By Alicia Fiorletta, Senior Editor
Young shoppers are savvy, empowered and ready to buy. So how can you make sure you’re at the top of their shopping lists during the 2014 holiday season? Think social, mobile and fun!
Millennials aged 17 to 34 will account for $1.4 trillion in spending by 2020, according to Accenture research. The tween set (10- to 12-year-olds), however, are an interesting case. More than 21 million strong, this group of consumers spends $30 billion annually and influences $150 billion of parents’ spending, according to EPM Communications.
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With this level of spending power, it’s no surprise that engaging young consumers is paramount to success, especially during the holiday season when the competition is fierce.
If you want to capture the attention of these social, mobile-wielding shoppers from Thanksgiving to New Year’s Day, here are a few ideas to help you get started:
- Think mobile first: Millennial shoppers check their smartphones, on average, 43 times during the day, according to SDL research. Consider mobile devices your optimal connection to young consumers, and test different marketing strategies, such as push notifications regarding special holiday sales and deals. For example, Toys ‘R’ Us rewarded customers who texted a promotional code with a $10 coupon.
- Experiment with new social networks: Instagram and Pinterest are relatively new social networks that have already become go-to destinations for shoppers of all ages. For example, Top Shop saw success with a Pinterest contest. However, there are several emerging networks that have a “cool factor” and are especially appealing to young shoppers. For example, Millennials and tweens have grown to love Snapchat, which allows users to snap photos and videos, add captions and send them to friends. The twist is that the images disappear after a few seconds. Brands like Taco Bell use the platform to broadcast news and viral content. Best Buy used Vine to encourage customers to submit videos of themselves waiting in line on Black Friday using the hashtag #VineInLine.
- Consider blogging: Platforms such as Tumblr and Blogger provide turnkey templates for brands and merchants to create their own blogs. With more young consumers gravitating to these sites to share images, personal journals and more, blogging networks are optimal for boosting engagement. Post photos of new products, holiday shopping lists and even holiday-themed activities to pique interest. For example, Urban Outfitters had the “Get Gifted” blog series, which gave team members the opportunity to share their personal wish lists for the holidays.
- Don’t forget TV: Although millennials and tweens are turning to other devices to consume information and shop, traditional TV advertising is still important. To that end, nearly half (44%) of “trailing millennials” (14- to 24-year-olds) watch TV on traditional sets, according to the The Digital Democracy report from Deloitte. Use TV advertising to get your brand messaging out to consumers while they’re watching their favorite shows, and provide a compelling call-to-action that convinces them to engage with your brand online, through social media and via mobile. For example, you can use a commercial to promote a holiday sale or event, and then encourage consumers to follow you on Twitter. TV programming generated more than 219 million tweets in the first half of 2014, according to Cabletelevision Advertising Bureau — 69% of which originated from cable TV programming. You can even use TV advertising as a quirky way to stick in consumers’ brains. Remember how Kmart caused a social media storm with its #ShipMyPants and #ShowYourJoe commercials?
How will you be engaging your younger shoppers this holiday season? Share your thoughts in the comments section below!
