The next generation of consumers are digital natives. This means they have grown up using technology and are savvy with all things computer, Internet, mobile device, etc. This is an important first step in understanding the next generation consumer journey.
Let’s look at the first three steps in the consumer journey and what jewelers can do to create a positive experience in each area.
Step 1: Online research
The first thing a next generation consumer will do when starting their shopping journey is go online and do some research.
Make sure your website and social media pages are up-to-date. When it comes to social media, keep in mind that it’s easy to get swept away collecting social media fans. However, you should focus on connecting with customers and social media fans.
Consider quality over quantity. Forget having 10,000 fans who only followed your page because of a one-time promotion. Focus on the 100 engaged fans who regularly interact with your business. Keep giving them reasons to talk about your amazing products and great service. Let them know that they are important to you and so is their opinion.
Step 2: Ask for recommendations
After the online research is complete, the next step in the customer journey is asking friend networks and seeking opinions of industry influencers. Next generation consumers regularly ask for advice and suggestions on where to shop and what brands to buy. Over 80 percent of consumers believe recommendations from friends and family over all other forms of advertising.
Once they have gathered this information, they will narrow down their choices to two or three stores or brands. That brings us to the next step in the customer journey. The in-store visit.
Step 3: In-store visit
Finally, if all goes well with Steps 1 and 2, their journey will lead to a visit at your store. You’ve won them over online, now it’s time to create a face-to-face experience that gets them talking about you and sharing their experience.
Part of that experience is asking the right questions and listening to feedback. If they leave your store without making a purchase, follow up with them and answer any lingering questions they may have. Encourage them to keep you in mind when they are ready to purchase.
The good news is once the next generation consumer has found a brand they trust, they are exceptionally loyal. And, what do loyal fans do? Refer others (see Step 2)!
Be present in your customer’s journey
Hear from Jeff Fromm, president of FutureCast, a marketing consultancy agency specializing in millennial trends, as he talks about the journey of today’s jewelry consumer and how important it is to provide a unique and exceptional experience. One that is sure to get people talking about your brand.
Here are a few things you can do to make sure you are ready for each step of the customer journey:
Ask for and capture feedback from your customers. This can be done through email, a survey or good old-fashioned face-to-face conversations.
Be accessible. Make it easy for customer to reach out to you whether by social media, phone or email.
Talk and listen to your customers and others in your industry to build relationships and better your business.
Consider a loyalty program. Studies show that both millennials and Gen Z are avid users and appreciate a personalized program that’s easy to use.
