You know that as a retailer you need to appeal to millennials, whose purchasing power is estimated to grow to $1.4 trillion in 2020. Millennials move fast, with their attention pulled in many directions. Here are some tips on how to harness their attention and dollars.
Millennials are the most brand-loyal generation. As you create a memorable shopping experience, continue building their trust by providing instructions for how to keep their purchases clean and sparkling. Receiving professional advice will solidify your position as their trusted jewelry expert.
Keep your brand visible to them in an ongoing way to strengthen that relationship. Millennials are more attracted to private-label products over national brands, viewing them as unique and high-quality. Make sure they head home with your professional jewelry care products that they will use between visits to your store. Each time they see that beautiful jar of cleaner with your logo on their vanity amidst their other personal care products, their brand loyalty is enhanced.
For millennials, mobile phones are almost a bodily appendage. They use them all day, all night, at work, at home. When researching new products or how to do something (like cleaning jewelry), millennials look to social media as a primary source.
Your social media strategy needs to be strong. Millennials (and potential customers) want to be engaged with brands. An easy and effective way to do this is by pairing beautiful images with helpful tips and care information to keep their ring selfies sparkling.
Millennials also value word of mouth. They’re most inclined to trust a recommendation from friends. Make sure their purchases are always shining and compliment-worthy online (and offline) to receive the most referrals.
All that time on a mobile device does not mean millennials are averse to visiting your store. It just means that they have already done a lot of research before they get there.
Your strong brand strategy means that when millennials walk through your doors, they see the same products, look and feel that they responded to online. Aim for consistency with each consumer touchpoint. To be sure that your jewelry care products align with your overall brand feel, offer beautifully packaged private-label products.
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