Think You Don’t Know How To Reach Millennials?

The Lempert Report
September 09, 2016

You are about to get even more frustrated as Generation Z starts shopping in your stores. These 14 to 19 year olds want an experience, personal gratification and a cheap price. Almost makes you wish for the Millennials doesn’t it?

A study of more than 2,000 Americans ages 14 to 19 was conducted by San Diego-based Interactions, a retail marketing firm and found that 89 percent are very price conscious, with 62 percent preferring to spend their money on experiences vs. material items.  

The great news is that most of their weekly budget is spent on food, and nearly half (48 percent) spend money on experiences with friends. 

Unlike the Millennials who showed their passion for food through Instagram, Snapchat and other online photo sharing, these teens value personal interactions, with the top three most sought components of the in-store experience being a clean store, friendly and knowledgeable associates and a positive checkout experience. Three must-haves that every supermarket should strive for.  

Interactions President Bharat Rupani, reports one very interesting finding that food retailers should take note of: “when given the choice, over 64 percent prefer shopping in-store versus online.” 

Let’s understand that it’s the mix that’s important. Generation Z is constantly connected to technology, but longing for engaging in-store experiences.  

The survey also found that:

•Gen Z is not brand loyal—81 percent are willing to switch from their favorite brand if they find a similar product at a higher quality.

•64 percent prefer to use cash vs. credit and debit cards.

•63 percent expect retailers to have a social media presence.

•82 percent state that the opinions of others on social media have influenced them to shop at a retailer they’ve never shopped at before.