Dealerscope spent the month of February asking four city-smart teenagers detailed questions about how they use and shop for consumer electronics products. Their candid responses lined up almost identically with the latest research on this specific demographic and the strategies cutting-edge marketing companies are developing to reach them, and it’s all good information for retailers to begin processing because Millennials will soon outnumber both Boomers and GenXers. Now is the time to re-evaluate “best practices” and begin tailoring them to a powerful group of consumers who are steadily amassing expendable income. Younger shoppers already have a strapping sense of entitlement about the services and approach they expect from retailers. The good news is, they still like walking into stores. The challenge is making sure your store is on their digital radar and, to do that, you must understand how they operate.
Teen years retool
Shana’s days as a senior at Masterman High School, a magnet school for academically gifted students in Philadelphia, are heavily programmed: advanced placement classes, theater rehearsals, and a whole series of endlessly inventive just-for-fun digital projects she undertakes with her best friends. Shana uses technology for all of it, constantly working, creating and playing on her PC, Fuji Finepix Z1 digital camera, 20 GB iPod and, of course, her mobile phone.