Many businesses refine their strategy for reopening. How do attract the youngest?
01. – Gamification
“We have become very childish when it comes to buying: we are interested in the game, exclusivity, with shows that we can boast about”, insists Antonio Salas, CEO of The Brie ng Box and Marketing and Sales professor of EOI. Something which Ana Isabel Jiménez agrees, Professor of Marketing and Innovation at the UOC, “That playful point is very important. Activities such as games, treasure hunts where the gift is at the point of sale or turning the store into a stage, with online messages that can be of the type “if you register and come to the store you will have a gift”. You have to enter actions in Spotify or Netflix”. If they are video games, for example, try creating one where you can display the product in the store or use the store as an exhibitor and tester for your products.
02.- Lifestyle Store
The so-called love marks have understood the importance of connecting with their customers through physical spaces where they can interact with them. Sports equipment stores are classic, but they are becoming more and more extensible to other types of brands. The last to join this trend has been Mahou-San Miguel. Offer in your establishment not only experiences related to your product, beer, but also all kinds of personalized items: underpants, watches, socks. Try turning your store into an establishment where you can find the entire universe that you can link to your brand.
03. – Concept Store
Compared to the previous model, the concept store seeks to offer all kinds of experiences around a concept. Pangea does this, for example, in its establishments in Madrid and Barcelona in relation to travel: it offers ethnic gastronomy, travel books, virtual reality on exotic trips, and financial advice, It plays with a concept and creates a store around it.
04.- Instagramable Store
“One thing that these new generations really appreciate are stores designed for Instagram photos. With multicolored accumulations of products and all kinds of graphic and color resources that invite you to take that ideal photo to upload to the web”, explains Francesc Rufas, Professor of Marketing at EAE Business School. Also use supergiant models that generate a desire to photograph it, as is the case, for example, with the Lego store in London. “It is about promoting a background that is very focused on the millennial culture, that they are scenarios that the millennials and the Zetas want to share on their networks and encourage them to make comments about the place and the staff,” he concludes. Another option that also gives very good results, together with the games of light, colors, and sizes, is to install a fun photocall.
05.- Fun And Surprise
“Let the store be that space where things happen and where they surprise you. Primark, for example, has a DJ playing music in the middle of its store on Gran Vía, and people on scooters passing by. That is to say, they must be things that catch your attention, attractive, fun”, insists Salas. You can work this fun and surprising effect in multiple ways.
One of the reasons why both the millennial and the zeta go to the store is in search of guidance and training on the product they want to buy or even that they have already bought. A classic example of good practice when it comes to turning a physical store into an advice space is what they do in the Apple Store, for example. “There is no counter or warehouse, but rather they generate product experiences and offer advice and training”, recalls Jaime Castelló, professor of Marketing Management at ESADE. Try offering free makeup courses in your cosmetics store or mini personal shoppers in textile retailers.
07. – Socialization
According to a study by ICSC Research, it is precisely the possibility of socializing with friends or with other similar profiles that pushes 58% of zetas to the physical store. Rufus proposes “promoting relationship spaces and time spent in stores through the inclusion of leisure products”, such as coffee machines, mini food trucks, and the like. Imaginarium, for example, created workshop stores where children could build their own toy and print it in 3D and where leisure areas for parents were also included.
08.- Do It Yourself
In line with the example of the Imaginarium workshops, take advantage of physical spaces to turn them into action spaces. It is a very enterprising generation, in continuous learning, so everything that is to promote and stimulate this creativity makes sense for these clients. So try to enable spaces where you can create your own content, where you can customize your clothes and articles through programs that allow you to see the result of your work almost immediately. In textiles you have several options such as Peseta, Miss Costuras, or Estaribel; Panic, in pastry and bakery; Bámbola store for decoration items.
09. – Responsible And Committed
“The millennial client and the zeta want a brand that is very involved with their values and their generation. Anything that shows social involvement with the environment, product traceability, regulation, product recycling options, and interactive communication of stories from the most emotional part of the article is welcome. If you manage to bond with their values and with their way of understanding the world, you can win their loyalty”, insists Rufas. So try to promote social actions from your establishment.
From a market for the sale of used things related to the store to promoting meetings with a social purpose: if you are a fashion store, clothing recycling workshops, clothing alterations. If you are in technology, basic repair shops to avoid planned obsolescence or position yourself as a space where you can recycle or reuse used products. Patagonia, for example, does it in textiles, and MediaMarkt also has a department in some establishments where you can do the repairs yourself. This way you combine the option of communicating with other users and fulfilling a social purpose.
10.- From Shop To Art Gallery
Or concert hall or mini-cinema… Transform your store into art or cultural gallery based on exhibitions of artists linked to the type of products you sell or even offer mini-concerts. Or exhibitions of thematic short films related to your establishment.
Organize events that allow you to attract people to your establishment. Let the designer come to present the collection, let the Instagram on duty show up to take photos, a small fashion show. If you have very specific segments, offer them fun mini-shows that allow your clients to interact with people with similar hobbies in the same space, let it be your store. For a pet store, for example, try a mini-puppy party.
Use resources that appeal to the senses. Sensory marketing is essential and is something that can only be done through physical experience. According to the study Elevating the customer experience. With the impact of sensory marketing, by Mood Media, the zeta generation is more likely to stay in those stores that use sensory elements. Thus, 74% of consumers between 18 and 24 years of age enjoy listening to music in stores compared to 48% who said so among those over 55 years of age, and 59% acknowledge that they stay longer in those establishments where they like music. music they play And it is already known, more time of permanence implies more possibilities of purchase. And with regard to olfactory marketing, the Spanish consumer is especially sensitive: 85% are capable of repeating in a store because of the smell.
13.- Physical Product Experience
Product tests, tutorials. The Beta chain, for example, does not sell, but rather offers you to try all kinds of products in stores. This possibility of being able to touch, analyze and try the product is what pushes Zetas to the physical store. Then it is very possible that the purchase is completed online. Live presentation of products: a clothing or food show. If it’s clothing, do it directly there. If it is food, offering some type of elaboration, tasting, or similar life. I cook for you. In the end, it is a hyper service: I give you much more without charging you anything.
14.- Use Of Devices
Augmented reality, IoT, or blockchain are super interesting options to transform physical stores into different spaces that you want to go to. Also screens or interactive windows, or even false changing rooms where you can try on clothes without changing.
15.- Act Locally
Ana Isabel Jiménez proposes playing with proximity, with the current trend of acting locally. She looks for a way to vindicate you as a local, as close. She talks to businesses in the area to periodically develop some kind of pop-up style market where you can get together with various establishments in the area and create some kind of slogan or some kind of joint action.
Frequently Asked Questions About Strategies To Attract Young People
How to attract younger customers?
1. Build a reputation for being approachable and accessible.
2. Offer perks like free products or discounts.
3. Get noticed by sending thank you notes.
4. Show some gratitude.
5. Be a company people can talk about.
Marketing to younger customers is what type of growth strategy?
1. Create a unique product or service that appeals to younger customers.
2. Target younger customers directly with relevant content.
3. Build social media channels that appeal to millennials.
4. Keep the price low and use a free trial model.
5. Find influencers and celebrities who can influence and engage younger customers.
Marketing to the younger generation?
1. Study the habits of kids in your niche.
2. Take a look at their Instagrams to find out what they love.
3. Get creative with content that aligns with their interests.
4. Learn what it means to be “cool.”
5. Craft content around what makes you different than others.
Young adults target market?
1. 18-34-year-olds are the most active social media audience
2. They’re open to new experiences
3. They are highly responsive
4. They want brands to connect with them via social channels
5. They’re tech-savvy
How can you promote your stores to young people?
1. Have fun activities in your stores.
2. Get creative with your promotions.
3. Offer a unique experience at your store.
4. Promote your stores on social media.
5. Play around with different marketing ideas.
How do you attract customers to your physical store?
1. Offer free wifi.
2. Install coffee pods.
3. Put up free treats.
4. Give customers discounts.
5. Have an attractive storefront.
6. Use social media.
7. Invite influencers to pop in.
8. Ask local businesses for referrals.
9. Create your own online shop.
10. Don’t be afraid to try new things.
How do you attract young people?
1. Get real. You don’t have to be perfect.
2. Show them what they want.
3. Offer them something they can’t get anywhere else.
4. Make it simple.
5. Get creative.
6. Don’t play to their fears.
How do you attract a young target audience?
1. Put yourself out there.
2. Tell people why you care about your customers.
3. Offer something they can’t get anywhere else.
4. Build trust through your website.
5. Don’t use an image of a famous celebrity.
How do you attract younger clients?
1. Offer free services
2. Charge a fair rate
3. Share good quality content.
4. Ask for referrals.
5. Follow up with potential clients.
6. Take advantage of the network you built with other providers.
7. Don’t be afraid to ask for a sale.
What is marketing for millennials?
1. Use video to connect with your audience and get attention on social media.
2. Be authentic and human.
3. Understand that your product or service will have a shelf life.
4. Make a conscious effort to understand the technology you are using.
5. Be a data-driven brand that lives and dies by the metrics.
In conclusion, to attract and keep young people shopping at physical stores, retailers have to offer something that a modern generation has always wanted. It’s not a matter of what the kids want. It’s a matter of what the retailers want—to be relevant to their customers. Millennials aren’t just looking for the same things they were when their parents were shopping. They’re looking for experiences, products, and services that give them meaning and connect them to the world around them.