Millennials like in-store expertise

20 October 2014

CINCINNATI: The great majority of US millennials would welcome the opportunity to take part in loyalty programs that offer in-store sessions with a consultant or specialist, a new survey has revealed.

LoyaltyOne, the Ohio-based loyalty program consultancy, polled 1,034 young US adults aged 18-29 about how they would respond to such offers across a range of sectors.

The grocery sector stood out with 84% of respondents saying they would be likely to shop more often with a grocery retailer that offered a session with a nutritionist or chef as part of their rewards or loyalty program.

Close behind, almost four-in-five (79%) said they would be tempted to shop more at a clothing store that offered a loyalty program allowing a session with a stylist.

A similar move by an electronics store offering a session with a technician or software expert would entice 77% of the survey respondents, the survey found.

And 69% would welcome tuition from a plumber or other tradesman if offered the chance by a home improvement store. Meanwhile, 68% would be inclined to shop more at a cosmetics retailer if offered a session with a makeup artist.

"Marketing to millennials successfully will depend on how well retailers meet their unique needs," said Fred Thompson, retail practice leader at LoyaltyOne.

"Offering sessions with a consultant or expert in the field helps to develop a meaningful relationship between the retailer and shopper, which leads to increased engagement, loyalty and, ultimately, profitability," he added.

Data sourced from LoyaltyOne; additional content by Warc staff