Brands everywhere are trying their best to appeal to consumers born between 1982 and 2004, a group sociologists refer to as Generation Y or Millennials.
That’s because Millennials wield enormous spending power – upwards of $200 billion per year!
But marketing to Gen Y isn’t the same as marketing to other any other demographic.
Millennials were raised on advertising and are often resistance to blatant commercialism and hard selling, making it difficult for businesses to capture their attention. But that’s not to say it’s impossible.
Below are a few helpful tips for ecommerce vendors looking to attract Millennial shoppers.
Content Is King
Did you know that Millennials spend an average of 18 hours per day consuming online media?
It’s clear that Millennials crave content, so do your best to give them what they want. If your e-store sells clothing and jewelry, consider starting a blog that shows shoppers how to accessorize for the office, a summer music festival or a brunch party.
Or why not try your hand at crafting a viral video to draw new customers? Memorabilia vendors could do well to showcase their collectibles in a funny multimedia piece or an informative video about the history of the product.
The key is to come up with something relatable, helpful or entertaining rather than just another advertisement.
Have a Conversation
Millennials have more choices today than any generation before them, which makes it difficult for ecommerce stores to establish a base of loyal shoppers. Still, one of the best things you can do is to stay top of mind by reaching young shoppers where they are – social media!
Social media pages are a great way to keep in touch with consumers and engage them in a two-way conversation. Not only is this an effective method for alerting customers about new products and sales, it perfect for encouraging followers to spread the word about you online shop to friends and family.
Influencers Gonna Influence
Successful ecommerce vendors have woken up to the potency of brand ambassadors or social influencers to entice Gen Y buyers. As it turns out, 84 percent of Millennials say user-generated content influences what they buy!
Creating your own brand ambassador program is relatively simple. Start by reaching out to a content creator to see if they’d be interested in reviewing your products or partnering for cross promotion. Keep in mind that some influencers will require compensation for broadcasting your goods to their followers. Avoid making too many demands; after all, these social media stars understand their audience better than you ever could.
Design a Clean Website
Shoppers of all ages respond well to clean and convenient web design, but Millennials are especially attuned to usability. Thankfully, enterprise ecommerce solutions like Shopify make it simple to develop a site that is gorgeous and easy to use.
And don’t forget about mobile ecommerce! Over 85 percent of Millennials own a smartphone, which is a fantastic opportunity to reach shoppers on the go.
Don’t Forget Email
Believe it or not, but email marketing is still one of the most effective strategies for reaching 20-something shoppers.
Running an email marketing campaign is inexpensive and yields huge returns. All it takes is one or two emails a week informing customers about clearance sales, coupon codes, product launches or upcoming events.
Responsibility Resonates
Millennials are the most socially conscious generation, meaning they are drawn to sustainable merchandise, diversity in advertising and healthy products.
You can play on this trend by donating a certain portion of your profits to needy families, or issuing a promise to your customers to never sell products tested on animals. Show that you care about the causes closest to your shoppers.
In the end, Millennials are hardly the alien species many marketers and articles make them out to be. Just remember that Generation Y driven by communication and values, and you’ll do well to attract and keep new shoppers.
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