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

Abstract

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.

Citation

Yeap Ai Leen, J., Thurasamy, R. and Omar, A. (2012), "Engaging Millennials in an evolving web environment: some key points for e‐retailers", Business Strategy Series, Vol. 13 No. 3, pp. 111-117. https://doi.org/10.1108/17515631211225242