Millennials. You know a few of them I’m sure. Maybe you are a millennial. Millennials grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attention. And so that being said, you’d assume that they want to be marketed to digitally. Not necessarily.
Millennials are savvy young shoppers using a variety of channels to find the best bang for their buck. Not surprising, they lead the way in using paperless discounts more than any other generation. But what every marketer should consider is that a third of millennial coupon users reported increasing their paper coupon usage this year over the prior one. Yes, they still like paper!
There is proof that millennials do actually like mailed coupons and direct mail with a strong call to action. They pay attention to the direct mail envelopes and postcards that have special offers for businesses that have localized search online and who offer codes for online discounts.
There is a good reason why paper couponing has staying power. Forrester Consulting research concludes that “even in today’s digital world, consumers still use paper coupons at a surprisingly high rate, likely because most digital options do not provide a seamless customer experience.” Coupons, i.e. paper, are tactile and easy to use. In this upside-down world of couponing, digital is actually more difficult than paper. If you send them direct mail, the chances of a millennial responding are higher than if you simply send something digital.
Of course coupons and direct mail help drive sales, but if you want to create brand loyalty, delivering a frictionless money-saving experience will ultimately create long-term customer loyalty. Who doesn’t want loyalty?
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