Every generation struggles to redefine the previous one with the Charleston, the hippy movement or Mp3s. And, somehow natural product retailers must market to all of them with their different tastes and preferences. An article in Gourmet Retailer by James Mellgren helps retailers tackle this dilemma by offering marketing techniques for each generation.
He noted today’s generation gab seems larger that previous ones because of the speed of the Internet. Fundamental changes in communication have created a generation that is more dissimilar than ever before.
However, retailers must continue to focus on Baby Boomers who control more than half of consumer spending. They are spending those dollars on food, Mellgren wrote. Now that the kids are gone, they are eating better and trading up to higher-end products. Add to this growing health concerns and special dietary needs, and natural product retailers offering low-sodium, reduced portions, easy-to-open packaging and convenience items are poised to do well. To best market to this aging population, Mellgren suggested making sure the store is easy to navigate, has easy-to-read signs, is well lighted, and places items marketed to older people in easy-to-reach places. Making sure employees help carry groceries to the car also helps.
The next younger generation, Generation X, is often ignored, Mellgren noted. Now that they are in their 40s, they are starting to have families of their own, raising households and defining their careers. They spend more money on fashion, home décor and beauty products than their predecessors. Mellgren said Gen X will soon get the attention it deserves from retailers.
Generation Y (aka Millennials) are currently looking for self-actualization, Mellgren wrote. They typically aren’t married yet and aren’t too quick to start families. Many are living with their parents longer and are unemployed. They use 24/7 entertainment, including social networks, and require retailers to adopt these habits. “They want social activities, not just shopping," he said. They are also interested in eco-friendly products and on-the-go consumption. Mellgren recommended retailers market to the Gen Y by getting online with Twitter and Facebook to communicate important events, news, sales, etc. Mellgren predicts this generation will become good customers for specialty retailers, especially if the store can offer a hip and fun atmosphere.
Looking into the future to the next generation means more connectivity and more focus on cell phone use. Mellgren said it’s useful to send not only e-mails, but text messages at well. And, don’t forget the children, he pleaded. He suggested having a “kids spot" in the store with a tasty and healthy treat to help build loyalty.