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How to get young people to open their wallets

Knock, knock, knock ...
Excuse me, but what's all this about Internet threatening the physical trade?
There is no threat – but changes. And the changes are coming thick and fast!

My daughter Frida is 15 years old. She wants to ...
• ... visit certain stores - clothing and shoe shops in particular - but everything else can be bought online.
• ... compare prices and services better and that is what she does - online.
•  ... can get a completely different relationship with the company online because she is 15 years old and is happy to communicate via email.
• ... shop and not stand in line. She doesn't have to when shopping online.
• ... be treated as an adult customer and not as a 15 year old. Online she gets treated like an adult.
•  ... get all the facts about the products immediately. Sometimes she knows more about products than the staff in some physical stores because she can often get more facts online than in the physical store.

But ...

The strange thing is that she doesn't seem to appreciate the personalized service as much as I (41 years old) do. And the truth is that she is not a consumer of the future - she is already here now.

She really has only one problem – online it's not possible to physically touch the goods she's interested in buying. She and her friends have solved this by first going to a store and looking at the products, then returning home and buying the stuff online from the store that offers the best deal. Sure, you get angry. Sure, it's unfair. But that's how the new generation of consumers operate.
And how do you solve this problem in the future for a generation that doesn't see the Internet as something amazing, but as something that has always existed?

The solution is quite simple – if you can't beat them – join them! You have to become an opportunist, of course. You launch an online store in addition to your physical store. In the physical store you then create relationships that will continue online. That's the way – and that's the only way – to create a life-long relationship with young consumer's purses.
It's really not that hard.






About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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"The 5 minute marketer" - the book
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