Not every CE retailer is targeting teens and twenty-somethings right now, of course. Jim Newell, director of marketing for the multi-regional chain HH Gregg, says they’ve learned over the years to tailor their sales to females (the home “decision maker”), ages 35-54. “We’re just kind of standing back saying, ‘Well, you just go ahead and grow up, settle down, and we’ll be there for you when you do.’” Newell’s fully aware, though, that an effective message and the types of media used to get that message across will be very different once the Millennials move into their higher-earning thirties and forties.
Where will Chris buy the large-screen TV of his dreams someday? Where will Shana and Megan purchase their D-SLR’s and laptops? Where will each of them pick up their 14th mobile phone? Counts says Millennials will go with the retailers who learn to speak their language using the same tools they use to speak it.
“My advice to retailers? Embrace the reality that is right in front of you and make it work for you in a healthy way. It’s not rocket science, but it calls for a level of awareness and acceptance. That’s what’s necessary.”