HOW TO IMPROVE THE MILLENNIAL IN-STORE SHOPPING EXPERIENCE
H I M I S E
(PG#) TITLE
T A B L E
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What’s Happening Currently and How Can it be Improved
(Pg 3) Brand Extensions and Interactivity (Pg 6)
Fashion Brand App Add-On
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Customer Driven Experience
(Pg 11)
Staff Member Assistance
(Pg 14)
Minimalistic Setup
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Men’s Vs. Women’s Shopping Habits
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The 5 Types of Shoppers
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Worked Cited
OF CONTENTS
WHAT’S HAPPENING
C U R R E N T L Y
AND HOW IT COULD BE IMPROVED
Editor: Zora Bowens
We all shop one way or another; whether it’s for the house, for our pets, or for ourselves. Today, we are going to focus on the shopping experience. Think about what’s it’s like to shop: thinking about where you are going to go, are you driving or walking, what are you looking for, who do you run into along the way? Currently, in the shopping experience, it’s so simple, you go into the store, look for what you want, maybe talk to a store employee, try things on, and checkout. However, this experience has a lot of room for improvements. According to research data, 70% of millennials would like for stores to be more interactive. Also, it’s been recorded that a lot of people go into store out of pure boredom. There issues could be addressed in many ways, from brand extensions to bringing more digital aspects into the store for consumers to interact with. Consumers in a survey study also said that they would like for stores to play their music and possibly have a say in a stores design. There’s also an issue of loneliness in store, most people like to shop with a friend. This could easily be fixed by making sure there’s wifi in-store so people can facetime or talk to their friends easier. It could also be a good idea to introduce a hypoallergenic animal into the store for people to interact with. They work great to combat loneliness and stress. And if they’re well trained, which a store would have them to be, they won’t be too annoying or loud; just there to be a friend.
Lastly in the shopping experience, there’s a clear affinity from consumers for sales. It can be seen in every store that everything almost seems to be on sale one way or another. Even if it’s just a sign that shows a low price, but then when you go to the rack you realize “oh, wait, its 17.99 and up.” it’s not really a sale, but for a moment you felt like you were getting a deal. This aspect of the shopping experience needs to be done in a way that is more personal feeling. For example, putting rarer coupons into people’s bags when they leave or giving exclusive coupons through the companies website that people can only use in-store. On the topic of things to take home, brands could also give more trinkets to take home like stickers or keychain objects. Next time you shop, think about the ways your chosen brands choose to interact with you. From these areas of improvement alone, the shopping experience could be much more interesting and engaging. Find the article, “Brand Extensions and Interactivity” to discover an in-depth look at ways the shopping experience could be changed.
How To Improve The Millennial In-Store Shopping Experience
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BRAND EXTENSIONS AND INTERACTIVITY Editor: Zora Bowens
Lately, brands have been realising that there is a need for more interactivity, engaging content, and personal engagement with consumers. Though, this is still lacking in most stores, many stores have been leading the way. Let’s take Muji for example, an extremely popular store in East Asia. Known for it’s simple lifestyle, unbranded apparel, Muji has started to create brand extensions. Muji Cafe, for example, is a cafe in the same store as the apparel where consumers can actually get a drink or food and sit down. This idea of engaging with consumers by going deeper into their needs is a major move. Consumers tend to become more loyal to brands for this or visit the stores more often for a wider range of activities. It is important to note that many brands do brand extensions. For example, when Louis Vuitton did a collaboration with Supreme it was an ever so iconic and popular brand extension; however, it stayed in the realm of clothing. The idea of going outside of the realm of clothing and into things like food, makes it a truly interactive brand extension because it makes people physically move to do a separate activity. Interactivity is the key here. It is the region of the shopping experience that has the most potential for improvements. In research done by a team specifically exploring “How to Improve the Millennial In-Store Shopping Experience”, they discovered many opportunities for interactivity in stores. To start, stores could introduce more tech into their brick and mortar retailers. Some people have noted that they use styling apps or look online, then go into the store hoping they find what they are looking for. Brands could introduce apps or styling kiosks or touch screens that help consumers find what they want. In the realm of psychically adding digital touches to a store, brands could also embed ways to play games, so people can have fun with their friends or strangers, or just by themselves. Stores could also potentially recognize people who use Spotify or Apple music and prompt them upon entering the store to see if they would like any of their music to be added to the que; as 70% of people said they would like for stores to play their music. It could also be beneficial on the subject of technology to cross platforms, meaning using user generated content in store, or having a way to generate content in the store that would translate online. Many people from a survey the group conducted said that they would like to be shown on their brands various platforms. It could also be interesting to have people vote for an aspect of a stores design as many people said they would be interested in this, also. There’s also an issue of personal interaction in store. Some people think that store employees are too aggressive or badgering. There’s also the issue where it feels that you can’t find an employee when you need them. It could be beneficial to have an app, text option, or buttons throughout the store to press when you need help in a certain region of the store. The ways to create interactivity in stores are plenty. The methods above would definitely improve the in-store shopping experience, but there’s nearly endless ways to do this. 3
How To Improve The Millennial In-Store Shopping Experience
H.I.M.I.S.E.
FASHION BRAND APP ADD-ON
T E C H B A S E D
Editor: Jachai DeJesus
Major retail and luxury brands have adapted the current
culture of tech-based assistance to provide easier and more efficient ways for consumers/customers to interact and shop the brand(s). These apps are aesthetically built around presenting a customer driven experience through the vision of the brands mission for their inventory/clothing. With such a saturated market of personal brand apps plus a limited storage space on phones and tablets it’s difficult to keep customers attention and loyalty towards a brands app. Many customers, including myself often just download a company’s app for the moment and time of when we need to use it. Whether it be an in-store coupon we want to use or even just perusing the inventory of a certain store or the items within the brand itself. Keeping the attention of customers in such a hectic market place is tedious task for a company to keep on track; through an extensive 10-week long research study, myself and other members of my group conducted a study based upon improving the millennial in-store shopping experience. Within the research I focused on the aspect of P roducts: looking into the items and inventory located within a physical retail space; both items being sold and created/ given to help the customers shop easier. Through my findings I developed a potential solution to helping minimize the lacking interest in millennials going shopping physically. I propose an app extension for fashion retail brands and other flagship/store locations that gives consumers a little more personal information about the products their buying. It’s sort of like an employee-tell-all catalogue based upon the inventory the employees receive. It’s a collection of typed or voice recorded reviews/ analyses of brand products from a first-hand perspective. Customers can log into their favorite brand apps and locate a specific store near or within the area they’ll be shopping in. Having access to personal reviews from company selected employees, allows the potential customer more knowledge and insight about the products they love and are interested in. I’ve found that millennial consumers are plagued with the pressure of wanting to buy something but feeling as though they don’t know enough about the product(s) their buying; it’s basically settling for the things you like.
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CUSTOMER DRIVEN Editor: Jachai DeJesus
E X P E R I E N C E
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Currently, sales associates are employed to sell, set-up, and push the sales of their store while growing the brands customer base simultaneously. They collect and log inventory information based upon the shipments and packages they receive from higher-ups. There is no real creative aspect to the job other than getting to wear comfortable clothes of your own choice and style to work every day. There are more numbers involved with the position of a sales associate that bog down their ability to help create a customer driven experience in-store. The current connection built within most fashion retail brand stores of today, is that it’s a simple introduction, “hello, welcome, how are you today?”, followed by a quick “hi, I’m doing fine, thank you.”, which is then closed by an “if you need anything, just let me know,” The dry and at times, off putting nature of a sales associate’s personal presentation is a big part of them making potential sales with possible new customers. Loyal consumers of the brand can often times look past the informal robotized greeting employees have sometimes developed when working within the same brand/store for longer than 4 months. I have worked retail before and gained a lot of insight on the behind-the-scenes aspects of working for large corporation, mid-level consignment shops, and a small business startup that exclusively sold vintage clothing. With this preexisting experience and knowledge, among other group research I’ve conducted based upon improving the millennial in-store shopping experience has led me to propose an idea based upon redefining the qualifications and potential trainings for a sales associate. By employing and allowing sales associates to work as personal stylists with in- store customers helping provide an informative voice for customers during their shopping experience. The employee needs to be able to build a quick
How To Improve The Millennial In-Store Shopping Experience
and lasting impression that allows for a trusting bond to form between the two. It shouldn’t come across as though they trying to “tell and sell” the items to the customer but more they’re being assisted in a potential wardrobe add-on or recreation. The item or look a customer is going for won’t always be attainable within every store they visit, but if in-store employees had the ability and knowledge to help guide shoppers through their buying experience then it would help them make more solid decision purchases and are more likely to return to a brand store based upon having a more inclusive and customer driven experience.
H.I.M.
I.S.E.
STAFF MEMBER ASSISTANCE Editor: Isha Ray In the present generation, research shows that millennials are prone to use a lot technologies in their daily life and hence we see advanced technologies used in stores like, during checkout, scanning the code, apps to choose certain brand and style or apps that provide personal recommendations to shoppers. The technology should be something as simple as click and collect can really help people engage in the store environment that in effect is one of the simpler things to use to get people to come into the stores. Millennials are more prone to use the technologies which leads them to become independent. It seems that most millennials prefer to shop alone because it’s a lot easier to have to just deal with themselves and shop for themselves. Mostly as we see the youth segment is more prone to ‘shopping alone’ as they usually do their homework before they enter the Store zone. Research stated, all of the male participants stated they preferred to shop alone, or with one friend, and in most instances they prefer to not be approached by the sales associate, nor do they usually ask for assistance. The women participants of the focus group, on the other hand, were more open to ask for assistance if in need, especially if looking for a specific product, a certain size, or sometimes even just for an opinion. It came as a surprise to me that it is common for some girls to ask opinions to sales associates, especially if they think they have similar styles. Even when they do need assistance, a majority of shoppers prefer to use in-store technology to get their questions answered rather than talking to a person.
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How To Improve The Millennial In-Store Shopping Experience
S T A F F M E M B E R
ASSIS TANCE
MINIMALISTIC SETUP Editor: Isha Ray
A new concept, the minimalist lifestyle is trending across the United States. Millennials in particular are seeking out this minimalist lifestyle. In its most stripped-down definition, minimalism is about designers expressing only the most essential and necessary elements of a product or subject by getting rid of any excessive and, therefore, unnecessary components and features. Hence giving the brands the center of attraction. This choice of minimalism is seen in the store layout of the shopping stores. Mostly the walls are white and are highlighted with neutral colors. The whole stores are surrounded with spotlights giving a classic look. The setting of the store are set in such a way where trends are separated in different layers, giving the customers a clear mind set. Trying out new trends and to see if it suits them. This section which is common to all customers be it demographic, social, gender, and age groups. This section must be at the forefront. Free flow layout is best suited for the purpose. A free flow design has one challenge though as it fails to provide cues as to where one Department stops and another starts.
Customer sentiment is the key in designing the layout and design of a shopping store. Store design will guide the customer silently about where she/he wants to go and for exposing him/her to the entire store offering. Walkways are prime to give a soothing feeling to the customer to meet her/ his objectives. Success will lye from the fact how the entire store catches the visual appeal of the visiting customer almost at a glance. The essential store design has some important components like Exterior, interior, Store Entrance, size of the brick and mortar installation, methods of display, signage, window display. Minimalistic set up gives a clean, crisp and spacious. This gives a refreshing mindset of visiting Customers as we must understand here that Customers also come for shopping after a hard day’s engagement or so. This approach gives them a soothing feeling and here is a point where Customers also require a share of brief rejuvenation and then carry on their shopping experience. This type of layout will prompt the Customer to come back again and again. Research said that the store setup in the early generations were little crowdy in terms of how the products were setup which included the background lighting.
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MEN’S VS. WOMEN’S SHOPPING HABITS Editor: Samuel Regan
Women Women have a clearer affiliation for the common notion of shopping. Such as walking at a calm pace through store fronts, analyzing all the different products and merchandise, comparing and contrasting qualities of each product and its values, interacting with other shoppers and sales persons in stores, asking questions, trying on several products and eventually making a purchase. The majority of purchases are usually attributed to women, and they usually do it with pleasure — even just when shopping for groceries or everyday things. Women are often proud of their ability to shop. Men On the other hand, men are much more rapid in their shopping experience. While in the stores, I observed at which pace men moved compared to women, and in most cases, men will spend much less time in stores. Men spend less time looking and choosing the product. In many settings it’s hard to get them to look at anything they hadn’t intended to buy. Men rarely ask questions while shopping. Unless they are looking for a specific product or have a sizing need, they will rarely ask questions. If a man can’t find the section he’s looking for, he’ll keep searching, then abandon his mission and leave without ever asking for any help. Additionally, men tend to avoid using fitting rooms as much as women do, as they rarely want to try on something unless they are almost certain of buying it.
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How To Improve The Millennial In-Store Shopping Experience
THE 5 TYPES OF SHOPPERS Editor: Samuel Regan
The first type of consumer consists of people who walk in a store, knowing what they are buying, who simply pick up a product, and head to the cashier in order to purchase it. These types of buyers are decisive, they have a purpose for their purchase, and they are usually in and out of a store. The second type of shopper consists of millennials who will spend a long time in a store, observing, touching, and analyzing each product in depth. These shoppers will spend time trying clothes on, looking at themselves in mirrors, on their phones, texting, and sending pictures to their friends or special someone. Then, the third type of shopper is the last-minute consumer. This type of consumer will usually wait till the last minute to do their shopping, and run frantically around the store to find what they are looking for. This type of consumer is a fast shopper, usually on the run. The fourth type of shopper is usually shops under sale season, and they will buy an excessive amount of clothes, motivated by the sale, used as a marketing strategy. When stores have sales, millennials will try to purchase at least one product, to feel satisfied by the bargain they believe they found. And finally, the fifth type of consumer type, is the social shopper. This type of consumer behavior is often seen shopping around friends or in groups. Often, impulsive buys are made as millennials are influenced by the presence of their friends.
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WORKS CITED
W O R K S
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H.I.M.I.S.E.