Creative Shop Talk Podcast Episode 176 | Retail Marketing for Gen Z to Boomers
With Retail Coach Wendy Batten
We all know that differences exist across generations, but have you given any thought to how those differences could impact your marketing? Today on the podcast we are going to dive into just that: generational differences among our customers and how we can market differently to ensure we are serving all of our customers without leaving money on the table.
This question came up in my Level Up Mastermind retail group recently and as a group we did some digging. Today I’m sharing some research and findings with you all. If you are interested in learning more about the group, you can check out my website here.
How to Market to Different Generations
Here are some notes about each generation: where they are in life, what they respond to, what they are looking for, etc.
- Gen Z – (ages 12-26 currently) – Gen Z spans a wide age range, but the older bunch is at the age where they are getting their first apartment, buying their first home, getting married, etc. They will tell you that they have a short attention span. This group (more than others) responds to short form video (TikTok)
- Millennials – (ages 27-42 currently) – Millennials have a busy lifestyle. They are often parents of young children. A few things that characterize their shopping experience are frictionless buying, connection to community, loyalty to brands they love, driven by peers (reviews). Surprisingly, Millennials are still listening to the radio. They love curbside pickup and Instagram buying – anything that makes life easier.
- Gen X – (ages 43-58 currently) – Gen X shares characteristics of both Millennials and Boomers. They are totally loyal to brands they love and expect great customer service. Traditional marketing typically still works amongst Gen X (value added, coupons, discounts etc.) They are a very nostalgic bunch and often purchase from Facebook ads.
- Boomers – (ages 59-75 currently) – Surprisingly, Boomers are the best at opening emails. They are very brand loyal and not motivated by FOMO, meaning last minute or exclusive deals won’t speak to them. Boomers love online ordering and still purchase gift certificates.
How to Make Sure You are Serving Multiple Generations
Some follow-up questions to think about as you listen:
- Who in your community does your shop serve?
- Who do you want to serve?
- Who actually lives in your community?
- Who is buying for whom and how does that affect your marketing?
- What can you offer in your shop that crosses multiple generations?
- If you serve a specific generation, what can you do to serve the generation coming up behind them?
Be sure to stay open and curious about your marketing strategy and how you can market your business across generations. For example, if your ideal customers are primarily Gen Z, how are you reaching Boomers when they are looking to purchase gifts for this younger generation?
Related podcasts we think you’d like:
Episode 31: 7 Tactics to Attract Foot Traffic to Your Brick and Mortar
Episode 79: Your Competitive Advantage Over Amazon
Episode 82: 5 Steps to Simplify Your Content Planning
Episode 101: Making Email Marketing Fun with Kate Doster
About Your Host, Wendy Batten:
In case we haven’t met yet, I’m Wendy, a small business coach and founder of The Retailer’s Inner Circle, where I help other independent shop owners learn how to gain the right business skillsets to see more profits, paychecks, and joy as they navigate running their retail business.
Through online classes, business coaching programs, speaking, and a top-ranked podcast, I’ve helped hundreds of retailers around the globe reclaim their dream and see the success they want from their beautiful shops. My signature private coaching community, The Retailer’s Inner Circle, has helped retailers around the world build their retail business skill sets and confidence.
I am proud to have been featured in several major publications, including my own business column in What Women Create magazine. I have been privileged to be a guest on top-ranked podcasts and sought-after as a guest speaker and teacher for several brands, associations, and communities that are passionate about the success of independent retailers.
When I’m not coaching, you will find me either DIYing and renovating my very imperfect old crooked cottage by the sea in the UNESCO World Heritage town of Lunenburg, NS, or blogging about our travel and RVing adventures and the weird fun things we get up to in our coastal village. I’d love to invite you to check out one of my free resources for real retailers at https://wendybatten.com/free-resources/
For more support from Wendy:
All of Wendy’s programs and services for shop owners can be found HERE.
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