Tuesday, 23 August 2011, 11:30 PM
Young People Shop via Newsletters from Other Countries
I’m so delighted to have the opportunity to work on an e-mail project for a somewhat younger target group. Hopefully I’ll be able to tell you more about it soon. The company in question has a really humble approach towards the e-mail channel and is prepared to change and improve things to reach their goals in this regard. I feel so privileged to be a small part of all this. Well, I wanted to learn more about their target group so off I went to the Stapelbäddsparken, a great place for young skate boarders in Malmö. I felt a bit shaky when I approached these young skaters to ask them what kind of newsletter they want to read. And I was sooo astonished! Apart from being very compliant and happy that someone was interested in their point of view they delivered some surprising answers. Here are some of the questions and their answers:
Q: What about the content in a good newsletter?
A: Should be about new things, the latest, sale – all in cool pictures and we would like to see the products from various angles. Clothes for instance, should be worn by a skater when skating. Show pictures on Flickr! More information about skating competitions, tests of new boards, shoes a.s.o.
Q: Do you shop via e-mail?
A: YES! If we get an e-mail when we’re skating together, then we might check and shop together and order things. And we’re so happy that some American sites finally agree on sending products to us in Sweden. But we don’t want to wait too long for our things to get here, though.
Q: How do you feel about a company sending frequent e-mails wanting you to buy form them?
A: No problem, everybody has to make money. If it’s a good deal we gain from it – and so do they. That’s okay.
Q: How is a trustworthy company in your eyes?
A: They’re on our side and consider us as being a part of the society! We want a better status!
To sum up: While we in the ”older” generations talk about not wanting to shop from foreign parties via e-mails, the younger generation says: ”Yes, of course we will!” Youngsters don’t mind e-retailers selling via newsletters providing they offer good things and reasonable prices. That’s interesting! What did I learn? We can’t presuppose that we know what our costumers want. We have to ask them! Apparently newsletters will prevail also in the future generation! If they’re written as the customers want them, that is …
Here are some pictures of the kids I interviewed:
