The Future of Retail
I’m an older “Millennial” living in Sioux Falls, SD. Various articles have defined “Millennial” – some claim the generation starts with those born between 1978 – 1980, and some claim as late as 2000. With my 35th birthday right around the corner, my behaviors and viewpoints are on the cusp of a new style of consumer behavior. Retail store owners may find the viewpoint of a member of the Millennial generation – which is larger than the Baby Boomers’ – interesting as they plan for the future.
After years of hard work, my wife and I are blessed to do reasonably well. We live modestly, but we do spend money on necessities, and splurge on the things we enjoy most. The following is a description of two retail experiences I have encountered in the last six months, and some conclusions I have drawn from them.
Bare Necessities
As a newly married couple nearly ten years ago, my wife and I decided to buy an English Mastiff puppy. Monty is getting old and slowing down, but in his prime he weighed as much as 238 pounds. Though shrinking in his old age, he’s still no small dog. As you can imagine, he consumes a decent amount of dog food. For years I have frequented a local pet shop to purchase this dog food. The store is relatively well stocked and generally convenient.
Last month it struck me as I was buying yet another bag of dog food that the staff has never asked me a single question about my dog or showed more than a neutral, disinterested attitude towards my patronage. Why did I buy dog food here? It was simply the most convenient local option.
Later that night I found the same dog food on Amazon, for $12.00 less per bag. Free shipping to my door with Amazon Prime, and if I set up an automatic drop ship there was an additional discount. That’s more convenient. I had no loyalties to the locally owned store, as we never developed a relationship. When a more affordable, pain free option presented itself, I made the jump without remorse.
Worth the Splurge
I stumbled across The Market, a locally owned wine shop and restaurant, four months ago when I needed to buy a decent bottle of wine as a gift. I had been into The Market a couple of times at its previous location, but had never met their incredible sommelier, Franny Gergen, in their new location.
Within 30 seconds of walking into the store Franny approached me and performed a needs analysis on the wine’s intended recipient.
Over the last several months my wife and I have visited The Market for date nights or to celebrate. Franny has encouraged our bourgeoning love of wine that started after a trip to Napa Valley last year. I have come to consider us friends.
Because Franny took the time to nurture our relationship and because of his demonstrated expertise, we have spent a significant amount of money on some incredible wine – and we plan to spend much more at The Market.
Conclusions:
- Millennials are beginning to enter their prime income earning years.
- While there is a willingness to automate routine purchases online (think paper towels, dog food, etc.), Millennials will spend serious money in local retail settings because they enjoy and appreciate an experience or relationship.
- Retail owners should strive to create relationships or experiences, or get out of businesses that are increasingly dominated by Big Boxes or online retailers.