The annual retail event – the Internet Retailer Conference & Exhibition (IRCE) – is almost underway. We caught up with dotmailer client and featured speaker, Nicole Gardner, Dormify’s Chief Operating Officer, to talk about her presentation and what retailers can learn about marketing to Millennials and Gen Z shoppers.
Dormify is a US dorm-decor brand offering style-
Tell us about your session at IRCE. How does Dormify reach the digitally native shopper?
To reach the digitally native shopper we no longer think of ourselves as a brand. Our customer base is primarily ages 17-24—we’re not their parents, but rather a trendy older sister. In other words, we strive to be someone they admire. Like an older sister we also want to give great advice. The key to this strategy is making every marketing interaction, including email, feel human, relevant and fun. This session will focus on the best tips for being useful to your customers and keeping them hyper-engaged with your brand.
What are some helpful tips to know about this demographic?
Through our research we’ve learned that the 17 year old shopper is a brand skeptic—they’ll resist overselling and ignore too many of the same things coming into their inbox. We also know that they live and breathe on mobile (42% of our visitors come to the Dormify website from a mobile device), so we are constantly innovating our mobile experiences accordingly.
What are the session takeaways?
To connect with the digitally native shopper consider three things:
- Be useful. Avoid being a marketing engine. You can drive a lot of revenue by providing content, tools and information.
- Be where they are but don’t force it. Social media including Snapchat and Instagram has to tie into the whole marketing matrix. Content for email, social media, website and the offline experience should all tell the same story.
- Be modular, not prescriptive. Give them flexibility and creative freedom where possible. These consumers want to make the experience their own.
Attending IRCE 2017? Come and check out Nicole’s session, Connecting to the Digitally Native Shopper
Wednesday June 07, 2017: 1:15 PM – 1:45 PM
Visit dotmailer and dormify in booth #653 at IRCE. Book a meeting with the team here. We look forward to seeing you there!