Millennials, echo boomers, digital millennials, kidemployees, are just a few names of the young adults that were born between 1980 and 2000. They are 80 million strong and there are predictions that they will grow to 100 million. They are the most influential generation and they have shown more spending power and stronger opinions at an earlier age. The economic opportunity is enormous and one every retailer needs to embrace. Whether they are your customers or your employees, you need to adjust your training as well as your marketing techniques to them.

After reviewing the top five requests of Gen Y-er's, you may find yourself not so different than they are.

1.Don't fake it.

This is not a customer to try to impress. They are smart, savvy as well as media bombarded and probably more knowledgeable about your product than you are. Be straightforward and concise in how you communicate with them and they will appreciate your style. If they are your employee, be straightforward with your requirements. Explain the "why" behind the task as this is a generation that "needs to know" before they will successfully complete the project.


2.Listen to me.

This customer is the epitome of multi-tasking. Too often employers and business owners see this as a way of "turning off" what doesn't interest them. On the contrary, they are able to do far more things at one time and actually do them well. Listen to your Gen Y employee or customer and don't just give them "ear service" assuming they really don't care, because they do. This generation does not appreciate a "talking head" so if you are training, add various types of media throughout the process to keep their attention.


3.Be Original.

This generation grew up being told they are special and that they can do anything they want. They have a solid sense of identity and you can see that in how they "personalize" much of what they own. From ring tones, to i-Pods, to how they text message, it is all about originality. Look for the unique things to offer this generation as well as how to train and motivate them as your employees. The old "atta boy" name recognition on the break room bulletin board doesn't cut it anymore. This is a generation that has shelves of trophies and awards at home from their accomplishments over the years. They are used to public recognition so don't hold back when it comes to acknowledging a good job.

4.Know My Communication Style.

Research found that 18-26 year-olds spend 28 percent more time online than 27-40 year-olds, read blogs twice as often and are 50 percent more likely to instant message. They will wait just three seconds for a page to download before they click away. They also process website information five times faster than older generations.

But just as important as their expertise in technology is the power that lies in their friendships. This isn't a group that will read the newspaper with a cup of coffee and run across your ad. They instant message, text message, blog, and chat on MySpace and check out YouTube. No other group is more adept at leveraging technologies than Gen Y. Look out for video email to be the next powerhouse to market to this group. If they like your product, they don't just tell a few friends at lunch; they can send a mass message in seconds. The challenge in marketing to Gen Y-er's means giving them what they want, when they want it, in a quick, easy format and they'll share it with the world, literally.

At the NRF convention in New York this month, a "magic mirror" was unveiled! The technology was featured in the "store of the future" exhibit but it has been reported that it will be seen in stores before the end of 2007. The interactive mirror is placed in the fitting room and an internet user away from the fitting room can see the person and send the user a comment that will be seen on the mirror. Comments like, "I love that on you" or "Try the red one on again" are ways to get the important feedback most young shoppers require. This device is geared to the 17-24-year-old-group. The mirror also offers viewers other apparel pieces to try on! So much for your friendly, helpful sales associate!

New research now shows that 67 percent of the Gen Y group say that their peers and friends play the biggest role in their decision of what to buy. Nearly 30 percent of teens say they use the "e-mail a friend" link on a website to gain advice.

If you are training a technology savvy Gen Y employee, understanding their communication style is key. Evaluate your current training material as well as trend setting marketing ideas and decide what new techniques you can add that will make the information more interesting to your younger employees as well as customers. There are a number of web-based training programs that may fill that void. Offering downloadable podcasts as an addition to your training will fit into their busy lifestyle and they will appreciate your flexibility.

If you look at these four areas realistically, you may find yourself being more like a Gen Y yourself. This generation has raised the bar on how we communicate and relate on a global basis. There is so much more we can learn from them and so much more business we can generate if we just choose to see things the way they do.

About the author:
Anne M. Obarski is "The Customer Service Spy!" As a professional speaker and trainer, Anne will work with your company to provide you with the clues to keep your customers coming back. Anne presents keynotes, break-out sessions and customized training, nationwide, in the area of customer service. Youll want her two new books, "Surprising Secrets of Mystery Shoppers" and "Real World Customer Service Strategies That Work". For a limited time get her free, "10 Big Secrets to Giving Mystery Shopper Feedback and Get the Changes You Want", by faxing 636-922-2696 on your letterhead and write the words, BIG SECRETS. For more info go to: http://www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com.

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