials actually take to it remains to be seen.<\/li>\n<\/ol>\n

                      Interested in how you can make your brand more attractive to a huge Millennial consumer base? Read the entire article, The surprising things Millennials love\u2014and hate<\/em>, here<\/a><\/span>. And if you need more help solving a specific challenge, contact The Center\u2019s team<\/a><\/span> for info about our custom research and strategy solutions that are designed to drive measurable results.<\/p>\n

                      What do you look for in a shopping experience? Tweet us at <\/em><\/strong>@WhatTheGen<\/em><\/strong><\/a> and <\/em><\/strong>@JasonDorsey<\/em><\/strong><\/a> to offer your insights\u2014don\u2019t forget to include your #generation.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

                      Millennials\u2019 spending habits are changing the ways entire industries operate. Any retailer wanting to stay current and competitive with this generation needs to take notice. Millennials are an enormous generation, with unparalleled buying power, so winning them over now could mean dramatic growth immediately and in the near future.   Many brands have successfully targeted […]<\/p>\n","protected":false},"author":7,"featured_media":2011,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,13,22,21],"tags":[],"class_list":["post-2013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-generations","category-millennials-aka-gen-y","category-research-findings","category-selling-and-marketing"],"acf":[],"yoast_head":"\nTop 5 Hits & Misses When Targeting Millennials - The Center For Generational Kinetics<\/title>\n<meta name=\"description\" content=\"Millennials are an enormous generation, with unparalleled buying power, so winning them over could mean dramatic growth immediately and in the near future.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/genhq.com\/top-5-hits-misses-when-targeting-millennials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 5 Hits & Misses When Targeting Millennials - 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