VMSD - July 2011 - (Page 56)

co checking out Interview by Whitney Harrod Marcie Merriman Big Red Rooster’s executive vp shares how retailers can keep up with millennials. At VMSD’s International Retail Design Conference in September, you’ll share insight into the shopping habits of millennials. During your research on this generation (18- to 29-year-olds), what most surprised you about their shopping habits? Their frugality. This generation has grown up under the protection of its helicopter parents and is known for entitlement attitudes. I expected that they wouldn’t have much concern or appreciation for price/value, but they turned out to be bargain-shopping masters who make their dollars stretch like no other. What retailers are connecting with this sense of frugality to draw these shoppers into the store? Luxury brand Coach contacts its millennial customers directly by phone for invitation-only shopping events, where they save 25 percent. Fashion retailer Charlotte Russe recently launched shopping happy hours between 4 and 5 p.m. – typically a dead period – where customers receive additional savings. How does store design need to change to meet the needs of millennials? Designs must be easy, hassle-free and completely transparent. Gimmicks will kill you with this group, so everything you do must have a purpose. For millennials who have kids, the perfect mash-up would be one part Target because of the convenience factor; one part Amazon for the personalized recommendations; one part Farmville for the entertainment factor within your social network; and a sprinkle of “Yo Gabba Gabba!” for the ability to entrance youngsters into a fantasy experience. Summer Ready This summer I’ll be: Active in triathlons. The camaraderie, excitement and energy at these events are amazing. I’ll be wearing: Sandals! I’ll be drinking: My year-round favorite, wine, but I’ll move the festivities outdoors. As this generation moves into parenthood, how does that affect the way brands are now positioning themselves? This group is not brand loyal, especially as they become parents. In order to compete, brands must up their game through product innovation, corporate business practices (i.e., green initiatives, philanthropic efforts) and new ways to engage shoppers. The number one way millennial parents told us they wish to engage with brands is via the web – they love Facebook contests. What other elements do millennial parents appreciate in a store environment? Parents of this generation spend a lot of time shopping with their kids. Therefore, they value retailers that make shopping with their kids a better experience. Examples include Gymboree’s TV area and Kroger’s digital screens on shopping carts. As the retail landscape continues to evolve, how has your work changed in the last five years? Understanding the shopper in relation to his or her world is critical. Consumers’ worlds and lives are more and more integrated, and retail success hinges on understanding how influences outside the store drive needs, desires and behaviors within it. Ethnographic and qualitative research that explores consumers’ lives holistically is becoming an increasingly important tool to achieve this understanding. x Visit vmsd.com for an exclusive podcast with Marcie Merriman to learn what she identifies as shoppers’ three biggest needs. 56 July 2011 | vmsd.com http://www.vmsd.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - July 2011

Vmsd - July 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Slam Dunk
Rise and Shine
Seismic Shift
Japanese Lantern
Showroom
Ad Index
Checking Out

VMSD - July 2011

https://www.nxtbook.com/nxtbooks/STMG/vmsd_202010
https://www.nxtbook.com/nxtbooks/STMG/vmsd_202009
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200708
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200506
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200304
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201802
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201801
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201712
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201711
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201710
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201709
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201708
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201707
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201706
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201705
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201704
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201703
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201702
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201701
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201612
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201611
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201610
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201609
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201608
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201607
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201606
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201605
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201604
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201603
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201602
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201601
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201512
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201511
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201510
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201509
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201508
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201507
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201506
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201505
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201504
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201503
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201502
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201501
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201412
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201411
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201410
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201409
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201408
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201407
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201406
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201405
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201404
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201403
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201402
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201401
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201312
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201311
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201310
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201309
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201308
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201307
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201306
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201305
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201304
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201303
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201302
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201301
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201212
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201211
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201210
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201209
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201208
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201207
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201206
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201205
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201204
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201203
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201202
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201201
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201112
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201111
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201110
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201109
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201108
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201107
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201106
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201105
https://www.nxtbookmedia.com