How to Speak to Millennials
What They Want
Based on what “the kids” are into, retailers
will need to tailor their efforts. At Audiotronics, it’s car audio; at Audio Advice, it’s the resurgence of vinyl; at Flanner’s, it’s personal audio, mobile and wireless; and at Barrett’s,
it’s computer audio.
Barrett’s opened a new computer audio design center in February of this year. While this is primarily targeted to trade partners in the area, Barrett is adamant that products which elevate the streaming experience are popular with this younger crowd.
Think Apple AirPlay devices like B&W’s Zeppelin. While Apple does not provide much dealer support, the business it creates through its own advertising is a plus, Audiotronics’ Hartberger explained.
Sonos’s multi-room audio streaming products are extremely popular across the board at CE retailers, as well.
Retailers interested in marketing to the younger population should also consider promoting DACs to improve the sound quality from computers and/or headphones, Barrett suggested.
“We are also seeing the need for more robust wireless networking gear, as well as the use of smart technologies grow—specifically in the realm of TVs,” added Felker.
According to Shaw, if you want to attract the 20-something, make sure you have available entry-level integrated amps, turntables, speakers and headphones at your storefront.
“In order to reach any customer or group of people, it is imperative to communicate to them where they are at,” Felker advised. “It sounds very simple, but I think this is a fact that is easily overlooked.
“To specifically target a younger demographic today, a retailer has to get to a place where they are not only present online, by mobile and on social media platforms, but they need to excel at engaging potential customers there. It is not enough anymore to simply have a website full of products and think that will attract customers. Retailers have to understand it is still about engaging this new group of customers in a way that allows them to fully understand all that we have to offer.” n