understanding the millennial shopper · 2017-05-18 · understanding the millennial shopper val...

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© HIM Ltd 2017. All rights reserved

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UNDERSTANDING THE MILLENNIAL SHOPPER

Val Kirillovs – New Business Director – HIM

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© HIM Ltd 2017. All rights reserved© him! Ltd 2016. All rights reserved


WHO ARE HIM!?

We are shopper experts and have been for the last 50 years

Speak to over 30,000 shoppers

face to face every year

Covering all retail/wholesale

channels in depth

We work with most major FMCG

suppliers, retailers and wholesalers

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CONTENTS

• The importance of millennials

• What makes them stand out

• How are they behaving in store

• Catering to millennials in store

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THE IMPORTANCE OF MILLENNIALS

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A UNIQUE GENERATION

1980-2000

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WHY ARE THEY IMPORTANT?

CHALLENGING & UNPREDICTABLE

OPINIONS THAT MATTER

HUGE OPPORTUNITY

21% of populationBehave very differently to the rest of the population

Connected digitally and share their opinion.

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MILLENNIALS VALUE EXPERIENCES

MORE DISPOSABLE INCOME

EXPERIENCES OVER THINGS

DIGITALLY SAVVY

DEDICATED TO HEALTH

https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjtnNjmxuLTAhXDVhoKHT2SDDoQjRwIBw&url=http://www.telegraph.co.uk/finance/economics/8441607/UK-disposable-income-falls-to-lowest-since-1921.html&psig=AFQjCNELw4ujo0VY4r68yOn-rnI9AvpFPg&ust=1494410330176093

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WHAT MAKES THEM STAND OUT?

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HEALTH IS A DAILY COMMITMENT

• Millennials have a daily commitment to eat smarter/healthier, exercise more, smoke and drink less• Health awareness has never been higher (1 in 7 now members of a gym, growing rate of 5%• Monitoring of health using health & fitness apps e.g. Nike+ Training Club, ShopWell, MyFitnessPal etc.• Increasing range in what it means to ‘be healthy’, particularly across life stages- healthy is often about

balanced lifestyle for younger shoppers- enjoy indulgences as well as eating healthily

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EXPECT RETAILERS & SUPPLIERS TO HELP MANAGE HEALTH

Yes – diagnosed by a qualified doctor

Yes – self diagnosed

Do you have any of the following food intolerances?

WHEAT GLUTEN EGGSDAIRY5% 4% 4% 5% 5% 5% 3% 4%

Source: him! omni-channel barometer

https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjfnsHS9OLTAhWEuBoKHTmuBDoQjRwIBw&url=https://www.walgreens.com/store/c/naked-superfood-green-machine-100-juice-smoothie/ID%3Dprod6020203-product&psig=AFQjCNGAlCIwqLwPg2tU6RcYW0KklYRGog&ust=1494422731517866

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GEO-CONSCIOUS SHOPPERS

However 53%have noticed no effort from their usual store

regarding food waste.

59%shoppers would like their local store to help them

reduce food waste.

82% of shoppers consider themselves environmentally friendly

Source: him! Online survey

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MILLENNIALS PLACE TRUST IN PURPOSEFUL BRANDS

87% of shoppers are interested in buying more ethical products

Prices that have nothing to hide

Part of the community –“Opening Doors”

Part of the community

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ONE SWIPE GENERATION"I often order my takeaway on the train home so it's ready for when I

walk through the door“. Millennials focus group

"I follow food bloggers on Instagram and it gives me tips about where to

go for food and what to eat“16-24 focus group

The Switch, a button that automatically switches on the TV,

launches Netflix, silences the phones, dims the lights and can

even order takeout!

Swipe on Tinder

No queue when at Starbucks

Tap oyster card using smartphone

Nike Reveals Auto-Lacing Shoes

Mastercard pay-by-selfie and pay-by-fingerprint

(Canada, US & UK)

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MORE DATA IN LESS TIME

*Source- CTP UK 2015

75% of UK c-store shoppers want to get in & out quickly*- short window period to collect valuable information

• Millennials live their lives through technology, value customer service and aesthetics when shopping, but price will remain an important consideration.

• Collecting data on millennials enables more customisation in store, ability to target shoppers more effectively based on interests and tastes

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HOW ARE THEY BEHAVING IN STORE?

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MILLENNIALS OVER-INDEX IN CONVENIENCE AND ONLINE

Source: him! Omni-channel barometer Jan 2017)

85% shop in convenience stores(vs 77% study average)

46% shop online(vs 35% study average)

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HIGH IN STORE EXPERIENCE STANDARDS

What is MOST important to this shopper?

1. Availability

2. Cleanliness of Store

3. Ease of Shop

If it’s dark and dingy I won’t buy fresh from there. I’d maybe go in

and buy branded products.

him! Millennial Focus Group

Source: him! CTP 2016

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MILLENNIALS DEMAND AN INTEGRATED EXPERIENCE ONLINE

• COMPARE ratings, prices &

feedback before purchase

• DEMAND integration across

channels

• EXPECT personalised

promotions online

https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj0nrKYiuXTAhVIiRoKHXVoCscQjRwIBw&url=http://www.telegraph.co.uk/technology/connecting-britain/why-online-shopping-is-better-than-in-store/&psig=AFQjCNF5SK-7stMNIfxQO511hfymxODJKA&ust=1494497145564045

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CATERING TO MILLENNIALS IN STORE

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ULTRA PERSONALISATION FOR INDIVIDUAL NEEDS

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CATERING FOR FOOD TO GO & TOP UP MISSIONS

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ETHICAL SHOPPING

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FAST FOOD ORDERING HAS NEVER BEEN EASIER

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For more information please contact:[email protected] 804 488www.him.uk.com

mailto:[email protected]

http://www.him.uk.com/

understanding the millennial shopper · 2017-05-18 · understanding the millennial shopper val...

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