Research from LoyaltyOne suggested that retailers should consider providing Millennials with a hands-on shopping experience. The market research firm announced that its analysis indicated offering exclusive sessions with a consultant or expert in a field related to potential purchase might motivate the demographic to shop more at a store.
In research conducted in September, 84% of Millennials, defined as those consumers aged 18 to 29, said the chance to redeem rewards/loyalty program points for a session or consultation with a chef or nutritionist would motivate them to shop more with a grocery store. In addition, 79% said a session with a stylist as a loyalty program benefit would entice them to shop more at the clothing store, 77% said a session with a technician or software expert would spur them to shop more at the electronics dealer and 68% said a session with a makeup artist would prompt them to shop more with the cosmetics retailer.
In further pursuing the line of questioning, LoyaltyOne noted that 69% of Millennials said a session with a plumber or electrician would motivate them to shop more with a home improvement or renovation store.
Although Millennials do have a strong attraction to shopping consultation, they aren’t alone, LoyaltyOne related, as 69% of study respondents generally stated that an expert session with a chef or nutritionist would motivate them to shop more with the grocer offering the session. When the study results are broken down by gender, 72% of women said they’d be motivated by the chef or nutritionist session versus 64% of men. In a similar vein, 68% of women said they’d be motivated by a session with a plumber or electrician versus 63% of men. However, 69% of men said they’d be motivated by a session with a technician or software expert versus 67% of women, according to the market research firm.