Inside the Millennial Mind
By Micah Cheek
The way to be most helpful to the Millennial consumer is to put yourself in their shoes. Millennial buyers are rushed, impatient and focused on creative expression. With an increasing interest in home cooking, this group is also under pressure to prepare more advanced dishes that they might not have the skill set for. Selling to Millennials means getting an understanding of that mindset and how to serve it.
Marketing to the Millennial audience presents its own specific set of problems. According to Kit Yarrow, Professor of Psychology and Marketing and author of “Decoding The New Consumer Mind,” Millennials are looking for cooking methods that are as instant as their communication styles. “They want quick fixes and have solutions quickly. It’s not because they’re defective, we’re all becoming like this,” says Yarrow. “When they get tools that will help them, or kits, they’re not trying to cut corners: they’re trying to decrease anxiety and [have] more fun.” While Millennials are increasingly enthusiastic about food and cooking, their focus is more on creative expression, says Yarrow. “They love the outcome; they love great food – they want that. The desire is there, the creativity is there, but they want you to take them halfway. They want to be assured that everything is going to be okay,” she adds. “They sort of want a sous chef; they want someone to take them partway there and do the boring stuff so they can do the magic.”
Fulfilling this need can often come down to the language used. When these customers hear an assurance of quality or ease of use, it reduces the nervousness they have about trying something new or difficult. ”Keep in mind that the objective is to reduce anxiety. Then they gravitate to products that say, ‘This is foolproof. You create the masterpiece,’” says Yarrow. “You can reframe that in a way that people hear that and feel understood…. ‘This will take the worry out. You can be assured that this will perform. You don’t have to wait to express your mastery with mundane busy work.’ Not judgmental, but really understanding.”
One thing that is easy to forget is that kitchenware customers often come into the store looking for new experiences, says Bob Phibbs, CEO of The Retail Doctor, a retail consultancy based in New York. “If I’m looking for my grapefruit peeler, I can do that online,” says Phibbs. “You have to remember nobody needs what they [buy] – they want it. You’re sparking their imagination and making them feel confident. You’re giving them hope that they can do it. Your job is to make it fun.”
The best way to tap in to that excitement is to actively engage. “You can look at a Williams-Sonoma – it’s beautiful, but all they ask you is if you’re on their mailing list,” says Phibbs. “Have a dialogue; you’re supposed to have fun cooking, for goodness sakes.”
For many consumers, especially Millennials, a mutual understanding of their limited time or skill is helpful, rather than insulting. “If you’re honest, they appreciate it and respect that. When consumers feel like you know them and understand them, even if your understanding could be perceived as negative, they feel that you’re addressing that need. They love that,” says Yarrow.
“You’re a trusted cooking advisor, you’re not just selling a gadget,” Phibbs adds. “The woman or guy that comes into your store, finding a place to park, walking past your competitors, opening the door – you’ve got to respect that. Why is she there? If you start with that, you’ll have a lot more fun asking her what she wants.”
