I’ve been studying the Millennials for the past 5 years to see what makes them tick. My selfish motive is to better understand the Millennials in my own family, but apart from that, I am fascinated with how their perspective on and love for technology will change the way marketers construct loyalty marketing value propositions.
At the very least, we have to embrace digital channels to deliver offers and to support program servicing needs. Going a little farther, we should be delivering offers, promotions and triggering incremental purchase behavior in a way that benefits merchants and program sponsors without adding a “creep” factor to the lives of Generation Y. As we’ve come to learn, this group might be the quickest to disconnect upon noticing incoming creepiness.
At some point, I concluded that “studying” might be the wrong approach. Why not skip the removed, third party observations and take the bold step of talking with them. After all, everyone wants to be listened to and human beings, regardless of generation, love to talk about themselves.
I am lucky to have a Mystery Millennial who has agreed to share her experiences with brands, retail and otherwise, and to share her candid experiences with Loyalty Truth from as the mood strikes.
Here is a short tale of interaction with Urban Outfitters that makes a very clear point. Read it and let me know what lesson you take away.
Mystery Millennial Goes Urban Outfitter
I have a large purse, I do, and I love my oversized bag. It has been very useful for collecting the small pieces of my daily life that don’t have a specific home, like receipts. It sounds crazy, but I’m toting around hundreds of little papers recording my retail history over the last month or so, a persistent reminder that I have not been diligent with my record keeping.
The other day I had a shopping experience that left me particularly happy at the checkout counter. I was updating my fall wardrobe at Urban Outfitters and, while making my purchase, was asked if I wanted to receive my receipt by email! I believe my response was a bit generous for the situation, but my enthusiasm was genuine. I was more than happy to hand over my email address for the sake of not adding to my already embarrassing collection of paper waste in my possession.
To top off my delight I had my receipt easily accessible right where I record my budget- on my computer. There was no digging through the infinite abyss (my purse), organizing by date, trying to read crumpled receipts, etc.
In a day and age of marketers pursuing the pocketbook of Millennials, I would say this is a positive step by a big retailer. They might have been motivated by “green” causes or just have been mercenary in pursing my email address. Either way, they made a positive impression by not wasting paper, and saved me time as well as space in my purse.
Editor’s note: I’ve got to ask our Mystery Millennial if she shops at CVS Pharmacy and is a member of ExtraCare. The program has taken a lot of heat for its long paper receipts, only one or two of which would choke Ms. Millennial’s purse.