Millennials are the largest generation in United States history, and that makes them a huge target audience for marketing today. The shopping habits of the millennial generation differ from generations past. As such, retailers cannot rely on marketing strategies that worked in previous years. Instead, they must tailor the shopping experience they offer–both online and in brick-and-mortar stores–to fit millennial trends. Target stores are taking the lead here, responding to this dynamic marketplace in order to appeal to millennials.
Target Store: Technology and Millennials
Millennials have grown up surrounded by technology. As a result, technology is integrated into their daily lives. Millennials use technology, primarily their cell phones, for everything: entertainment, keeping up with friends, banking, bill paying, hailing an Uber, ordering takeout. And, of course, shopping. Technology has so seamlessly fused with their lives that they expect it to be a part of their everyday experiences. That can mean ordering dinner, then taking a picture of the food for social media, then rating the restaurant on an online platform. The millennial generation does not compartmentalize their online life and their in-person life–they are one and the same. In terms of shopping, that means that millennials expect the in-person experience to be seamlessly integrated with the online shopping component.
What does that online/in-real-life integration of the shopping experience look like? It means that millennial shoppers expect that if they are interested in a product, they can
- Research it online
- View anything available online in the brick-and-mortar store
- Pay for it online
- Have it shipped OR pick it up in-person
- Share the experience on social media
- Gain peer feedback online
- Use photo sharing for brand engagement
Stores that want to draw in millennials consumers need to address these expectations.
Millennial Trends
Technological trends are not the only trends impacting millennials. The millennial generation is also very socially conscious. Brands hoping to woo millennials must focus on the social ideals prominent in millennials. Millennial trends include environmental consciousness and activism, health consciousness, gender identity, and fluid family models. Marketing strategies should appeal to these trends in order to draw in millennial consumers.
Target Marketing Strategies and Millennials
The retail giant, Target, has focused on the millennial experience in order to bring in these buyers. Stores are currently implementing changes in order to appeal more to millennials. Some of these Target marketing strategies focus on millennial social trends. For example, Target stores are revamping their grocery departments to reflect health and environmental trends. Stores will focus on increasing organic, natural, less-processed, and gluten-free options to appeal to health trends. The amount of packaging will be reduced to become more environmentally friendly. Target stores are also changing up their personal product, clothing, and home decor lines to appeal to millennial families. Children’s decor will now be available in gender-neutral styles. Target will introduce four new brands of beauty products featuring reduced packaging and better ingredients.
Target marketing strategies are also working to integrate the online/in-person experience. Shoppers will be able to view merchandise online, but Target stores will also increase in-store displays for better in-person viewing. This will include an increased number of mannequins to show how clothing fits and a showroom section of the store to display home decor.
Due to the sheer size of the millennial generation and the buying power that comes with it, millennial trends will continue to impact marketing and brand management for years to come. For more information on brand management, contact Web Content Development today.
