Engaging Millennials in an evolving web environment: some key points for e-retailers

Purpose - This article aims to provide some key points that e-retailers should be mindful of when attempting to reach out to Millennial web users in a fast-evolving web environment.Design methodology approach - The key points were derived from a combination of methods that include review of relevant...

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Bibliographic Details
Published in:Business strategy series 2012, Vol.13 (3), p.111-117
Main Authors: Yeap Ai Leen, Jasmine, Thurasamy, Ramayah, Omar, Azizah
Format: Article
Language:English
Subjects:
Aesthetics
Business
Competitive advantage
Electronic commerce
Empirical analysis
Gain
Generations
Internet
Market segments
Millennials
Mindfulness
On-line systems
Online
Power
Retail stores
Retailing
Retailing industry
Shopping
Social networks
Strategy
Web 2.0
Websites
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Summary:Purpose - This article aims to provide some key points that e-retailers should be mindful of when attempting to reach out to Millennial web users in a fast-evolving web environment.Design methodology approach - The key points were derived from a combination of methods that include review of relevant literature (both past and current), empirical evidence drawn from previous studies and the authors' observation of developments within the web retailing environment.Findings - Six key points were listed, covering pertinent issues like first impressions, customer trust and stickiness, magnitude of social networks, delivering rich user experiences, customer relationship retention strategies and the importance of usability and aesthetics.Practical implications - It is pertinent that e-retailers keep themselves informed of the latest technological progress within the web environment should they aspire to survive and achieve success in online retailing among Millennials. They should adapt to the needs of the Millennial generation instead of the Millennials adjusting themselves to the e-retailers.Originality value - E-retailers can gain a better understanding on the characteristics of Millennial web users and on engaging the Millennials' attention and commitment towards online retailing web sites.
ISSN:1751-5637
1751-5645
DOI:10.1108/17515631211225242