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SmarterHQ: Millennials Still Favor Store Shopping

According to a new report from SmarterHQ, a multichannel behavioral marketing platform, half of Millennials actually prefer shopping in-store.

As retailers adapt to the increased use of digital and online shopping methods, they could miss the mark if they ignore in-store opportunities while trying to engage a demographic that, in the U.S., is 80 million strong, according to the company.

In studying Millennials, SmarterHQ also found:

Distraction. Millennials are distracted, with 95% of the demographic doing other things while shopping, including working, watching TV or talking to friends.
Resentment. Millennials don’t like to be bombarded with marketing messages as 74% said they are frustrated with too many such communications, and the majority expressing a preference for one to three marketing emails per month.
Skittishness. Millennials are not particularly brand loyal, with only 6.5% of Millennials respondents considered themselves brand loyal.
Frustration. Millennials prefer personalized emails to batch and blast as 70% of Millennials expressed annoyance at brands sending irrelevant emails but acceptance of sale notifications for previously carted and previous browsed items as well as products based on their interests.

Smart HQ emphasized that, in reaching Millennials, real-time, personalized communications can break through the distractions, pointing out that those who prefer personalized communications have a 28% higher brand loyalty compared those who do not. When it comes to broader outreach, quality not quantity, as in relevant content, can make communications such as emails more effective.

“While we’re seeing much more mobile traffic than we ever have in previous years, especially with the younger buyer, our survey found that brick-and-mortar is alive and well with Millennials, and the need for a strong, well-executed and cohesive omnichannel presence beyond online is key when capturing Millennial spend,” said Michael Osborne, SmarterHQ CEO. “Another finding that stood out was that, while security may be a concern with older shoppers, 70% of Millennials are actually comfortable with retailers tracking their purchasing and browsing behaviors if it means they’ll receive more relevant communications. This further emphasizes the need for strategic personalization in an industry still plagued by mass marketing techniques.”

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