Four Generations of Exchange ‘Family’ Members: Here’s What to Know About Them
MARCH ARB, Calif. – Left to right, Ruby Rice, Stynia Johnson-Robinson, Donald Cowin, course leader Hayden Shaw, Zeb Campbell, Christine Hernandez, Socorro Linares and Rosie Martinez De Flores.
Part of “Family Serving Family” means serving customers of all ages, generations with widely different shopping and work habits.
At a recent conference, Donald Cowin, main store manager at March ARB, Calif., and his staff learned valued information on cultural differences and how to better serve the Exchange’s diverse customer base.
We generally have a representative from each generation in our stores at all times, and each has been programmed with expectations that may not cross into other generations . . . When you understand where they are coming from, how each generation views life, we can understand everyone better.
-Donald Cowin, main store manager, March ARB, Calif.
Here are the types of customers the Exchange serves and a few tips Cowin and his staff learned about each:
Traditionalists, born before 1945
These customers have high expectations that center on being treated with respect. They grew up in a time where customer service was always top priority and expect our associates to live up to those standards.
Affected by the Great Depression, they live on cash and fixed budgets. They’re very loyal to the Exchange because they are military retirees.
They and their families are familiar with us, but they’re less familiar with technology.
Baby Boomers, born 1946 to 1964
Baby Boomers grew up in an era of economic growth and bounty. They’re more willing to pay full price, but, like traditionalists, are becoming bargain hunters.
They, too, expect great customer service, wanting to be top priority for when being assisted by an associate.
Very loyal to the Exchange, but they’ll shop elsewhere for better bargains.
Generation X’ers, born between 1965 and 1980
The first generation to experience the tech boom of the early 1980’s, Generation X’ers willingly and more freely spend money, especially on brand names. But if we don’t have the items they desire or can’t get the merchandise to them quickly, they’ll look elsewhere. They’re also willing to spend more on family items than previous generations.
Millennials, born between 1981 and 2001
Impatient Millennials maintain very high expectations as to what we should carry—and they want the items now. If we don’t have what they desire, they will go elsewhere without a second thought. Their Exchange loyalty is low because they know they can shop elsewhere.
Cowin stated that understanding the wants and needs of each group is the first step toward exceptional customer service and living out “Family Serving Family.”
“We generally have a representative from each generation in our stores at all times, and each has been programmed with expectations that may not cross into other generations,” Cowin said. “A traditionalist may call a pair of sandals ‘thongs,’ while a Generation X’er may call them ‘flip-flops’ and a Millennial may say they’re ‘slides.’
“When you understand where they are coming from, how each generation views life, we can understand everyone better.”
