Understanding how the generations shop

Updated: Mar 11, 2020


It is likely that your showroom serves a variety of clients in all different age groups. It's impossible to build a showroom that only targets one generation of people and why would you want to? The role of a decorative plumbing showroom is to invite and support homeowners of all ages and income levels!


What do you know about the unique ways each generation shops? This cheat sheet gives you a glimpse into the buying habits of homeowners at different stages in life. Instead of changing the showroom around, think about ways to change your customer service and marketing techniques. Knowing a little more about generation-specific habits can help you connect with your customers.


Boomers 1946-1964

Renovating to age in place

Home Renovation Annual Spend: $15,000

Favorite Social Platforms : Facebook


Baby boomers, or boomers as they're know in marketing research, have the spending power to buy without bargain-hunting. They are also comfortable researching and shopping online but prefer to buy in-store. In fact, 84% of boomers prefer to shop in store and 67% will go to a physical store even if the same item is available online.



So why the preference for physical locations? That’s where boomers find the customer service experience they value above good deals and convenience. They want to speak with a real person when deciding on a purchase and expect sales associates to have a certain level of expertise.


Takeaways for showrooms: boomers will stop patronizing a brand or store if they have a bad customer service experience. They're not sensitive to social media ads or promos and are not easily influenced by posts from friends and family. What does influence boomers? A brand's popularity can sway them to buy one item over another.


Gen X 1965-1980

Entering prime remodel phase and spending on quality

Home Renovation Annual Spend: $15,000

Favorite platforms: Facebook and Email


Gen Xers are the researchers of the bunch, typically spending their pre-purchase time reading about products, investigating flyers, checking reviews, asking for the opinions of friends and family and visiting several stores before making a decision.




Gen Xers rely heavily on sales associates for advice and product reviews. Most importantly, negative reviews about a product’s performance will cause Gen Xers to shy away from a product.


Takeaways for showrooms: Honesty pays off; make sure reviews are available and Gen X clients can expect a transparent assessment from sales staff. Gen Xers like coupons and personalized offers based on previous buying behavior. They also respond very well to email marketing as it is their favorite way to receive shopping information, so you can tighten up you email campaigns to target this age group.

Millennials

1981-1997

Taking the lead in the home improvement market.