![]() This move by Apple is certainly a calculated one. Those who provide great solutions will be rewarded with loyal millennial customers. Retailers that want to engage this generation successfully must solve the problems presented by trying to shop with children, particularly young ones. ![]() Over 50 million millennials are already over 27, and millions of millennial women already have kids. The new Apple Stores will continue offering coding classes for kids, and they also have computers available on smaller desks for the kids to try out while their parents get help with their Apple devices or purchase something new. Had the area been better designed for kids, especially younger ones, our trip would have been much easier, and we probably would have purchased several items from that store. That, combined with a lack of help from sales staff, caused us to leave. The store wasn’t set up for a stroller, and it quickly became difficult to get anything done. My family and I recently went to a traditional retailer to get new shoes for our two toddler boys. Easily connecting the mobile experience to the retail experience helps retailers capture more sales in-store. One Google report says 82 percent of customers use their smartphone to make a purchase decision in-store. Traditional retailers that merge a great physical experience with the mobile experience will win the future. I paid using the Amazon app and got a 25% discount as an Amazon Prime member. I had a similar experience last week at an Amazon bookstore. So I opened the app, scanned the barcode, paid with TouchID, and left the store. Then I remember I could pay for an item using the Apple Store app and Apple Pay. None of the employees were available, and my kids were getting antsy in the stroller. Several months ago I walked into a crowded Apple Store to get an iPad cover. As is the case with focusing on experience, creating an opportunity for community interaction and belonging is a powerful way to engage this generation. Social media and online forums are so popular among this generation because it gives them a place to join a group of people with similar values and ideals. Millennials, as defined by William Strauss and Neil Howe in their book Generations, are a group that deeply values community. This focus on an experience beyond the product helped make Starbucks so popular. When Howard Schultz bought Starbucks in the 1980s, he wanted the stores to be a “third place” for people: a location other than work and home where people gathered. Since the beginning, Starbucks focused on the environment of its stores. Starbucks isn’t the largest coffee chain in the world because it is the only place to get a latte or overpriced cup of joe. When people have a place they want to gather, they will quickly spend money there. Customer expectations are high, and brands have an opportunity to exceed those expectations. Retailers that will win this generation must design their spaces and integrate technology in such a way that elevates the end-user experience. Millennials place a high value on experiences. Instead of focusing on traditional ways to maximize revenue, Apple is hyper-focused on creating an experience people enjoy. This is the same mindset Apple brings to their newest retail design. They don’t give you endless details on the camera they show how it can take great pictures. When they design the iPhone, they integrate the hardware and software in order to make the phone a great experience for the user. The “Town Square” concept may be a winning formula for Apple, and there are four things other companies can learn from the next iteration of the Apple Store:Īs with everything designed by Apple, they focus on the overall experience of the end user. Being the largest generation in the country, this group of 85 million ages 18-37 carries tremendous buying power and influence for the future of many companies. By treating the store as a product, Apple is setting the standard for making retail stores thrive in the digital age.Īs companies try to survive and thrive in this new reality, they often create strategies that target millennial consumers. Some features include a conference room area for local businesses, a redesigned Genius Bar space that’s more inviting, and even more green space. These new store layouts are designed to enhance the shopping experience.
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