It seems like a waste of time to try to convince the millennial generation to put down their tech devices and explore the great outdoors. Studies of this generation have shown that they are more deeply connected to their smartphones, laptops and tablets than they are with their natural environment. For outdoor retailers, the struggle to appeal to the 80 million American millennials is proving to demand innovation and deeper market research. Here are a few way retailers can reach the tech-driven generation.
Connect on Social Media
Millennials have a strong draw toward social media and tend to trust the reactions and reviews of others over traditional advertising, Forbes reports. For instance, when they are looking for the next best airsoft gun on the market, they are likely to seek out a forum or pose the question on a social media platform to see what the online community has experienced with certain products. Not only are they looking for dependable comments and reviews on social media, they want to be connected with companies and brands as well. When a millennial consumer has the opportunity to engage via social media with brands, they are 62 percent more likely to become a loyal customer.
Gain Their Trust
Millennials are avid consumers of companies they trust. Gaining their trust means providing a high-quality product that others review as such. New marketing techniques are being employed by retailers and other companies to appeal to this younger consumer market. Many are making strides to provide as much product information as possible on their websites, since 43 percent of this age group have reported researching products online while they are looking at the item on the shelf in the store, BCG Perspectives says. Providing easily accessible information as often as possible is believed to result in higher sales.
Get Them Involved
The millennial market demands high-quality goods that reflect innovation. Not only do they want a product that they believe in, but they want to help design it and to buy it should be doing a philanthropic act. Customizable products are a big hit with this younger crowd. They take pride in having their part in the creation process and being able to posses a product that may be different from someone else. Also, millennials are a “green” generation. They are of the age of information and have been bombarded with the dire situations of the planet and those who inhabit third-world countries. They like to see companies give back to their communities, environment and other people. For example, most millennials are more likely to buy a t-shirt that plants 10 trees for every one purchased or a product that donates a percentage of the profits to a charity or organization.
The outdoor industry has done a great job with coupling millennials’ desire to share their status in competition with the world by creating apps that are shareable on social media sites. These apps, like Sportstracker, allow you to track distance ran, biked, skied or climbed and share it instantly with followers. Instagram has been a great tool for implementing contests and gear giveaways, which are great tactics for keeping the interest of this specific age group.
