Any marketer would know that their best efforts should never skip today’s workforce generation—the millennials. With millennials composing 1/3 of the Philippines’ population, it’s only valid that marketers and retailers recognize the group’s potential as consumers that will drive the economy in the future.
As the country’s local economy continues to experience growth along with the increasing millennial workforce, the purchasing ability of this group of consumers also grows higher. Getting them to purchase your product – moreover, keeping them engaged in your brand – is entirely another story, though.
It might be because they come from a rougher economic climate, because of their exposure to rapid changes in technology, or because they’re presented with too many options all at once. But, whatever the reason is, the fact still stands that millennials are a wiser and more experienced-oriented consumer.
In a nutshell, they are hard to please. Then again, this doesn’t mean there’s no workaround in keeping them engaged to your brand. With the rise of customer loyalty programs, driving them to your business despite the steep competition in the market has become a lot easier.
To provide further information on how you can keep your millennial customers, here are a few eCommerce lessons from some huge brands that you should know about.
#1. Offer Them Amazing Deals
Their purchasing power may have increased, but millennials still know a good deal when they see one. They barely shop without a coupon or promotional code.
eCommerce websites such as Zalora are very much aware of this, which is why discount vouchers have become a mainstay on their site.
#2. Give Them Exciting Rewards
Nothing else makes customers happier than exciting customer rewards. Give them rewards when it’s due, as it shows how grateful you are to them for continuously patronizing your brand.
It may be in the form of free shipping or freebies, but rest assured, it will do your business good to show your loyal customers that you value them well.
#3. Reach out to Them through Mobile
Millennials are tech-savvy and spend more time on the internet than any other generation. A 2013 study shows that millennials spend an average of 7.2 hours consuming media, with most of the time devoted to mobile devices. Fifty-four percent of this generation with mobile data access use their mobile phones either as their primary or exclusive means of surfing the internet.
If you want to truly reach out to the millennial market, you need to ensure that you have an app, or you optimize your website to be mobile-compliant to make sure that they can still access your products and services even if they’re on the go.
#4. Invest on Social Proof
According to Forbes, thirty-three percent of millennials review blogs before they make a purchase. On the other hand, another study shows that 63% of consumers are more likely to buy from a website if it displays rates and reviews.
With these in mind, having social proof from fellow customers, experts, celebrities, and friends on your site can help you retain your millennial customers and guide them further down the purchasing funnel. A good example of this is Amazon, which displays customers’ rates and reviews below their items.
#5. Make Purchasing Easy
For millennials who make real-time decisions and want everything in an instant, you want to be as clear as possible to ensure that their purchasing journey goes without any hitch. Ambiguity is not welcome in here, and a confusing navigation panel could only lead customers to leave the website—resulting in an increase in bounce rate, and a loss of a potential customer.
Sephora, for example, makes their checkout easy by providing a concise and clear interface that summarizes the ordered item, total cost, and quantity while having a call-to-action that says ‘secure checkout.’
Conclusion
When dealing with millennial customers, you’d want your business to provide a purchasing journey that’s clear, fast, and easy. Keeping pace with your millennial customers can easily be carried out by simply recalling the items discussed. Don’t overlook their importance in your sales, and instead, invest in them.
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