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Marketing to a Millennial Customer Base

25 Jun 2018

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Millennials may be self-absorbed and have short attention spans, but they are tomorrow’s key consumers. (Photo via Wikimedia Commons)

While older generations like to mock Millennials for being over-protected, over-privileged, and unmotivated, the reality of time dictates that today’s newest generation is going to be tomorrow’s key demographic for businesses everywhere.

Someday in the not-to-distant future, Millennials will run just about everything. So learning the latest generation’s buying preferences and online expectations will only help today’s businesses prepare for the next wave of commerce.

Millennial Strategies

According to a new survey conducted by Radial, an online omnichannel commerce and technology company, young people who were raised in a world where online ordering and free delivery were the norm are only going to be more demanding when it comes to speedy delivery times, order status, and ease of returns.

While many older adults may find Millennials self-involved and short-attention-spanned, today’s younger generation will be tomorrow’s primary consumers. And according to the Radial survey, they are going to want their deliveries faster and without having to pay extra for the privilege.┬áIn fact, 33.5 percent of 18- to 24-year-olds surveyed said right now it generally takes too long to receive their online orders.

Of the same group, 20.6 percent said paying more for faster priority delivery wasn’t worth the convenience. And 12.6 percent said they had concerns about their packages being stolen.

Rising Consumer Expectations

But Millennials aren’t the only ones who are becoming spoiled by the eCommerce revolution. According to the survey, 74.9 percent of US respondents across all age groups said they prefer to have their packages delivered to their front doorstep rather than allowing drivers access to their home, having to go pick up their deliveries at a locker, or letting a neighbor sign for them.

And 44.1 percent of survey participants in the US said they expected businesses to proactively update them on the status of their delivery, rather than having to check on it themselves. Plus, 36.8 percent said they wanted their deliveries shipped in environmentally-friendly packaging.

Preparing for Tomorrow’s Consumers

Online ordering, free same-day delivery, and enhanced interaction with the consumer throughout the fulfillment process are quickly becoming the norm rather than the exception for eCommerce retailers. To be successful, businesses will need to adjust to this new reality, according to Sean McCartney, Radial’s executive vice president of operations services.

“Fulfillment is one of the biggest elements impacting customer experience today, but unfortunately many businesses still approach it as an afterthought,” McCartney said. “To execute a successful door-to-door strategy, companies must shift their mindset to be channel agnostic, offer seamless execution, and real-time communication across any commerce medium.”

The expectations of Millennials, Baby Boomers, and consumers or every generation are evolving. Smart companies would do well to pay attention.

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