According to Mindpower’s Kallay, “experience” is the key word. “Engage all their senses. Craft an experience. The Millennials will reward you if you give them a rewarding experience. They’ll post it on their blogs. They’ll create a community for it.” Kallay points to Apple stores as another successful company making young shoppers feel welcome, giving them opportunities to “test drive” CE products first hand.
Marketers often speak of the “third place” when speaking about the youth demographic. The are referring to creating an environment apart from home and school/work where Millennials can come hang out (with their technology in tow). Starbucks mastered this early.
Manhattan CE retailer J&R has been working on this concept lately as well, inviting young shoppers to come in and play Xbox 360 games and staging events for young consumers almost daily, once even shutting down the street next to the store for a Green Day concert. Store spokesperson Abe Brown says, “We have young people in groves. Everything is hands on. We make it a very fun place. And our salespeople won’t come up and rush you. It’s very non rushed.”