Canadian Retailer - Winter 2015 - 39

top tips to market to millennials
Be unique
millennials want different
products, with different
stories and want to
access these products
in different ways.
differentiating yourself
will appeal to their sense
of uniqueness.

They are not a homogenous group
it's much more difficult
to reach this group of
consumers because they do
not adhere to one particular
media for information.
They will seek it out using
multiple forms of media.

Offer them targeted perks
They want personalization
and customization at all
touch-points, and they
want to feel as though
you're reaching out to
them, individually.

with this, you will see more personalization and customization."
Retailers also have to create uniqueness. "That becomes challenging in most product categories," Fromm says. "This forces
business professionals to think deeper into what they can do
to drive business with a generation that won't accept the same
products, with the same price and the same delivery that the previous generation accepted.
"This doesn't require a huge investment," Fromm adds. "it's a
re-imagination. Retailers need to walk away from the equity in
their old systems and re-imagine what is possible. The upside
is great if you get it right. Companies need to be more nimble.
in the old days brands relied on traditional advertising to target their audiences. Today, brands who want to target Millennials need to be a partner with a two-way dialogue and co-create

Hit them with content
that inspires and informs
make them an advocate
of your brand by
delivering to them the
products, services and
stories that appeal to
their ideals and lifestyles.

Let them participate
They are co-creators
and want to take
part and help shape
your retail journey.

something together that is more personalized,
more complicated and less linear."
Rather than looking just at price, Millennials
look at other factors such as what kind of technology helps or enables their experience with
your product or service and how convenient
you make this experience for them.
Fromm believes social media is one way to
get the content, but it's not the panacea.
"Content that engages the heart while inspiring and informing them is crucial," he says.
"The best brands have more advocates consuming their content. This is an area with exponential growth."

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Winter 2015 | caNadIaN RETaIlER

| 39


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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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