Online sources provide information, reviews, specs, side-by-side comparisons, and more. But what’s inherently missing (at least in the foreseeable future) is the touch and smell factor that millennials so value when making a purchasing decision. Shopping is an integrated experienced, so it’s important that you are consistent at all consumer touchpoints.
 

• Have great customer service both online and in-store. Millennials engage in conversation in the store, and then often report either a good or bad experience online. Customer service, therefore, is a valuable investment that demands transparency to attain sustainability.

• Be open and friendly to online coupons and promotions. Online promotions will entice people to enter the store, but if they need a printed version to redeem the coupon they will likely walk out just as quickly as they walked in.

• Purchasing a product to millennials means investing in a brand. Your messaging and tone should be consistent in-store and online. Millennials are great at researching brands and products, and they seek consistency because that is a sign of reliability, transparency, and trust.

• Customer experience is just as important as the product that you are selling. A great product will sit on the shelves if consumers aren’t naturally propelled to the brand or product because of a poor experience or because of hearing about a bad experience. It goes the other way, too. With online reviews and the importance of getting other opinions before a purchase, customers may have a great experience dealing with the sales team, but knowing that the product is inferior, they likely won’t buy. Takeaway: Invest in both customer experience and the product. Customer experience is more than just the customer service or help; it also is the feeling evoked throughout the entire sales cycle.

 
Don’t discount your storefront. Simultaneously investing in a strategy that integrates new online strategies to current storefronts can enhance your brand and your customers’ experiences for the long-term.