Stores scream ‘Sale’ all the time. What makes the younger crowd flock to sales?
The youth and sales?
There are two kinds of young buyers — the ones who look for only brands, and the ones for whom price is the key buying trigger. The former will never compromise on their core preferences and buy a product just because it’s on sale, while for the latter a discount definitely makes a difference. That said, for the second set, nothing sub-standard would go, even if it’s on sale. ‘Sale’ could also bring to mind ‘clearing of old things’, ‘low quality’ and ‘desperate measures to make us buy’.
Do I wait for it?
For the first set of buyers, a sale isn’t something they would wait for. Their purchase is more impulsive. But the second wait with anticipation for a good deal or a range of options to get their wishlist fulfilled.
Is it cool?
The youth are definitely excited when it comes to clinching the best deals as it makes great conversation with peer groups. But it gets even better if they get a great deal on an aspirational brand, and that is usually when it becomes a purchase of some importance.
How to sell a sale?
The negative values that a young customer attaches to a sale could be addressed by making it an earned privilege. For example, if a sale is packaged in a way that makes it available only for a select few, youngsters would look forward to the purchase and their concerns regarding product quality and the store’s intentions would vanish. Even if such exclusivity is notional, it would be a sure shot winner.
Methodology: A network of ‘student transmitters’ across campuses that act as insight seekers and conversation seeders. The network reaches six metro cities and connects with over 10,000 students. The network has been created by Concrea, a youth marketing & communications agency, part of the Electronic Youth Media Group.
Age Group: 18 - 22 years Want to peek into the mind of the youth? Send us your queries at brand.equity@timesgroup.com
The youth and sales?
There are two kinds of young buyers — the ones who look for only brands, and the ones for whom price is the key buying trigger. The former will never compromise on their core preferences and buy a product just because it’s on sale, while for the latter a discount definitely makes a difference. That said, for the second set, nothing sub-standard would go, even if it’s on sale. ‘Sale’ could also bring to mind ‘clearing of old things’, ‘low quality’ and ‘desperate measures to make us buy’.
Do I wait for it?
For the first set of buyers, a sale isn’t something they would wait for. Their purchase is more impulsive. But the second wait with anticipation for a good deal or a range of options to get their wishlist fulfilled.
Is it cool?
The youth are definitely excited when it comes to clinching the best deals as it makes great conversation with peer groups. But it gets even better if they get a great deal on an aspirational brand, and that is usually when it becomes a purchase of some importance.
How to sell a sale?
The negative values that a young customer attaches to a sale could be addressed by making it an earned privilege. For example, if a sale is packaged in a way that makes it available only for a select few, youngsters would look forward to the purchase and their concerns regarding product quality and the store’s intentions would vanish. Even if such exclusivity is notional, it would be a sure shot winner.
Methodology: A network of ‘student transmitters’ across campuses that act as insight seekers and conversation seeders. The network reaches six metro cities and connects with over 10,000 students. The network has been created by Concrea, a youth marketing & communications agency, part of the Electronic Youth Media Group.
Age Group: 18 - 22 years Want to peek into the mind of the youth? Send us your queries at brand.equity@timesgroup.com
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