The Social Network: Young Shoppers Would Love Your Help
With the holidays coming to a close, the return-and-exchange season is about to begin. Among those customers walking through the doors will be the big-spending Gen Y’ers who are exchanging their iPod Classic for the 32GB Touch, or the 23-inch flat screen for the 32-inch. These consumers want to exchang the gift they received for the bigger-and-better version, and it is up to your sales teams to facilitate this process.
Most returns or exchanges will happen in the physical retail stores by younger consumers because it is important for us to see demonstrations of the product we are trading for. When dealing with this market segment, think: “a little respect can go a long way.” It holds more truth than you can imagine, especially when it comes to choosing which customer your salespeople devote their time to.
Look at it this way: A 20-something-year-old decked out in skater clothes walks into the showroom and heads straight to the home theater section. Right behind him is an Armani clad, middle-aged man who just parked his Ferrari out front. Choosing to help the middle-aged man first could be a mistake.