Research shows that Millennials (a generation of roughly 80 million individuals) are changing the rules of brand marketing, redefining purchase habits, and revolutionizing the shopping experience. They prefer being able to interact with brands through digital channels versus historical marketing tactics such as circulars or in-store advertisements and because of that they’re using technology and mobile communication to change how they interact with brands. Retailers interested in appealing to Millennial consumers will learn how to provide this young, but influential demographic, with a more shareable and social shopping experience.

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HOW MILLENNIALS
IMPACT RETAIL SHOPPING
MARISA PEACOCK
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Millennials are the generation born between 1982 and sometime in the early 2000’s.
Some definitions have the Millennial Generation starting as early as 1978 and starting
as late as 1985.
Described as social, collaborative, technological savvy, mobile, entitled, passionate
AKA: Generation Y. Echo boomers. Digital natives.
There are an estimated 83.1 million Millennials living in the United States.
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Millennial
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01
02
03
They have spending money
Millennials make up 21%
of all consumer
discretionary purchases
They’re Parents
25% of Millennials are
parents
They believe in something
Almost 50% of
Millennials would rather
purchase from a
company if their
purchase supports a
cause
04
05
06
They have friends
46% of Millennials have
more than 200
Facebook friends
They live in urban areas
Austin, Salt Lake City,
San Diego, Los Angeles,
and Denver have the
highest concentration of
Millennials
They buy furniture
Millennials comprised
37% of all households
buying furniture and
bedding in 2014.
6 Fun Facts about Millennials
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Malls
By late 80s, early 90s
more than 60 malls were
built annually; Average
customer spent 80
minutes shopping,
spending an average of
$75.
Online Shopping
The World Wide Web
comes online;
amazon.com launches;
most stores begin launch
websites;
Multi-Channel
Customers shop using
different channels made
available by a company —
a website, mobile
applications, in store.
Omni-Channel
Consumers use multiple
channels simultaneously;
Show rooming & reverse
show rooming; One-third
of Americans have made
a purchase on a mobile
device in the past 6
months
80s 90s 00s 10s
The evolution of retail
Shopping, then and now.
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f in t @ f in t @ f in t @
Boomers
While tech-savvy, Boomers
are less likely to use their
devices as a shopping tool.
Less motivated by price
when making decisions;
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Gen X
Gen X consumers need to
research before buying; Skeptical
about marketing tactics and use
their extensive research to avoid
being a target. Brand Loyal.
Millennials
Millennials use tech to make
shopping easier, doing research on
their smartphones and tablets
before they buy; turn to technology
to improve their in-store shopping.
How Generations Shop
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01
02
03
Mobile
87% of millennials use
between two and
three tech devices at least
once on a daily basis.
Social Media
62% of millennials say that if
a brand engages with them
on social networks, they’re
more likely to become a loyal
customer.
Collaboration
interested in helping
companies develop future
products and services
04
05
06
Values
Millennials connect best
with people over logos; love
brands that support their
local communities
Context
89% of millennials are
likely to act on the
notification received from
their favorite brand
Word of Mouth
Seek the opinions of others;
don’t make a major decision
until they have discussed it
with a few people they trust
How Millennials Impact Retail Shopping
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01Mobile
Mobile can be a map, a shopping list, a personal
shopper, a salesperson and a product finder all at once.
Devices can provide retailers context, helping them learn
what matters to a consumer in a particular location and
at a particular time.
Constant connectivity,
contextual relevance,
and a multi-screen
world
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02Social Media
Socialize
& Sell
Online retailers need to provide a more shareable and social
shopping experience.
Integrate social media into marketing campaigns by focusing
strategic efforts and creating unique social sharing
opportunities around news, trends, flash sales, and relevant
offers.
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03Collaboration
Invite customers to contribute ideas for new projects,
accessories, hacks or partnerships. Develop workflow
that lets users submit ideas and receive valuable follow-
up.
Millennials enjoy the possibility of
collaborating with businesses and brands, as
long as they believe their say matters to the
company.
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04Values
Create an experience where shopping is more than a
transaction and the pleasure of being in the store isn’t
limited to the goods that customers take home.
Give back. Support local communities. Invest in
sustainable materials. Stand for something.
Retailers are encouraged to build a relationship and
deep connection with millennials. As a result, they will
continue to purchase from you as they age.
Authenticity,
Sustainability,
Loyalty
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05Context
Retailers can deliver
personal, relevant
suggestions at scale
Give shoppers what they need to locate deals and
current offers near them and successfully complete a
local shopping trip.
By understanding context, retailers can anticipate what
a customer might need based on when, where and how
they arrive at their site and help them decide how to
respond to them
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06Word of Mouth
In this age of social media, “valuable brand advocates”
who share opinions on- and off-line with peers are
arguably the most effective marketing tool.
Retailers need to be there when inspiration strikes
consumers and as they start researching purchases
online.
See something, say something 12

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Generation Z is the most ethnically and racially diverse generation in the country’s history. They
care about owning. Teens prefer to shop online versus in stores, but they prefer sites that have
actual, physical stores versus retailers that operate on a strictly ecommerce basis. Teens — and
Gen Z in general — will stay away from massive retailers. Value fun but value privacy more — use
ephemeral apps like Snapchat, YikYak, Kik. They appreciate experiences, and marketers will have
to think outside traditional tactics to get their attention.
AKA: centennials, post-millennials
Generation Z consists of those born between 1996 and 2010.
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Generation Z
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What comes next?

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WHO USES SOCIAL MEDIA?
18-29 30-49 50-64 65+ Urban Suburban
African-
American
Hispanic White
Male Female
P I N T E R E S TFA C E B O O K T W I T T E RI N S TA G R A M L I N K E D I N
Source: Pew Research Center, March 17 - April 12, 2015
T U M B L R

15. STRATEGICPEACOCK.COM
@MARISACP51
MARISA@STRATEGICPEACOCK.COM
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