Back in the early 2000s, cell phones were introduced to Millennials and we thought they were the best thing since sliced bread. We were also living in the AOL Instant Messenger era, where our biggest stressor was having the best AIM profile or coolest away status. We witnessed the start of MySpace, which is now basically the modern-day Facebook. Twenty years later, it should be no surprise that Millennials dominated the online shopping space during the pandemic and continue to do so post-pandemic.
Millennials are no strangers to using their tech skills in a digital platform, especially for shopping. Millennials make approximately 60% of purchases online, in contrast to other generations. We recently became the “largest group of shoppers with the most buying power,” surpassing the Baby Boomers. So how can eCommerce sites target Millennials who are ready to spend a dime or two? Read on for some tips and tricks on how to target Millennials to generate sales for your company.
Reputable Brand and Positive Reviews
Did you know that 93% of Millennials check online reviews before purchasing a product? That is an incredibly large number of individuals who trust the opinions of others that influence their purchases. Companies must remember that Millennials grew up with the World Wide Web, which made us all more connected, so reading and leaving reviews around products is the norm for this generation who almost look out for each other when it comes to sharing their experiences to a broader audience.
With that being said, companies should make sure that they build an honest and admirable reputation with their products. If a customer encountered problems with shipping or received a damaged product, you can bet that everyone else on the internet will know about it within a few keystrokes. Remember that negative reviews won’t attract new customers, but positive reviews will. Yelp, Facebook, Google Reviews, TrustPilot, forums, etc. can be a company’s best friend or enemy. In addition, providing excellent customer service from start to delivery leads to a positive experience for the customer and a positive online review.
Seriously Good Customer Service (AI Works!)
Customer Service is key for any business to be successful. If a company has terrible customer service, chances are they won’t have very many returning customers. For example, if you ordered a few products from a particular brand, and three weeks later your order still wasn’t delivered, nor showed that it shipped, reaching out to customer service via email explaining the situation would be your first move. If you don’t hear back for two weeks, after it was finally delivered, the customer service is still a turnoff. That being said, companies need to respond to customer service inquiries promptly.
Millennials already excel at problem-solving, especially online. The only time we truly reach out is when we can’t seem to solve an issue on our own. Therefore, companies need to be accessible for customer support. With eCommerce stores, there should be more than just email (and if you do use email, make sure to have a system setup that lets customers know you received their email and how long it takes you to respond!. There should be either a phone number, text option, and/or a chat support function. Chat support is huge for Millennials. We despise talking on the phone and would rather get our point across with a text. So why should customer service be any different? eCommerce sites should add chat support to their websites and have live chat agents readily available to help a customer out if budget allows. This will go a lot further than having someone wait two weeks for a response via email.
Optimize for Mobile
It’s no secret that it’s 2021 and the majority of shopping is done online. It’s also no secret that Millennials are glued to their smartphones and will make the majority of their purchases through their phones. eCommerce sites should ensure their website is mobile-friendly to keep customers on their page, with clean and organized aesthetics and layouts for those shopping on their mobile phones.
Texts and graphics should not overlap on the mobile web page and links should be clear. Purchasing through a mobile-friendly eCommerce site should be fast and convenient just as if a consumer was purchasing through a desktop site.
Rewards and Loyalty Programs
Over the last few years, rewards and loyalty programs have become increasingly popular for eCommerce sites, for a good reason. Millennials have the cash to drop, and they want to be rewarded by the companies that they spend money on. eCommerce sites should be offering free shipping in general, but if not, they can offer free shipping for their VIP members. Companies can partner with fulfillment vendors such as Deliverr, which offers 2 days or less order fulfillment that boosts sales by 80%. The faster the product is in the purchaser’s hands, the happier they will be.
eCommerce companies must facilitate the connection between loyal customers and rewards. Rewards should be regular and relevant to the customer’s interest for these programs to work. For example, for every $100 you spend on a purchase, you get $10 back for your next purchase. You can learn more about setting up a successful loyalty or rewards program here.
Creating a Conscious Brand
With keywords such as Global Warming, Greta Thunberg, Adopt Don’t Shop, and Boss Babe on-trend, it shouldn’t come as a shock to anyone that millennials are more likely to spend money on companies that are making an environmental or social contribution. According to a report by USC, 87% of Millennials would make a purchase affiliated with a social or environmental benefit. That being said, companies should outline their core values and connect their mission to help a larger audience or community. Donating to charity is huge, too. Many companies are known to give a portion of their profits to charities relevant to the brand’s mission or values.
At the end of the day, Millenials want to make a positive impact on this world. By creating a conscious brand, offering top-notch customer service, making your site mobile-friendly, and rewarding consumers for being loyal, you will have an everlasting customer that will return time after time.