Millennials are an ever-present topic of conversation among convenience-store retailers and marketers alike. How do we communicate with and engage these consumers? How can we align our offerings with their needs and values?
But it’s easy to see why they’re getting the lion’s share of attention these days: They’re a critically important group for convenience stores. Millennials not only spend more in-store and make more impulsive decisions, but they also look at the world differently and want to be engaged in a completely different way than other generations.
Dr Pepper carefully studied the hobbies and interests of millennial shoppers and identified several key themes, which inspired a new campaign hitting store shelves this summer: “Pick Your Pepper.” This promotion on 20-ounce single-serve bottles features 150 unique labels, encouraging shoppers to choose the label that speaks uniquely to them.
Three of the themes Dr Pepper identified that resonate with millennial shoppers are adventure, escaping reality and being in the know, and by drawing on these themes, convenience stores can generate excitement and drive sales among these consumers.
Adventure Seekers
Millennials are particularly experiential; they believe in tasting all that life has to offer. Exploring the outdoors, traveling, cooking, photography and trying new foods and drinks are all ways millennials indulge their need for adventure.
Convenience stores can cater to this exploratory nature by making their store an adventurous destination. Make the millennial c-store shopper see your store as the place to discover different brands and flavors each visit. Innovative food and beverage offerings are key to appeal to this shopper’s need for adventure. In the “Pick Your Pepper” campaign, every bottle of Dr Pepper is unique, giving the shopper the opportunity to discover a new Dr Pepper each visit. Choosing a label that speaks directly to them and their passions gives the millennial customization through exploration.
Reality Bites
The desire to escape reality centers on relaxing and clearing the mind. Activities such as running, listening to music, drawing and even watching TV shows give millennials an opportunity to decompress and take a break from their responsibilities. At convenience stores, the use of experiential product imagery that emotionally connects with millennials’ desire to gain an emotional lift from their beverage choices will stand out.
Unlike the majority of shoppers, millennials are more likely to be emotionally engaged as they browse the shelves and coolers. Capitalize on this by engaging their senses across the store and speaking to their need for a little respite from the reality of the day.
Fear of Missing Out
The first thing many millennials do in the morning is check their phone. Their need to be and stay in the know via social media, podcasts, blogs, news websites and more is significant. To cater to this need, consider loyalty programs that give members exclusive first notice of different promotions and innovations that they can expect to see within the next week at your store. Offer them special deals and discounts to try the newest offerings and allow them the opportunity to rate the new products on your store app. For millennials, having a voice and looking like you’re in the know is often just as important as being in the know.
They’ve been a notoriously challenging group to figure out, but tailoring the in-store experience to appeal to millennial values and interests can win their engagement and loyalty and deliver results at the register.
This post is sponsored by Keurig Dr Pepper