The last little while, I’ve really been emphasising on a few Gen-Y ideals and ways of Millennial life that you shouldn’t be overlooking. It begins with knowing that in the same period that this young generation is experiencing social networking fatigue their mobile phone usage is increasing drastically. And that shouldn’t really be a secret. Millennials absolutely love their mobile phones. So much so that it’s daily use has become a part of who they are.
For Millennials, mobile phones have become something of a personal and intimate extension of themselves. Understanding how to reach them on that personal-level can be an extraordinary opportunity.
Further, Millennials are very personally on a variety of levels when it comes to who they are. Not only do they highly value personal opinions, they’re drawn towards lifestyle brands simply because these brands have reached them on that personal level. But more significantly, these brands allow them to express who they are.
Now, after taking everything into account – it’s a lot, I know – you begin to understand that reaching the Gen-Y demographic takes some effort. Traditional approaches are useful. However, new, unfounded and untraditional approaches are ones that are needed. And though my daily perusing of online content, I came by a fascinating article that can be used as a great example. One that might give us a glimpse into what the future of shopping might look like for Gen-Y.
The Future of Shopping?
The article itself is about the launch of a socially responsible, non-profit caring, online shopping experience targeted to and centred around Gen-Y. This e-commerce site known as Roozt.com is based on a platform where you receive a limited quantity of daily deals that are featured for 24 hours only, and upon making that purchase, a percentage – literally, 1% – of that purchase is donated to a non-profit of your choice. Not to mention other incentives in signing up and spreading the word. Talk about a “Gen-Y” mind-frame.
And although the website itself doesn’t launch until this coming September and although “deal of the day” websites already exist, Roozt.com is actually on to something here. They hit on more than a few Millennials characteristics. They clearly exemplify the personal notion of receiving a “limited quantity” exclusive deal. Secondly, not only does the customer save, they have the ability to help a non-profit cause. And lastly, as mobile internet use will reach 54% of the US by 2014 and smart phones will become the majority by the end of 2011, receiving that deal while at work or just being out and about not only encourages the customer but it empowers them.
What makes Roozt.com even more interesting is the fact that they have 4 criteria each vendor must adhere to in order to be part of this platform. They must be eco-friendly, ethical, humanitarian and community conscious. And though I won’t go any further into explaining the criteria – you can read that here – I will say the criteria themselves are representative of Gen-Y characteristics.
Reaching the Gen-Y Shopper
Although I can’t deem Roozt.com an immediate success since it’s in such a young and infant state, I wouldn’t be surprised to see them do well. Though I do have to question whether e-commerce sites such as these provide shoppers with the same abilities in the real-world or if they’re merely available online. I question that because there is a difference to simply being online versus being able to buy in the real-world also.
Even with that being said, they understand that to reach Millennials something extra is necessary. It’s not simply a matter of getting something cheaper, it’s about getting that limited quantity and limited time offer. That’s exclusivity in its true form and something Millennials would easily gravitate to. Equally, not only do you get what you came for, you get an added bonus in helping out a non-profit cause. Something any caring and optimistic Millennial would see as a win-win scenario.
Again, the subject matter I keep pushing, is the importance of what mobile will play in situations such as these. As mobile internet usage continue to grow and smart phones become the norm – think about it, when’s the last time you saw an add for a regular cell phone – reaching Millennials by something simple as email via their smart phone is not only profound, it’s powerful. And it’s not rocket science knowing Millennials are different. You just have to recognize that when trying to reach them you probably, might, will have to be just as different.
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