Tapcart Blog: How Millennials are Changing Ecommerce

How Millennials are Changing Ecommerce

Master how to effectively engage your most informed customers with these expert Millennial marketing tactics.

Alex Rosas

Alex Rosas

Marketing



12/12/2019

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If you’re not already actively thinking about how to reach and engage with millennials, you’re missing out on an important market for your business. Millennials are defined as being born anywhere from 1980 to 2000. Not only is this group the largest population segment in the U.S., but research shows that it will remain so for decades.
Millennials are your most informed customers. They value flexibility and convenience and are always on-the-go. They conduct their research and trust word-of-mouth marketing over traditional marketing efforts and ultimately convert on mobile as well.
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Here are some expert Millennial marketing tips and Shopify brands that are doing it right!


Brand to Lifestyle

60% of millennials tend to gravitate toward purchases that are an expression of their personality. This means that in order to attract millennials, it’s essential to turn brands into a lifestyle.
Mallet Footwear uses lighting to enhance their product images and create a city skyline to portray a luxury lifestyle.
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Chubbies uses humor and wit throughout their marketing efforts to convey a laid-back lifestyle. They use actual customers as models and share relatable content around the feeling of “Friday at 5”. Chubbies is a great example of a retailer that knows how to use a consistent voice to make their brand approachable to millennials.
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User-Generated Content (UGC)

More than one-third of millennials prefer to wait until someone they trust has tried something. In other words, having UGC is more important than ever. Sharing the creative stage not only builds trust but also means less work for you as your users and fans help to generate content.
Wildflower Cases repurposes UGC taken from Instagram on their website, mobile app and within advertising efforts by rewarding their supporters on social media. They repost shoutouts from micro-influencers and collaborate with influencers to let them be the designers of their own limited edition iPhone case.
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Fashion Nova uses the hashtag #NovaBabe to curate content from their followers. Today, #NovaBabe has collected over 601,000 user-generated photos and videos.

Social Media

Over 88% of individuals aged 18-29 use at least one social media account, making it more important than ever to have a presence online beyond your store. An authentic brand community is crucial to creating a trusted brand so keep in mind that every interaction is a chance to stay connected.
The Ace Family started as a Youtube channel and now has over 15 million subscribers. Along with 20 million combined Instagram followers, they were able to use their influence on social media to top the charts and become the #1 trending app on the Apple App Store.
Stone Cold Fox uses their Instagram to promote new collections to drive traffic to both their physical, online, and mobile store. They enable shoppable content to convert followers into buyers with just a few clicks.
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Influencer Marketing

Along with the majority of millennials having social media accounts, over one-third of millennials follow influencers.
Fanjoy is a marketplace for Youtube influencers to sell their own merch all through one store.
Lahana Swim has collaborations with influencers like Victoria Villarroel (Kylie Jenner’s ex-assistant with a whopping 712k followers).
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Experiential Marketing

Millennials favor experiences as gifts over products. To stay on-trend, offer experiences as a marketing tactic. For example, create a contest where you send one lucky winner to an exotic location. To enter they have to buy your products.
Esther & Co. did this when they launched their mobile app. They offered a 7 day trip to Italy, complete with a new wardrobe by the brand. Shoppers simply had to download the app. They got 10k downloads within the first 3 months and 17% of total sales came through the mobile app within the first month.
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Support a Cause!

91% of millennials would shop from another brand if it meant supporting a cause. Know your audience and think about if there is an added value you can offer them.
This holiday season, Junglow joined forces with the non-profit organization Trees for the Future so that each time a shopper supports Jungalow, they also support this mission and will plant at least two trees with every single order.
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Pura Vida Bracelets is a mission-driven company that supports artisans around the world. They collaborate with over 174 different charities and have donated more than $1.7 million to causes they believe in.
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These millennial-focused trends let brands connect to their customers.

Another trend all of these brands have in common is a mobile app. With global shopping app downloads reaching over 5.4 billion in 2019, demand is clearly strong. Brands need to enhance their mobile experience to better serve all phases of the mobile journey.
To learn more about the benefits of a mobile app and what Tapcart can do for your brand, get in touch with us to speak with a mobile expert.

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