Millennials, the largest generation in U.S. history, are slowly but surely shaking off their student debt and enjoying greater purchasing power than ever before. They leverage greater power and influence over shopping trends, currently more so than another other generation. And as the most prevalent generation in the U.S. workforce, the millennial generation is expected to spend more than $10-trillion over their lifetimes.
Importantly, experiences matter to this younger generation. To win the hearts and minds of millennials, here are three ways to design a queuing experience that takes into account recent trends.
1. The “showroom” experience makes a difference.
Consider this: close to 80% of millennials use their phone to compare prices and product options to get the best deal – even while out shopping. And, while online transactions are increasing, stores can master the touchpoints of the shopping experience that are exclusive to an in-person visit to make the trip as enjoyable and productive as possible.
Queue management can be instrumental in enabling customers to enjoy the best part of a shopping experience, such as trying on products or consulting with sales personnel. Virtual queuing to manage sales or service consultations, for example, puts control in the hands of customers and allows them to continue browsing until they receive an alert that it’s their turn to be served. In doing so, businesses can simultaneously drive revenue and keep customers occupied as they wait.
2. They're willing to wait in line for a deal.
While most millennials want to receive service as quickly as possible, there are exceptions to this, particularly where price is involved. Millennials are more price sensitive – and more loyal to good deals than brand names – compared to non-millennials.
Black Friday reinforces the correlation between cost and purchasing behavior and also suggests that there is a relationship between price and the length of time millennials are willing to wait in line. Research shows that 54% of millennials will stay in line on Black Friday – regardless of how long the wait is. This figure is 2.6X that of baby boomers, with only 20.8% of older shoppers willing to wait in a long line.
In response to this connection, businesses can brush up on crowd control and safety measures in anticipation of the big sale days, such as Black Friday and the holiday season. Setups such as stanchions and barriers can play a helpful role in keeping crowds contained and guiding customers to the right queue.
3. Instant gratification matters.
As Aaron Levy, a consultant on millennials in the workplace, puts it, "We live in a world where virtually anything can be taken care of in a matter of minutes, right from a device that's the size of our palm."
In a time of on-demand experiences, where almost any product or service is within reach of our fingertips, how can retailers design a shopping experience worth raving about? It turns out that shopping in-person offers a more enjoyable experience than online transactions, with 71% of millennials revealing that they associate in-person shopping with some of their favorite holiday memories. To create a memorable customer experience, however, the in-store experience needs to be gratifying. When it comes to queuing, this can simply translate into making sure your line is both fast and efficient – without rushing customers. Solutions like call forward queuing help achieve this by reducing lag time between services to enable you to serve more customers in less time.
Is your business doing what it can to attract and win the loyalty of millennial customers? Explore queue management solutions to create an in-store shopping experience that is efficient, personalized, and shareworthy.
