From the Eyes of your Millennial Customer - Article Series
As a brand loyalist and a customer experience advocate, I’m probably one of your most difficult customers to please. Throw in that I am a millennial who’s a part of the $65 billion market, I hope you are still willing to read this Digital Retail Analysis.
This article is the first of a four part series about millennial customers’ expectations for Retail. Each article discusses an expectation and offers recommendations for aligning your business and IT strategy to meet the desires of your customers using Salesforce. Each customer experience topic is supported by research by Gartner and Forbes. Stay tuned to read the other blogs!
The reality is that millennials have higher value expectations for brand products, where they expect more in return or otherwise they will purchase a generic product (Big Eye Agency). My aim is to improve the end-to-end customer journey from Marketing to Sales to Service and so forth for retail brands.
Why? Because digital has the power to create remarkable moments and raise our customer satisfaction. At the end of the day, I would rather stick with a brand that consistently meets my needs than go looking for something new.
Expectation 1: Consistent Brand Recognition
As a millennial customer, we want your brand to resonate and to meet us where we hang out both digitally and in the real world. Every employee is a representative of your brand, so they need to be empowered to represent you.
The benefit of consistent branding online and offline is your brand is distinguished from other competing brands. Nike does not just want to beat out its closest competitor, Adidas. They are on a mission to “bring inspiration and innovation to every athlete in the world” (About.Nike.Com). Since their mission relates more than a typical revenue statement, Nike has some of the most loyal millennial customers in sportswear.