Canadian Retailer - Winter 2015 - 37

ficer for these purchases," says Coletto. "They "They like to co-create products and services.
have a huge influence and this is a new phenomenon. Rarely, in the past, has a child had Invite them to sit at the table and to re-imagine
that big an influence over large household your customer journey, which often starts long
purchases. They always had an influence over
before they come through the retailer's doors
some small purchases such as food at the grocery store, but Millennials of all ages are influ- and ends long after they leave."
encing the tech spending.
- JEFF FROMM, FutureCast
"if you are a telecom company, or a computer
retailer, you need to not only reach out to parents who are going
"They are not a homogenous cohort," explains
to hand over the credit card or write the cheque, but also the Mil- Jeff Fromm, President of FutureCast & Co-author
lennials in the household, who will influence this purchase."
of Marketing To Millennials. "Millennials created
This younger generation is willing to spend some discretion- the participation economy. if you want to market
ary money. Many of them are becoming parents, buying first to Millennials, don't think of them as a target
homes, and moving from post-adolescence into adulthood. if audience, but rather think of them as a consumer
you are a retailer looking to sell anything a parent might need or business partner. They like to co-create products
home furnishings, appliances, even automobiles, this is a gener- and services. invite them to sit at the table and
ation that is moving into that space in larger numbers. However, to re-imagine your customer journey, which often
marketing to Millennials is not easy since these digital natives starts long before they come through the retailare so fragmented.
er's doors and ends long after they leave."
www.retailcouncil.org/cdnretailer

Winter 2015 | caNadIaN RETaIlER

| 37


http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2015

Publisher's Desk
Retail Currents
Retail: At Issue
Steeped in Success
Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Celebrating 50 Years of Relevance and Growth
Frequent Flyers
Marketing to Millennials
CANEX: Extending Support through E-Commerce
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2015 - cover1
Canadian Retailer - Winter 2015 - cover2
Canadian Retailer - Winter 2015 - 3
Canadian Retailer - Winter 2015 - 4
Canadian Retailer - Winter 2015 - 5
Canadian Retailer - Winter 2015 - Publisher's Desk
Canadian Retailer - Winter 2015 - 7
Canadian Retailer - Winter 2015 - Retail Currents
Canadian Retailer - Winter 2015 - 9
Canadian Retailer - Winter 2015 - 10
Canadian Retailer - Winter 2015 - 11
Canadian Retailer - Winter 2015 - Retail: At Issue
Canadian Retailer - Winter 2015 - 13
Canadian Retailer - Winter 2015 - 14
Canadian Retailer - Winter 2015 - 15
Canadian Retailer - Winter 2015 - Steeped in Success
Canadian Retailer - Winter 2015 - 17
Canadian Retailer - Winter 2015 - 18
Canadian Retailer - Winter 2015 - 19
Canadian Retailer - Winter 2015 - 20
Canadian Retailer - Winter 2015 - 21
Canadian Retailer - Winter 2015 - 22
Canadian Retailer - Winter 2015 - Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Canadian Retailer - Winter 2015 - 24
Canadian Retailer - Winter 2015 - 25
Canadian Retailer - Winter 2015 - 26
Canadian Retailer - Winter 2015 - 27
Canadian Retailer - Winter 2015 - Celebrating 50 Years of Relevance and Growth
Canadian Retailer - Winter 2015 - 29
Canadian Retailer - Winter 2015 - 30
Canadian Retailer - Winter 2015 - 31
Canadian Retailer - Winter 2015 - Frequent Flyers
Canadian Retailer - Winter 2015 - 33
Canadian Retailer - Winter 2015 - 34
Canadian Retailer - Winter 2015 - 35
Canadian Retailer - Winter 2015 - Marketing to Millennials
Canadian Retailer - Winter 2015 - 37
Canadian Retailer - Winter 2015 - 38
Canadian Retailer - Winter 2015 - 39
Canadian Retailer - Winter 2015 - CANEX: Extending Support through E-Commerce
Canadian Retailer - Winter 2015 - 41
Canadian Retailer - Winter 2015 - 42
Canadian Retailer - Winter 2015 - 43
Canadian Retailer - Winter 2015 - 44
Canadian Retailer - Winter 2015 - Advertiser's Index
Canadian Retailer - Winter 2015 - Retail Quick Tips
Canadian Retailer - Winter 2015 - cover3
Canadian Retailer - Winter 2015 - cover4
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