According to Acosta’s latest “The Why? Behind the Buy” report, retailers that are able to provide robust digital offerings are the most likely to win over Millennial shoppers.
This is especially prevalent in the grocery business, says Acosta’s Senior VP, Colin Stewart. He notes that the typical grocery store has been set up in the same way since the 1960s.
“As I’ve talked to retailers recently, they’re all trying to figure out, how do I get shoppers into the store? How do I get them to buy more once they’re there? How do I get them to be loyal to me the retailer and come back?” He says. “I think a lot them are recognizing that the experience has a lot of do with that.”
Stewart notes that Millennial shoppers are a very “experiential” group, something that retailers must cater to if they wish to attract younger shoppers. According to Stewart, integrating digital into the store will greatly aid in this.
“When you look at the numbers, obviously Millennials outrank any other generation on just about anything to do with digital and shopping, whether that’s looking up prices, looking up product ingredients, [or] looking up reviews on products,” adds Stewart. “But I think it’s really almost just an expectation of Millennials that there’s going to be some sort of way that they can use that device in their hand.”
When it comes to online grocery capabilities, 64 per cent of Millennials said they shop online at least once a month. Additionally, they are more likely to try meal kit delivery services, with around sixty per cent of Millennials having tried these options.
Moreover, offering interactive in-store initiatives may also be the way into the Millennial mind. Acosta’s data shows that forty-five percent of these shoppers want to take cooking classes.
With all of this in mind, consider making your storefront more interactive for your younger customers. By creating an “experiential” and digital shopping service, you’ll be able to attract Millennials—and keep them coming back for more.
