Attracting and retaining the new generation of consumers can be daunting for small business owners. It can be difficult to grab their attention and keep them returning to do business for years to come.
To attract and retain the new generation of customers, small business owners must carefully create messaging that connects with these consumers. Furthermore, business owners must ensure their organization operates in a way representative of the messaging that they are putting out. Therefore, it is more important than ever for small business owners to ensure their words and actions align. If they do, the new generation of consumers is sure to notice.
Here are six ways for small business owners to attract and retain the new generation:
1. Leverage bold advertising.
One of the easiest ways for small business owners to attract new consumers is by employing eye-catching advertising. Young consumers are more likely to be attracted to a brand that takes creative risks and dares to make a statement with its advertising. A small business owner can achieve this using bold images or funky music. These advertisements are guaranteed to make consumers turn their heads and spike their interest in the small business.
2. Act sustainably.
The new generation of consumers greatly values sustainability. Many are not only committed to living sustainably, but they also want the small businesses they shop at to be committed to operating sustainably. Small business owners can attract and retain new consumers by highlighting how their companies use them sustainably. Furthermore, acting sustainably does not have to be overwhelming or expensive. For example, small business owners could shift from plastic to paper bags. They could also stop using printed receipts and opt only for email or text receipts. While these sustainable acts may be small, they will not go unnoticed by the new generation of consumers.
3. Participate in corporate social responsibility.
Small business owners can also attract and retain the new generation of consumers by taking part in corporate social responsibility, commonly referred to as CSR. Business owners can engage in CSR by supporting a local cause they are passionate about. This support can take the form of hosting a fundraiser for their chosen cause or donating a percentage of profits. Small business owners could also consider connecting this cause with a product or service they offer. Then, when customers purchase this product or service, a percentage of the proceeds will go to the reason it supports. The new generation of consumers is passionate about giving back to the causes they believe in. Therefore, they are more inclined to support businesses that give back to their communities.
4. Emphasize uniqueness.
Another way small business owners can attract and retain the new generation of consumers is by showcasing what makes their business different from its competitors. Young consumers want to support companies that offer them a product or service they can’t find anywhere else. Therefore, small business owners must use their advertising to communicate to customers what makes their businesses unique. Business owners should focus on the details that make their products and services unique and distinguish them from their competitors. For example, a spa owner marketing a new clay facial could highlight where they source the clay for this treatment. While their competitors may also offer clay facials, it is about demonstrating to customers what sets theirs apart. The new generation of consumers will take note of these details.
5. Display genuine care for employees.
The new generation of consumers also is inclined to support businesses that demonstrate genuine care for their employees. Workers’ rights are an issue many young consumers care deeply about. Therefore, small business owners must treat their employees equitably to attract and retain the new generation. Small business owners could consider creating a section on their website that outlines their commitment to the fair treatment of their workers. Young consumers are more likely to support small businesses they know are treating employees fairly and with compassion.
6. Display genuine care for customers.
Small business owners can also attract and retain new consumers by providing exceptional customer service. This involves being open to customers’ questions, concerns, or problems. When small business owners treat customers with this openness, they feel respected and appreciated. In addition, young consumers are very particular about where they spend their money. Therefore, they will be much more likely to spend it at a small business where they feel cared for and valued.
The new generation of consumers is quickly gaining influence and spending power in today’s economy. That’s why it’s more important than ever before for small business owners to focus on attracting and retaining these young customers.
The new generation may be some of the trickiest consumers for small business owners to attract. However, once they connect with a small business, they are some of the most loyal and passionate customers it could ask for.
Small business owners must be willing to step outside their comfort zones and begin marketing to the new generation of consumers to ensure their small businesses’ continued success.
PaySmart is a payroll provider located in Mechanicsburg, Pennsylvania, supporting small businesses in the Central PA region. We are dedicated to helping small businesses take care of their payroll needs. To learn more about how PaySmart may provide payroll solutions, please get in touch with us at 717-766-1777. Our New Client Concierge is waiting for you!