It’s no secret that marketers who want to succeed with Millennials need a smart omnichannel strategy. Among those looking to use new services as a differentiator, could delivery speed and adding transparency to your supply chain be a way to help boost sales among this coveted, hyper-connected group of customers?
According to the recent Annalect study “#Generation Tech: Millennials and Technology,” more than half of Millennials (52%) ranked a brand’s use of technology as even more important than brand name. See a report on the study on The Wall Street Journal’s CMO TODAY newsletter here.
Technology provides Millennials an equalizer and a more personalized and fuller media experience. A brand’s use of technology is also a key part of forging strong relationships with Millennials and developing that relationship on mobile devices is more important than ever, according to the study.
Even though the interaction on mobile devices is important, brands need more than just a strong mobile app—they need to provide customers with a strong experience across all devices and interactions. Customers are demanding value-added services that include a good mobile app, mobile website, online and in-store offerings.
Increasingly, customers are looking to technology to provide a more transparent, democratic and customized process in retail. They want information and flexibility throughout the entire shopping process, including up-to-date shipping information, locker access or other points where they can pick up packages at their convenience, and services like same-day delivery provided at a low price point.
To that end, the big shipping companies and large retailers are offering app-based and mobile Web offerings that allow users to be better informed and provide more personalized experiences. E-commerce giants like Amazon, have already jumped on the bandwagon opening warehouses in key urban centers, to facilitate same-day delivery —and doing it at a price point far lower than the premium rates usually offered for overnight delivery.
Start-ups are also getting in on the game. Deliv, a start-up that provides same-day delivery service to customers in select markets, charges customers within a certain radius $5 to receive same-day delivery of goods they either ordered online or bought in store. Same-day delivery costs Amazon Prime customers $1.99 per item where it’s available.
So how do marketers stand apart in this fast-paced world? Brands looking for an edge need to focus on mobile, with Millennials ranking a good mobile app as more important than a brand’s social media presence.
They should also look for new ways to set their brands apart and keep in mind Millennials’ demands for technology, transparency, speed and flexibility. When done just right, marketers will start to see their customers coming back time and time again.