Generation Y, aka the Millennial Generation, aka Generation Next , aka Echo Boomers (with birthdates ranging roughly from 1980 to 2003) are probably the most important age cohort for your business.
These twentysomethings will be outspending baby boomers by 2015. As employees, they can attract and relate to Gen Y customers like no other employee.
During a presentation on Gen Y at the recent Network of Women Leadership Summit, Jayne O'Donnell, USA Today's retail reporter and coauthor of "Gen BuY: How Tweens, Teens and Twentysomethings are Revolutionizing Retail," told attendees these consumers feel greater love of and connection to shopping and brands than older shoppers do, haven't notched back spending as much as their parents have, and greatly influence what their parents and others buy.
They're a forgiving bunch too. In one study cited by O'Donnell, 45 percent of Gen Yers said they were bothered by untrained salespeople, while more than 60 percent of customers over 30 were.
As employees, they have traits that would benefit any c-store operator. According to O'Donnell, they become authentic marketers when they can claim some ownership in products, ideas and advertisements.
But, they hate looking like everyone else. Retailers may want to give them the chance to personalize their work attire, she suggested - -and make the store environment one that's fun to be in. Another suggestion: Empower them to connect with consumers on and off-line.
Even this Baby Boomer would be attracted to that type of retail experience.
-- Barb Grondin Francella
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