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PAGE

2.
MILLENNIALS
Shifting the Workplace
& the Total Retail Experience

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3
PLAY
MILLENNIALS:
ARE THEY REALLY LIKE THIS?

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PLAY
MILLENNIALS:
ARE THEY REALLY LIKE THIS?

5.
MILLENNIALS:
Shifting the
Workplace
& the Total Retail
Experience

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WHAT YOU
CAN EXPECT
TO LEARN:
 Realize impact & begin
to understand them
 Effective interaction
with millennial
customers &
employees

7.
CEO, CONSUMER CLARITY
DENNIS DEVLIN
 25 years experience marketing strategy,
insights & consultation
 7 years dedicated to Millennial
consumers/shopper insights
 Entrepreneur of the Year,
Legacy Center 2011/12
 President, American Marketing
Association – Cincinnati Chapter 2013/14
 National Chapter Volunteer of
the Year, American Marketing Association
2016

8.
WHY SHOULD
YOU CARE?
1. Foundation for
Millennial
Effectiveness
2. Millennials as Retail
Consumers
3. Millennials in the Retail
Workforce

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FOUNDATION FOR
MILLENNIAL
EFFECTIVENESS

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DEMOGRAPHICALLY
Upper Teens to
mid-30’s
MENTALLY
The “Millennial
Mentality”
BEHAVIORALLY
Life Stages &
Response to
Brands/Mktg
Underlying Values Across the Generation Bind Them
WHO ARE THEY?
DEFINING THE MILLENNIALS

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Over80MillioninU.S.
• >$600B spend annually
• Influence other generations’
purchases
As a
Customer
• By 2020, millennials will
comprise ~50% of
employed persons
As an
Employee
NOW THE LARGEST GENERATION, EVER!
THE IMPACT OF MILLENNIALS

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UNDERSTANDING
MILLENNIALS

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All millennials have an
attitude of entitlement.
MYTH #1

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They’re digital
addicts who avoid
face-to-face interaction.
MYTH #2

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Millennials don’t care
about the company
they work for.
MYTH #3

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Millennials are the
job-hopping generation.
MYTH #4

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They can be lumped
together in one
group…
MYTH #5
they are all the same, right?

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REALIZE THE SIGNIFICANT IMPACT MILLENNIALS ARE
MAKING & PRIORITIZE THEM
Millennial Effectiveness?
KNOW THAT MILLENNIALS ARE DEFINED BY HOW THEY
THINK AND BEHAVE, NOT BY THEIR AGE
UNDERSTAND MILLENNIALS – AND RESPOND...

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MILLENNIALS AS
CUSTOMERS

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 Brand Transparency
 Brand Authenticity
 Consumer-Centric
Shopping “EXPERIENCE”
 Individualization
 Choosing Freely
10 DEMANDS ON RETAILERS
 A 3-Way Connection
 Passion Purveying
 Selective Value
 Societal Impact
 A Frictionless Journey

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 Influencing your sales today
 Do shop in stores – pre-shop online
 Loyal (redefined - to the team vs. company)
 Do not treat brands like people
 Do care about brand relationships
FACTS ABOUT THE MILLENNIAL CUSTOMER

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1. Up & Comers
2. Eclectic
3. Trendsetters
4. Mavens
5. Skeptics
NOT ALL MILLENNIAL CUSTOMERS
ARE THE SAME!
MILLENNIAL CUSTOMERS VARY
YOU MUST SEGMENT YOUR
MILLENNIAL CUSTOMERS

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HOW DO THEY INTERACT WITH EACH OTHER?
MILLENNIAL CUSTOMERS VARY
PLAY

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HOW DO THEY INTERACT WITH EACH OTHER?
MILLENNIAL CUSTOMERS VARY
PLAY

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 Creating an exceptional experience at every
step in the customer journey?
 Making the interaction frictionless?
 Providing opportunities for customization and
personalization?
 Demonstrating value?
 Building loyalty?
ARE YOU, AS A RETAILER, MILLENNIAL-
READY?
MILLENNIAL CUSTOMER
EFFECTIVENESS

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MILLENNIALS AS
EMPLOYEES

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HELPFUL
HINTS
THINGS THAT RETAILERS
CAN IMPLEMENT
RECRUITING MILLENNIALS
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TWO PRIMARY DRIVERS:
 A company they TRUST
 A company that provides
HIGH QUALITY products
+ services
COMPANIES FOR MILLENNIALS
DEMONSTRATED TRANSPARENCY AND
A FOCUS ON CULTURE HELPS ATTRACT.

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DON’T
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 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS
DON’T DO
 Learn the millennial language

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DON’T
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 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
DON’T DO
 Learn the millennial language
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS

31.
DON’T
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 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS
DON’T DO
 Learn the millennial language

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DON’T
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 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
DON’T DO
 Learn the millennial language
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS

33.
DON’T
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 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS
DON’T DO
 Learn the millennial language

34.
DON’T
35
 Making a difference really matters
 Embrace a millennial mentality
 Give them a reason to believe
 Mindful mentorship
 Over deliver on expectations
RECOMMENDATIONS RETAILERS CAN IMPLEMENT
MANAGING MILLENNIALS
DON’T DO
 Learn the millennial language

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BE SURE TO REDEFINE EXPECTATIONS ABOUT TENURE LENGTH
 Competitive compensation
 Ongoing feedback
 Gamification motivators
 Foster learning
 Mobile acceptance
 Nurture culture
 Performance metrics
HELPFUL HINTS THAT RETAILERS CAN IMPLEMENT
RETAINING MILLENNIALS

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 Embracing millennial-friendly ideologies, and
have a transparent organization
 Established an appealing workplace culture
 Inspire employees to make a difference
 Engagement and support strategies in place to
attract and retain
ARE YOU, AS A RETAILER,
MILLENNIAL-READY?
MILLENNIAL EMPLOYEE
EFFECTIVENESS

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CLOSING

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 Retailers must rise to
meet greater expectations
 Bust the myths to see
the truths
 Don’t market the same way to
the entire generation
MILLENNIALS AS
CUSTOMERS
HAVE YOU THOUGHT ABOUT...?
 Trust + high quality are drivers of
employer choice
 Critical to demonstrate
transparency & foster culture
 Making a difference matters,
ensure meaningful work
 Engagement & support programs
are critical for retaining
MILLENNIALS AS
EMPLOYEES

39.
THANK YOU!
NOW, ANY QUESTIONS?