Online shopping is fine, but in-store shopping can be divine.

December 9, 2019
It’s all about the experience you create – millennials are all about the experience, but shoppers of all ages can be socially engaged. And that’s something they can’t get online.
 
Reports of a retail apocalypse have been greatly exaggerated. E-commerce has not swallowed traditional, brick & mortar retail. But that doesn’t mean you shouldn’t pay attention to the changing demands of today’s customers, most of whom are short on time and overwhelmed by too many choices.
 
Engaging with customers is the key to sales. And taking that a step further, face-to-face engagement, also known as a conversation, can lay the foundation for an exceptional shopping experience that is tailored to the customer’s needs.
 
Does that sound difficult? It doesn’t have to be. Just try to estimate the age of the customer. You only need to be in the ballpark. And with a little bit of extra knowledge, you can initiate a conversation… one that leads to impulse purchases, up-selling and customer loyalty. 
Here’s what you need to know…
 
Gen Z (ages 21 to 24)
 
For Gen Z, in-store shopping represents an opportunity for an authentic experience, an escape from social media. These consumers primarily purchase 6-packs because they are interested in trying new products that put a focus on flavor. Gen Z shoppers seek trendier beverages that are low-ABV, low-calorie or even non-alcoholic. They spend 27% of their beer dollars on American light lagers. Connect with these shoppers by creating an in-store experience focused on unique products. Talk about the latest beverage trends and why they are worth exploring.
 
Millennials (ages 25 to 39)
 
Millennials came of legal drinking age during the craft beer boom, but they’re also founders of the moderation movement. Their focus is on social drinking, whenever the opportunity presents itself. Capture this consumer by promoting variety packs for group occasions and encourage them to create their own 6-pack. While they don’t mind spending money on a product they perceive as “worth it”, cost is a consideration. Be prepared to explain how the price reflects the quality of the liquid.
 
Gen X (ages 40 to 54)
 
Gen Xers purchase a large amount of alcohol. Products with interesting stories, unique ingredients or those that support good causes lead to sales. This group is loyal to their established tastes, but still seek out new brands. Gen X consumers are interested in eye-catching labels and the brand’s story. They can be convinced to try new products if they connect with the company. Ask this consumer what they usually drink and guide them towards new brands within those categories that stand apart from the rest.
 
Baby Boomers (ages 55 to 75)
 
Just because Boomers are the oldest generation doesn’t mean they don’t enjoy alcohol! Boomers are more economically powerful than millennials and they purchase 45% of all beer sold. This generation sticks to brand favorites, but they are open to buying line extensions. Boomers purchase full cases of their trusted go-to products. They are influenced by price though, which can be a more important factor than taste.
 
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