STORES Magazine - January 2018 - 34

n

INNOVATION

analysis," he says. "Tripl's personalization
technology is unique and individual in its
approach, putting us one step closer toward
bringing each traveler into their ideal hotel."
Trivago offered access to more than 1.8 million
hotels in more than 190 countries as of last summer,
and can be accessed globally through 55 localized
websites and apps in 33 languages. - F.S.
MARKETING TO MILLENNIALS: FOCUS ON
CHANGING THE WORLD
If it seems a lot of these steal-worthy ideas are
focused on Millennial trends, it's for good reason.
According to spending data from Bank of America
Merrill Lynch, Millennials spend more of their
income on electronics, hobbies and clothing than
any other demographic group - but marketers
must adapt to reach them.
Bobby Jones, chief marketing officer at Peace
First, and Afdhel Aziz, marketing strategist and
speaker, provide a road map in their new book,
"Good Is the New Cool."
"Media-savvy Millennials, and their younger
Gen Z counterparts, no longer trust advertising,
and they demand increased social responsibility
from their brands - while still insisting on
cutting-edge products with on-trend design," the
authors says. "As always, brands need to be cool -
but now they need to be good, too."

34

STORES January 2018

Focusing on Millennials as citizens - not
consumers - will help, and taking a stand on
social issues will resonate with this group.
The book includes interviews from
next-generation marketers, social entrepreneurs
and brand leaders like Zappos and The Honest
Company as well those who work with trendsetting
artists like Lady Gaga and Pharrell.
"We wrote this book because we were at the
point of becoming jaded and disillusioned with
marketing; we wanted to find a way to marry our
knowledge and experience of working with brands
and pop culture, with our desire to help companies
succeed by 'making money by doing more good,'"
the authors says. - S.S.
TEACH MILLENNIALS AND WIN
Another thought about Millennials - and a
significant one at that.
The biggest single age cohort in the country
- all 4.8 million of them - is 26 years old. The
challenge is that 26, and the ages slightly older and
younger, don't look a whole lot like they used to.
Along with the generation's much-recounted
"delayed adulthood," it appears there's been
some delayed development of basic skills as well,
and a wave of companies want to be resources of
information instead of just sources for products.
Brands including The Home Depot, Procter &
Gamble, West Elm and Sherwin-Williams are
offering classes and online tutorials to teach such
skills as using a tape measure, mopping floors and
mowing lawns.
It would be worth giving some thought to what
else Millennials might not know how to do - and
how to incorporate those learnings into company
offerings in a non-condescending way.
No doubt this is how meal kit delivery
became a $2.2 billion and growing industry, as
Chicago-based food industry consulting firm
Pentallect reported in 2017. But even there, it
wasn't supermarkets or food retailers that invented
that trend.
Savvy retailers who identify and act on the
need can be the winners. Consider the Scotts
Miracle-Gro Company, which offers gardening
lessons for young homeowners that cover basic tips
- like making sure plants receive sunlight.
"These are simple things we wouldn't have really
thought to do or needed to do 15 to 20 years ago,"
Jim King, senior vice president of corporate affairs
for Scotts, told the Wall Street Journal. "But this is
a group who may not have grown up putting their
hands in the dirt growing their vegetable garden in
mom and dad's backyard." - F.S.
STORES.ORG


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - January 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
Retail People
Disruption Is the New Normal in Retail
20 Ideas Worth Stealing
Drug Store Cowboy
C2W
TECHNOLOGY
WORKFORCE MANAGEMENT
OMNICHANNEL
AI
MARKETING
FINANCE
BUSINESS OPERATIONS
STARTUP SPOTLIGHT
SECURITY
HUMAN RESOURCES
POV
Communities
End Cap
STORES Magazine - January 2018 - intro
STORES Magazine - January 2018 - cover1
STORES Magazine - January 2018 - cover2
STORES Magazine - January 2018 - 3
STORES Magazine - January 2018 - 4
STORES Magazine - January 2018 - 5
STORES Magazine - January 2018 - Editor’s Page
STORES Magazine - January 2018 - 7
STORES Magazine - January 2018 - President’s Page
STORES Magazine - January 2018 - 9
STORES Magazine - January 2018 - 10
STORES Magazine - January 2018 - 11
STORES Magazine - January 2018 - Retail Politics
STORES Magazine - January 2018 - NRF News
STORES Magazine - January 2018 - TRENDS
STORES Magazine - January 2018 - 15
STORES Magazine - January 2018 - 16
STORES Magazine - January 2018 - 17
STORES Magazine - January 2018 - 18
STORES Magazine - January 2018 - 19
STORES Magazine - January 2018 - Retail People
STORES Magazine - January 2018 - 21
STORES Magazine - January 2018 - Disruption Is the New Normal in Retail
STORES Magazine - January 2018 - 23
STORES Magazine - January 2018 - 24
STORES Magazine - January 2018 - 25
STORES Magazine - January 2018 - 20 Ideas Worth Stealing
STORES Magazine - January 2018 - 27
STORES Magazine - January 2018 - 28
STORES Magazine - January 2018 - 29
STORES Magazine - January 2018 - 30
STORES Magazine - January 2018 - 31
STORES Magazine - January 2018 - 32
STORES Magazine - January 2018 - 33
STORES Magazine - January 2018 - 34
STORES Magazine - January 2018 - 35
STORES Magazine - January 2018 - Drug Store Cowboy
STORES Magazine - January 2018 - 37
STORES Magazine - January 2018 - 38
STORES Magazine - January 2018 - 39
STORES Magazine - January 2018 - C2W
STORES Magazine - January 2018 - TECHNOLOGY
STORES Magazine - January 2018 - 42
STORES Magazine - January 2018 - 43
STORES Magazine - January 2018 - WORKFORCE MANAGEMENT
STORES Magazine - January 2018 - 45
STORES Magazine - January 2018 - OMNICHANNEL
STORES Magazine - January 2018 - 47
STORES Magazine - January 2018 - AI
STORES Magazine - January 2018 - 49
STORES Magazine - January 2018 - MARKETING
STORES Magazine - January 2018 - 51
STORES Magazine - January 2018 - FINANCE
STORES Magazine - January 2018 - 53
STORES Magazine - January 2018 - BUSINESS OPERATIONS
STORES Magazine - January 2018 - 55
STORES Magazine - January 2018 - STARTUP SPOTLIGHT
STORES Magazine - January 2018 - 57
STORES Magazine - January 2018 - SECURITY
STORES Magazine - January 2018 - 59
STORES Magazine - January 2018 - 60
STORES Magazine - January 2018 - HUMAN RESOURCES
STORES Magazine - January 2018 - 62
STORES Magazine - January 2018 - 63
STORES Magazine - January 2018 - POV
STORES Magazine - January 2018 - Communities
STORES Magazine - January 2018 - End Cap
STORES Magazine - January 2018 - cover3
STORES Magazine - January 2018 - cover4
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