The new generation is changing the rules of the market
What is so attractive about online shopping for modern people? Any purchase is made in one click, and in 2-3 days the goods are already in your hands. Generation Y, or so-called millennials (those born after 1981), prefer to act exactly this way. And now, by the way, this is the largest consumer group. Most millennials live in developing countries, and there are about 1.8 billion of such people in the world. In China, there are 350 million people (like nowhere else in the world), and in the USA, for example, 70 million.
Millennials dictate their own rules of consumption and create new ones all the time.
What are the rules?
On weekends, strictly rest, no hungary email list work from home. People Y live for today, not thinking about what will happen tomorrow. One American journalist stated that, according to the results of her own investigation, the cause of the death of many industries was the active use of Instagram.
Millennials eat home-cooked food (it's cheaper than going to a restaurant), don't buy real estate, expensive branded items or cars (they don't need a driver's license either), have given up golf and alcohol, and buy everything (even food) online. This generation values its time and doesn't throw money around.
Stores build loyal audiences and then organize communities
The strategy is tied to emotions and consumer experience. An online retailer, working in a narrow niche and providing a unique assortment and an individual approach to service, creates a system of values that the consumer can no longer refuse, he feels involved.
First, gaming tools are connected, such as loyalty programs, the ability to test the product, bonus accumulation, etc. All this is reinforced by marketing content that flows from everywhere (from chats, blogs, and other channels). The audience is drawn into the discussion, shares useful content, of course, buys and can no longer imagine their life without the retailer's brand. This is how a community is formed, which itself attracts new customers.
Authenticity is at its peak
Yes, everything natural and authentic is trending now, not least thanks to millennials. Today's consumer puts health first. People are increasingly abandoning shopping in hypermarkets and going to small retailers for authentic, natural, fresh and healthy products.
For example, the Kostya Tszyu Sports Academy, which received investments on the StartTrack platform, produces a line of food products based on natural ingredients. For drinks, for example, water from artesian wells is used, enriched with vitamins, minerals and fiber. The company in Russia was organized by Victoria Kvint (German).
For many Russians, caring for their health has already become a principle of life. The Nielsen company conducted research on this topic, and it showed that most people (70% worldwide, 65% in Russia) choose an exclusively healthy diet. At the same time, 70% of Russians tend to buy expensive but high-quality food, and 39% of the population tries to consume less fat and sugar.
It is essential to take into account the wishes of millennials if you want to take a stable position in the market and easily find investors for your projects and online stores. Global food corporations have already understood this. For example, under the Diageo brand (a global holding company that has been supplying alcoholic beverages to the market for almost 250 years), Ben Branson's drink Seedlip was released. It tasted like whiskey, but without alcohol. Within three weeks, it flew off the shelves at a price of almost 30 euros.
Simple figures: from 2002 to 2012, the population of England began to consume 26% less alcohol.