If you have read my columns for any duration of time, you know that my columns deal with ecommerce and emerging technologies. My perspective is slanted as I work with the largest ecommerce accounts in the industry. I gain the insight on to where they are focusing their efforts and where they believe their customer is going.
We can all agree that technology is changing the way that we approach business.
There is another emerging trend—specifically with new companies targeting millennial buyers: the role of old fashioned, brick and mortar shopping experiences.
Recently published in daily retail newsletter Casper, the hottest mattress startup, is looking to add 15 “Pop-up” store fronts in the USA. The reason for the pop up stores: for customers to see, feel and experience the product. This will allow them to build loyalty, reduce returns and further drive online sales.
I recently attended a conference where companies in other industries are reporting similar findings. Millennial customers are wanting great experiences—both physical/live in person and digitally. It seems that Millennials are very infatuated with vintage. What is old is new and what is new is old.
From a marketing point it was discussed that millennial customers are really responding to targeted, well crafted, direct mail pieces. This traditional marketing experience is coming back in vogue and generating results for “New Age”, digitally focused companies.
Quick Side Note: An interesting point that was mentioned at that conference was ecommerce only brands will not exist in five years. The customer wants both the physical experience blended with the digital experience.
One last point for you to consider—it’s your job as a retailer (or even a manufacturer) to meet the customer where the customer is. It’s not the customer’s job to meet you. Figure out how to speak their language and you win!