August 15, 2012
The easiest way to describe members of Generation Y is with one word: particular. Those aged 16-29 like things a certain way: They know what they want, when they want it. And even more so, they know exactly what they don’t want.
Generation Y is open to interacting with businesses and brands, but only on their own terms. Brands must respect Generation Y’s fast-paced multitasking personality. Otherwise, brands risk frustrating customers and causing them to flee before the purchase is complete, a Sitel.com study found.
After consulting 10 members of Generation Y about brand preferences and messaging, and analyzing the latest studies on the generation, it became apparent that brands should focus on three things to appeal to millennials: convenience, respect and value. These three principals are critical in engaging new millennial customers, keeping them in the store, finishing the sale and ultimately, bringing them back for more.
This week we are going to cover each principal in a special series of posts, starting with convenience. Millennials are always studying, socializing, exercising, tweeting, Facebooking, working, eating, texting or sleeping. And they’re typically doing more than one of those at once. To lure young people away from all that multitasking, brands must make the shopping experience clean, simple and easy.
J.Crew’s minimalist design aesthetic and messaging, for example, cuts through the clutter of daily life.
“J.Crew feels clean because all of their editorial stuff is well photographed,” says Mary Hurd, a 22-year-old from Brooklyn, N.Y., who loves the brand. “Everything is clean and focuses on the clothing.”
The retailer removes the stress of hunting for new clothes via its clean photography, simple style and helpful service. The J.Crew website makes shopping easy with merchandising as beautiful as it is in-store and a simple purchase funnel. In the brand’s retail shops, sales associates are eager to help.
Similarly, GAP’s messaging is straightforward and timeless. Its website uses whitespace to usher in feelings of clarity and simplicity. Plus, its classic clothes will not become outdated next season, unlike trendier chains.
“GAP isn’t immature or too ‘poppy,’” says Marie Conley, a 23-year-old of Pasadena, California “When I buy stuff, I want it to be classic and timeless, not super popular right now, not ‘fad-y.’”
Few brands master selling simplicity like Apple. The company’s products, messaging, retail stores and purchasing process all take minimalism to a new level. “The advertising is simple, clean and easy for users to get to know its products better,” says Valery Del Castillo, a 24-year-old from Mexico.
Apple’s messaging is not the only thing that is clear to consumers. Its products are easy to use as well. “It just works,” Conley says, quoting the late Steve Jobs. “There is so much support offered that if anything does go wrong, you’re covered.”
If customers are having difficulty adjusting to new products or experiencing problems with new gizmos, Apple’s friendly and knowledgeable “geniuses” are there, in-store, ready to assist. “They have a great customer service, from my experience,” says Carmen Ballarte, 22, of the Bronx. “I went to an Apple store and anyone will give you an appointment if you are having trouble.”
Key insight: Offer simple, clean design and messaging to attract millennials. Make the buying process easy and convenient to close the sale.