Meijer connects to millennials the old fashioned way

Millennials may be the mobile generation, but Meijer is connecting with them in more ways than simply through a smartphone. The retailer's strategy is to stick to its knitting.

"Local connections is what we thought was important in 1934, and it's also something that happens to be very important to millennials," Meijer President J.K. Symancyk said during a session at the 2015 Global Retail Summit in New York.

The retailer is eschewing the idea that millennials act as a uniform entity, according to Supermarket News. Just because the demographic is believed to shop retailers that embody their social values, doesn't mean that all are choosing where to do business based on personal beliefs such as transparency and trust.

Still, Meijer's status as a privately-held company helps.

"It's less about size and more about public versus private," Symancyk said. "The fewer constituents you serve, the truer you can be to your mission. When you have responsibilities to investors and shareholders as well as customers, you have to decide which group to be right for. To have the freedom to be focused on customers 100 percent of the time is a blessing."

Millennials may be perceived as married to technology, but retailers need to remember that good customer service is still valued.

"It comes down to your people," he said. "Don't lose sight of psychology and behavior as you work to catch up to technology. We want to invest in our people to be stewards for customers."

For more:
-See this Supermarket News article

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