Retailers in Britain need to build more emotional connections with customers as a survey has revealed that retailers in the country do concentrate more on Millennial shoppers over Baby Boomers. More than 1,000 consumers were questioned during a survey conducted by Global loyalty marketing agency, ICLP.
In the report, two in three Baby Boomers (a person born in the years following the Second World War) consumers said that they did not feel valued by their favourite brand and were treated like any other shopper. Just 29 per cent said that they felt appreciated as a regular customer, compared to 48 per cent of millennials.
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“At a challenging time for the high street, many retailers are doubling down on their efforts to lure millennial shoppers into their stores and onto their homepages. This sometimes comes at the expense of Baby Boomers, who tend to be more affluent, but require the same high level of attention that Millennials do to keep them loyal and devoted. It is this demographic which continues to support their local high streets, but are also increasingly tech savvy and spending online – and yet many brands are ignoring them,”said ICLP General Manager Jason De Winne.
The survey also revealed that Baby Boomers would continue to be loyal customers if they were given better reward points. Product consistency, reliability, and better communication from retailers have also emerged as key factors to make them as loyal customers.
