We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.

Millennial Musings: how brands can turn me into a loyal customer

Journalism student Kimberley Strelke reveals how brands can persuade millennials like her to keep coming back for more.

In the second of her two-part series, Kimberley Strelke, a corporate communications & public affairs and journalism student at the US’s Southern Methodist University, reveals how brands can persuade her all-conquering demographic to keep coming back for more.

Remember when I talked about how brands catch my attention and make me want to become a customer? Well, that’s all fine and dandy, but now that you have me what are you going to do to make sure I stay loyal to your company? 

I appreciate brands that appreciate me. Discounts, quality products and discreet advertising will keep me hooked for life. I am not a difficult customer to keep, and if you manage to get me in the first place it is likely that I will continue to use your product forever (which is an eon to my YOLO-minded generation).

I like getting new stuff, but I don’t like spending a ton of money to get it – so discounts are a great way to keep me interested. JCPenney does this genius thing that gets me every time. When I leave a JCPenney with receipt in hand my eyes immediately dart to the bottom where it reveals how much I’ve saved.  When I see “You saved $75”, I don’t care that the line right above says I spent $200. Stores that offer a sale every time I walk in, meanwhile, will always keep me coming back for more.

A product has to last. Even though a good price is extremely important to me, I’m more than happy to spend a little more to ensure that the product will actually last a reasonable amount of time. I move quickly. My mind is always set on the future and extremely short-term goals, so I’m not making some outrageous request that brands make products last forever.

I generally buy a pair of tennis shoes each year. I’m pretty hard on them, so a year is their general lifespan. I bought a pair of Nike tennis shoes at the start of this year, and although they were on sale they were by no means dirt cheap. Just a month into wearing my new shoes the netting at the toe started to tear. I’ve used Nike before and I genuinely like its products, but noticing that tear made me immediately start searching for a different brand. Nike hasn’t necessarily lost me forever, but I’m much more likely to look elsewhere for my next pair of tennis shoes.

I get annoyed easily, and I don’t tend to forget what has previously annoyed me.  When a brand has advertisements that are extremely in your face, then I’m annoyed. I get that advertising is how to get a product out in front of people, but don’t shove it at me at every turn.

After purchasing clothes online from Old Navy, I started receiving almost daily emails. I honestly don’t mind them, as long as they benefit me in some way and don’t just send redundant ads. Each time I open an email I have a positive outlook, but by about the fifth day of nonsense emails I am desperately searching for the unsubscribe button.

Old Navy does a good job of sending out emails with discounts or exclusive information; that keeps me hooked. If the subject line of the email says “promo code” or “exclusive deal”, then I’m sold. I’ll gladly click on that link and end up buying a whole basket of products, because who can resist a sale? Make me feel special for bothering to read your email and don’t annoy me.

If you can achieve this trifecta of demands, then rest assured I will keep using your product for years to come.