Advertising personalization must reach all generations of consumers

Advertising personalization must reach all generations of consumers

There is a shift happening right now in how consumers behave when it comes to retail shopping. Technology has helped millennials transform the purchasing journey from the analog experience shared by Generation X members and Baby Boomers alike to the real-time, instant buying power used by millennials.

And now thanks to the Internet of Things, millennials’ expectations are changing. They want to buy, but their commitment to buy and even their preferred shopping method varies based on the advertising used to attract them.

For example, Marketing Land explains millennials don’t concern themselves with checkout wait times, inventory availability and easy return policies at retailers when compared to older shoppers. Younger consumers look for ways to bypass the brick-and-mortar shopping experience. The aforementioned article details a Euclid study of 1,500 U.S. consumers, 47 percent of those surveyed whom identify as a millennial buy online, then pick up at the store.

While this new generation of shoppers trends toward shortcuts in the buyer journey, they’re also looking for knowledge about products they want to own through a social dialogue. The Euclid survey found that most millennials rely on Facebook and email marketing to communicate with brands, but they keep influenced to buy by interacting with knowledgeable sales staff in the store.

Because the information retrieved through tech or socializing can push them to buy and buy often, younger generations are quickly becoming the largest general customer base. But businesses, marketers and ad agencies can’t forget about Gen Xers and Baby Boomers anytime soon. They must find the right balance in establishing a traditional shopping experience and a digital journey rooted in personalization.