Millennials & Gen Z: How to Succeed

in Reaching Key Consumers at Retail

• CEO of Perch, the leader in interactive retail

displays that detect what products customers
touch

• Founder and CTO of LocalVox, the online

marketing platform to drive in-store sales

• 20-year veteran in technology, startups, enterprise

software and marketing tech

• Investor, Entrepreneur, Advisor, Operator

Trevor Sumner • Native New Yorker, amateur chef, global scuba

diver including Antarctica, avid fisherman (caught
 Why Millennials and Gen Z?

Source: https://knoema.com/infographics/egyydzc/us-population-by-age-and-generation
Source: http://whymillennialsmatter.com/
Source: https://www.web4retail.com/millennials-retail-sales-in-2017/
Source: https://www.youtube.com/watch?v=FuzRQbTlOOk
Millennials are twice as likely to visit stores
as baby boomers and Gen X
Source: NAHFA – Las Vegas Winter Market 2016 – Strategic
Peacock
 Meet Generation Z

Source: https://www.engarde.net/introducing-generation-z/#.XFlULs9KjOQ
 50% teens say they are addicted to their mobile phone

Source: http://time.com/4316348/teens-addicted-smartphones/
Source: KPCB Internet Trends Report 2016
Source: https://retail-assist.co.uk/generation-z-shopping-habits/
So then Gen Z must have killed brick-and-mortar retail…

Source: https://weather.com/travel/news/abandoned-malls-seph-lawless-photos-20140408
Source: http://www.bizreport.com/2017/01/98-of-generation-z-shop-in-store-but-challenges-
ahead-for-re.html
Sells more in store than online
Digital Brands Are Getting Physical
Source: http://www.perell.com/blog/customer-acquisition-pricing-parade
 For Every Company Closing Stores
There Are 2 Companies Opening Them

Note: As of June 2018, Source: Coresight Research

2018
“Physical retail isn’t dead…

Boring retail is.”

Steven Dennis, Forbes

 Moving to the Experience Economy

Source: https://www.mckinsey.com/industries/private-equity-and-principal-investors/our-insights/cashing-in-on-the-us-experience-economy
M U S E U M O F I C E
C R E A M

Ice Cream As
Experience
Over 1 million visitors
400k Instagram followers
180k tagged Instagram posts
W I N K Y L U X

Beauty As
Experience
220k Instagram followers
30k Tagged Instagram posts
A W A Y : T E R M I N A L A

Luggage As
Experience
 The 5 Elements of Remarkable Retail
Experiences

1) Engaging

2) Unique

3) Personalized

4) Surprising

5) Repeatable
 CMOs said they plan to spend 21% to 50% of their
budgets on brand experiences

Source: 2017 Freeman Global Brand Experience Study

I C A N C L I C K O N P R O D U C T S O N L I N E …

Why Can’t I Click On

Products
In Store?
What If Amazon Had No Product Search or
Product Pages?
 What Would Shoppers Be Missing Out On?

Product pictures, pricing, options, Cross-sell, how to videos, special offers Product details, related products and
descriptions and cross-selling videos
Isn’t that physical retail, but even worse?
 Brand
Style The Promotions How Tos Product Care Marketing
Look

Mobile/Email Every product should tell a story Similar

Styles
Signup

Product Celebrities Review Videos

Accessorie s
s
J O M A L O N E

Engaging
Product
Experience
Winner 2016 Clio Award for Best
Visual Merchandizing in Beauty

Link To Project
N E I M A N M A R C U S

Shoe
Exploration

40% sales lift in women’s shoes

45% sales lift in men’s shoes

Link To Project
N E I M A N M A R C U S

Denim
Exploration

Link To Project
K A T E S P A D E

Handbag
Product
Configurator
Double-digit percentage sales lift
Double-digit percentage increase in
items in basket

Link To Project
B O U R J O I S

Virtual
Makeup
Try-on
Augmented Reality Experience

Link To Project
 Solving Real Problems
“How Do I Style This Outfit?”
M E M O M I

Magic Mirror
Try On and
Comparison

Link To Project
“The interesting thing about Amazon and how they’ve addressed obviously one of th
biggest consumer needs, which is solving buying, is that in the process, in some way
they’ve kind of killed shopping,” Emily Weiss, CEO Glossier
How do I justify the costs of in-store digital?
Physical+Digital Drives 5-10x Engagement,
30-80% Sales Lift and 300-2,200% ROI
B E A U T Y - H A N N A F O R D

Skincare
Education
and Influence

Link To Project
 The Customer IS The Channel
Source: https://fitsmallbusiness.com/omnichannel-multichannel-retailing/
Source: http://lanechangeconsulting.com/portfolio/retail-prophet-graphic-recording/
New In-Store Success Measures

Sales lift

Cost per ”click”

Cost per email/mobile CPA

Value of Earned Media

Traffic conversion to website

Free premium space / end caps

Analytics visibility in-store

 What’s the cost of not standing out?

Source: Seth Godin Purple Cow https://www.amazon.com/Purple-Cow-New-Transform-Remarkable/dp/1591843170