Millennial Shoppers Drawn to Amazon Benefits

CHICAGO — Millennial shoppers are the most likely to take advantage of Amazon Prime Day July 11 for its offers, a new report from Yes Lifecycle Marketing found.

According to A Marketer’s Guide to Reaching the Generations, more than half (55 percent) of millennials choose to buy from Amazon for its Prime benefits and more than three-quarters (76 percent) do so because of its prices.

On Prime Day members in more than 30 cities will be able to get deals on summer favorites and essentials, while top Prime Day deals will include free two-hour delivery all day on July 11. Additionally, members will get $10 off their first Prime Now order and $10 offer their next order using promotional code 10PRIMEDAY.

"Amazon Prime benefits draw in millennial shoppers more than other generations by aligning with their preference for loyalty messaging and programs," said Michael Fisher, president of Yes Lifecycle Marketing. "By segmenting their customers by generation, marketers can pinpoint customer preference for elements like messaging, channel and timing, and define distinct strategies that resonate with those audiences. And in turn, marketers will create long-lasting relationships with their customers."

When compared to other generations, baby boomers are more likely to value Amazon for its convenience and product selection, while Gen Z is more likely to shop in-store. The ecommerce giant found popularity across the board, with 63 percent of all consumers having made a purchase on Amazon in the past month.

Other findings of A Marketer’s Guide to Reaching the Generations include:

• After millennials, Gen Xers were the most likely to buy from Amazon, with 69 percent reporting a purchase in the past month.
• Gen Z consumers shop in store during the holidays more so than any other generation (45 percent).
• More than 80 percent of Gen Z and 74 percent of millennials say social media influences their shopping.
• Four out of five consumers across all age groups report that they find a brand's website important when making purchase decisions.

Shoppers of all ages also measure the in-store experience to be equally important as the digital one. Nearly 31 percent of Gen Z said they shop at non-Amazon retailers because they enjoy the in-store shopping experience. Additionally, one in five Gen Z members (18 percent) and 19 percent of millennials say the in-store experience is one of the top three factors that drive brand loyalty vs. 11 percent of baby boomers who say it isn’t.

"Amazon has done a good job of delivering cross-channel communications that speak to millennials' preferences and behaviors, reaching them where they want and how they want, and other brands should take note," said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. "As [members of Gen Z] enter the job market and gain buying power, all brands, Amazon included, need to adapt their marketing communication strategies to speak to these digital natives."

A Marketer’s Guide to Reaching the Generations is available for download here.

Chicago-based Yes Lifecycle Marketing is an Infogroup company, which is a big data, analytics and marketing services provider that delivers data-driven, customer-centric technology solutions.