Capturing the millennial buyer
- Among the 50% who research products online before purchasing, chances are good that research is being done on a smartphone—so be sure your website is optimized for mobile (this goes back to the issue of simplicity discussed earlier). Don’t overlook the function of your ecommerce pages, in case they decide to make the leap from research to purchase.
- The social aspect of millennials’ shopping behavior is very important—they are not shy about sharing their opinions and preferences. Additionally, they look to their peers (online and in real life) for opinions, and often shop in groups. Building a presence and interacting with millennials on the social channels they use will help create the sense of authenticity they seek.
- The percentage of millennials shopping online for furniture (including outdoor décor) is higher than the overall figures cited in this chart—closer to 80%, as noted in our e-commerce post from June 2015. Making it easy to buy from you extends beyond your website to the social media channels you use. For example, Pinterest has introduced a “Buy it” button that allows for instant purchase of certain products. Instagram has developed similar buttons to facilitate shopping and other instant actions.