Home' National Liquor News : NLN MAR 2018 Contents 24 | MARCH 2018 NATIONAL LIQUOR NEWS
24 | MARCH 2015 NATIONAL LIQUOR NEWS
e’ve been hearing increasing
amounts about millennials, aka
‘Gen Y’ or those born between
1980 and 2000. The latter ones are
also known as ‘digital natives’.
But are their shopping habits really different
from the generations preceding them (X,
boomer, ‘silent generation’)?
In short, it’s the ‘what’ and the ‘how’ that are
similar to other generations, but it’s the ‘how
much’ that differs.
Generally, the younger they are, the more
smartphone-based they are likely to be, while
tablets are increasingly for the Gen Xers and
boomers (i.e. those over 40).
Likewise, the younger the shopper, the more
likely they are to use mobile payments. Gen
Zs are using mobile payments more (for the
limited categories they buy, given their young
age) than are the Gen Ys.
For shopping packaged food and beverage
online, Gen Ys are more likely to use laptops
for shopping than are Gen Zs or Xers. Gen Xers
are more likely than Ys and Zs to use desktop
computers and tablets for online shopping. Gen
Ys and Zs prefer the smartphone. This means
your website (and you must have one... for Gen
Y and Gen Z, if you’re not online you don’t
exist) must be optimised for mobile.
The top uses of mobile devices are for
logistically-based searches – what is it, where
is it, how much it is, is it in stock, what do
others say about it. This doesn’t change
much by generation, with the exception of
the recommendations, which becomes more
important the younger the shopping generation.
Likewise the various uses of social media for
shopping, and their levels of use, don’t differ
much by generation.
When it comes to shopping for packaged
food and beverage, the younger they are the
more likely they are to shop ‘omnichannel’
(across online and offline channels) and the
less likely to shop only in a physical store.
However, even for Gen Zs fewer than five per
cent have done all of their packaged food and
beverage shopping exclusively online in the
past six months. Ninety-two per cent of Gen Ys
and Gen Zs (and 95 per cent of Xers) bought
packaged food and beverage in a physical store.
So the physical store isn’t going away, but
it’s about tangibility and increasingly about
experience. In western countries there is a shift
into experiences, rather than acquisitions of
things and this is especially true for Gens Y and
Z, for whom experiences are more important
than things. This has implications for things
like competitions and prizes – which generally
appeal to a minority anyway – where the prize
of an experience is more likely to be appealing
than is winning a ‘thing’.
While the physical store is still very important
to them, the Gen Y and Gen Z expectations of
receiving personalised offers and service is higher
than those for Gen X and the boomers.
In terms of retail execution, the same rules
apply for Gen Y as for other generations, and
good retailing in general:
• Ensure your mobile optimisation includes
the most performed searches and tasks – and
• Reduce customers’ need to ‘run around’ by
optimising mobile search.
• Tailor offers and service to individuals’ needs...
personalisation is the name of the game.
• Harness positive word of mouth – create offers
around customer advocacy programs, publish
and leverage reviews. Encourage sharing.
• Leverage third party reviews and product
• Make online search and transaction in
one tap, one touch, one click, one screen.
Particularly for mobile.
• Make use of visual search shopping
platforms: for instance, if they order a bottle
of wine in a restaurant and take a photo of it
to remember what it was, it should redirect to
your store to buy it.
• Make in-store more experiential and
IN THE NATIONAL LIQUOR NEWS ANNUAL INDUSTRY LEADERS FORUM ONE OF THE HOT TOPICS WAS
HOW TO CAPTURE THE MILLENNIAL SHOPPER, SO FOR THIS MONTH’S SHOPPER INSIGHTS ARTICLE
NORRELLE GOLDRING HAS TAKEN A LOOK AT THE SHOPPING HABITS OF MILLENNIALS.
ABOUT NORRELLE GOLDRING
Norrelle Goldring helps improve shopping experiences by understanding how and why people buy things. She has 20 years’ experience
in shopper and retail research and marketing across manufacturer, retailer and agency roles with companies ranging from Diageo to
Coca-Cola to Vodafone stores. Most recently she was Shopper Lead APAC at global consumer and retail research house GfK.
Call Norrelle on 0411735190 or email email@example.com.
MILLENNIAL SHOPPING HABITS:
ARE THEY REALLY THAT DIFFERENT?
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