6. 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
11. 11
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
18. 18
They can be lumped
together in one
group…
MYTH #5
they are all the same, right?
19. 19
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...
21. 21
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
22. 22
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
23. 23
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
24. 24
HOW DO THEY INTERACT WITH EACH OTHER?
MILLENNIAL CUSTOMERS VARY
PLAY
25. 25
HOW DO THEY INTERACT WITH EACH OTHER?
MILLENNIAL CUSTOMERS VARY
PLAY
26. 26
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
29. 29
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.
30. DON’T
30
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
31. DON’T
31
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
32. DON’T
32
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
33. DON’T
33
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
34. DON’T
34
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
35. 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
36. 36
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
37. 37
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
39. 39
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
Dennis Devlin is currently CEO of Consumer Clarity, which he founded in 2009. Consumer Clarity is a consumer marketing consultancy specializing in millennial consumer and shopper insights and strategy development for consumer product manufacturers, consumer service providers and retailers. Dennis has been involved in insights and strategy work for more than 25 years, with the last 7 years focused on the millennial consumer and shopper.
Dennis was awarded the Entrepreneur of the Year award by the Legacy Center in 2011-2012, celebrating entrepreneurial success and was very recently name the 2016 National Chapter Volunteer of the Year for the American Marketing Association.
Edited video intro (You’ve Gotta Love Millennials):
Mp4: Click to Download
Vimeo (Password: TEMPOE): https://vimeo.com/166511438
YouTubeLink: https://www.youtube.com/watch?v=gXhNdSMZoOU&feature=youtu.be
Edited video intro (You’ve Gotta Love Millennials):
Mp4: Click to Download
Vimeo (Password: TEMPOE): https://vimeo.com/166511438
YouTubeLink: https://www.youtube.com/watch?v=gXhNdSMZoOU&feature=youtu.be
MILLENNIALS’ IMPACT has been described IN TERMS OF A TIDAL WAVE. WHILE THEIR IMPACT IS ALREADY BEING FELT WE ARE ONLY JUST BEGINNING TO REALIZE the FULL EFFECT of this generation .
Keynote
MILLENNIALS’ IMPACT has been described IN TERMS OF A TIDAL WAVE. WHILE THEIR IMPACT IS ALREADY BEING FELT WE ARE ONLY JUST BEGINNING TO REALIZE the FULL EFFECT of this generation .
Keynote
Dennis Devlin is currently CEO of Consumer Clarity, which he founded in 2009. Consumer Clarity is a consumer marketing consultancy specializing in millennial consumer and shopper insights and strategy development for consumer product manufacturers, consumer service providers and retailers. Dennis has been involved in insights and strategy work for more than 25 years, with the last 7 years focused on the millennial consumer and shopper.
Dennis was awarded the Entrepreneur of the Year award by the Legacy Center in 2011-2012, celebrating entrepreneurial success and was very recently name the 2016 National Chapter Volunteer of the Year for the American Marketing Association.
MILLENNIALS’ IMPACT has been described IN TERMS OF A TIDAL WAVE. WHILE THEIR IMPACT IS ALREADY BEING FELT WE ARE ONLY JUST BEGINNING TO REALIZE the FULL EFFECT of this generation .
Keynote
We tend to DEFINE millennials by their age, but their age really doesn’t define them. Rather, it is how they think and behave that defines them.
Millennials’ impact is significant, regardless of the role they play – as a customer or as an Employee
SO MUCH INFORMATION IN THE MEDIA THAT IS SHARED IN “SOUND BYTES” SIMPLY IS INACCURATE ABOUT MILLENNIALS. BECAUSE IT IS SHARED WIDELY THESE INACCURACIES BECOME PERVASIVE IN PEOPLE’S MINDS. IT’’S TIME TO HANDLE THE TRUTH.
Will make a reference to how millennials actually have an attitude of empowerment.
WE MAY DO A QUICK INTERACTIVE ENGAGEMENT OF THE AUDIENCE – HOW MANY PEOPLE BELIEVE THAT MILLENNIALS ARE . . . .?
Will make a reference to how millennials actually have an attitude of empowerment.
WE MAY DO A QUICK INTERACTIVE ENGAGEMENT OF THE AUDIENCE – HOW MANY PEOPLE BELIEVE THAT MILLENNIALS ARE . . . .?
Will make a reference to how millennials actually have an attitude of empowerment.
WE MAY DO A QUICK INTERACTIVE ENGAGEMENT OF THE AUDIENCE – HOW MANY PEOPLE BELIEVE THAT MILLENNIALS ARE . . . .?
Will make a reference to how millennials actually have an attitude of empowerment.
WE MAY DO A QUICK INTERACTIVE ENGAGEMENT OF THE AUDIENCE – HOW MANY PEOPLE BELIEVE THAT MILLENNIALS ARE . . . .?
Will make a reference to how millennials actually have an attitude of empowerment.
WE MAY DO A QUICK INTERACTIVE ENGAGEMENT OF THE AUDIENCE – HOW MANY PEOPLE BELIEVE THAT MILLENNIALS ARE . . . .?
QUICK SECTION SUMMARY – CONTEXTUALLY, HERE ARE THE FOUNDATIONAL PIECES NECESSARY TO BECOME EFFECTIVE WITH MILLENNIALS.
THE EXPECTATIONS OF THE MILLENNIAL SHOPPER ARE REQUIRING RETAILERS TO UP THEIR GAME. YOU MUST MARKET TO THE AUDIENCE, NOT TO THE MASSES.
HERE ARE SOME MYTHS ABOUT MILLENNIALS AS RETAIL CUSTOMERS. IT’S TIME TO BUST SOME MORE MYTHS!
INCLUDE A BRIEF “SO WHAT?” FOR EACH OF THEM
TRANSITION TO VIDEO HERE WHEN MOVING TO NEXT SLIDE
DON’T TREAT ALL MILLENNIAL CUSTOMERS THE SAME. YOU NEED TO SEGMENT THEM. HEERE IS ONE EXAMPLE OF A MILLENIAL RETAIL CUSTOMER SEGMENTATION FROM ORACLE.
DON’T TREAT ALL MILLENNIAL CUSTOMERS THE SAME. YOU NEED TO SEGMENT THEM. HEERE IS ONE EXAMPLE OF A MILLENIAL RETAIL CUSTOMER SEGMENTATION FROM ORACLE.
Millennial Shopping videos of Henry/Gabby:
Shopping – Video:
Mp4 attached in .zip file.
YouTube Link: https://youtu.be/wIsI9EQuv0o
DON’T TREAT ALL MILLENNIAL CUSTOMERS THE SAME. YOU NEED TO SEGMENT THEM. HEERE IS ONE EXAMPLE OF A MILLENIAL RETAIL CUSTOMER SEGMENTATION FROM ORACLE.
Millennial Shopping videos of Henry/Gabby:
Shopping – Video:
Mp4 attached in .zip file.
YouTube Link: https://youtu.be/wIsI9EQuv0o
ARE YOU, AS A RETAILER, MILLENNIAL-READY? YOU MUST BEGIN ASKING THE CRITICAL QUESTIONS IN ORDER TO BECOME EFFECTIVE WITH MILLENNIAL CUSTOMERS.
RESEARCH WITH COMPANIES THAT HAVE BEEN MOST EFFECTIVE WITH MILLENNIAL EMPLOYEES HAVE IDENTIFIED KEYS TO ATTRACTING MILLENNIALS.
WILL INCLUDE “SO WHAT?” TO EACH OF THESE.
TWO DRIVERS HAVE BEEN IDENTIFIED THAT HELP IDENTIFY COMPANIES THAT MILLENNIALS SEEK – TURST AND HIGH QUALITY.
REFERENCE TEMPOE’S CULTURE
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
HOW DO YOU MANAGE MILLENNIALS IN THE WORKPLACE? HERE ARE SOME RECOMMNEDATIONS.
INCLUDE “SO WHAT?” REFERENCES ON EACH
Three videos of Russ:
“Don’t” Language – Video 1:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511567
YouTube Link: https://youtu.be/64Cd80LtMok
“Don’t” Language – Video 2:
Mp4 attached in .zip file.
Vimeo (Password: TEMPOE): https://vimeo.com/166511586
YouTubelink: https://youtu.be/YtmA5ohjYes
“Do” Language:
Mp4 attached in .zip file
Vimeo (Password: TEMPOE): https://vimeo.com/166511552
YouTubelink: https://youtu.be/RKHRmNfg6iw
ATTRACTING MILLENNIALS IS ONE THING; RETAINING THEM IS ANOTHER. YOU NEED TO REDEFINE YOUR EXPECTATIONS ABOUT WHAT IS SHORT AND LONG TERM TENURES FOR THIS GENERATION, BUT THERE ARE SUGGESTIONS TO KEEP THME LONGER.
INCLUDE “SO WHAT?” REFERENCES ON EACH
WILL INCLUDE VIDEO CLIP HERE
ARE YOU, AS A RETAIL EMPLOYER, MILLENNIAL-READY? YOU MUST BEGIN ASKING THE CRITICAL QUESTIONS IN ORDER TO BECOME EFFECTIVE WITH MILLENNIAL Employees.