The ideal retail experience for college students is changing and is no longer a giant superstore full of endless product options. College students value simplicity, quality and authenticity, according to the 10 Trends Millennial Retail report from Kelton. Here are four shopping trends popular with college students and how your business can take advantage of them.
- Focus on quality, not price
Less is more for college students, as many are rejecting mass consumption and the waste it brings about. Instead, they are focusing on purchasing fewer but higher-quality products. The essential products they use every day are justified spending more on – as they can hold up against the wear and tear of daily use.
Your brand can: Introduce higher-quality product that have a higher price tag, but last longer. Emphasize quality and durability in marketing and signage as it is what will attract them. Encourage the reuse of products by offering trade-ins, discounts for bringing in old items or donating old items to charity.
- The Snapchat effect
College students are used to short-lived content, such as Snapchat stories that are only live for 24 hours. They expect brands to keep up by constantly providing new offers and fresh content.
Your brand can: Try adding a pop-up store separate from your main location. Create Snapchat filters on campus about your product or sponsored by your brand. Nearby shopping centers adjacent to college campuses receives a lot of foot traffic – so bring life to marketing campaigns by having a multi-platform campaign of digital billboards, social media coverage and online advertisements.
- The push to purchase local
College students aren’t afraid to show love for local, independent businesses. The more your brand can emphasize your ties to the local community students’ care about, the better.
Your brand can: Get involved in the campus community by hosting local events. Highlight local suppliers or locally made products you sell. Hold in-store events specifically for the college community and offer a special discount.
- Frictionless purchasing
More than any other generation, college students have the expectation of a seamless shopping experience. They want to pay quickly and use their smartphones for coupons, discounts and other information.
Your brand can: Update your point-of-sale systems to accept digital wallet payments, such as Apple Pay. Make sure your loyalty program is also digital so there is no need for students’ to rummage through their bags for plastic loyalty cares. Have tablets and smartphones available to accept payments anywhere in-store.
