Retailers are continually trying to understand the buying behaviors of Gen Y shoppers to solve the puzzle of how to reach them in a relevant manner. A new Maritz(R) Poll reveals the buying behaviors of Gen Y shoppers and how they use online venues and text messaging to interact with specialty apparel retailers.

"Generation Y continues to be an important, albeit somewhat enigmatic, target for retailers," said Gloria Park Bartolone, division vice president, Maritz Research's Retail Group. "While some have questioned the relevance of online marketing approaches for retailers, this study, which focused on Gen Y's attitudes alone, reveals that online efforts are key to winning these retail influencers."

The majority (69 percent) of the poll's Generation Y shoppers said they send between one and 10 text messages per day, and individuals in the generational group on average text approximately 17 messages per day. However, while texting seems like a perfect channel for retailers to reach Gen Y shoppers because it's used so much, it isn't actually the best. The poll revealed that approximately two-in-three respondents (65 percent) said they were "unlikely to or would definitely not subscribe" to offers solicited via cell phone or PDA. Only 5 percent of respondents currently subscribe to offers via text.

"Text messaging seems to be popular for personal matters, not as an advertising or promotion tool for retailers," said Bartolone. "While there is growing retailer interest in mobile marketing, this tells us retailers need to be relevant to this audience to make it an effective channel to communicate."

If the buying behaviors of Gen Yers aren't impacted by interaction with retailers via text message, what are they responsive to? It turns out 48 percent of Generation Y respondents said they belong to an online group hosted by a retailer. Also, approximately one-in-four (26 percent) have posted an online review for a product or specific retailer, and approximately two-in-three (67 percent) use online reviews as a source when making purchasing decisions.

"Online groups are multiplying exponentially every day and Gen Yers continue to sign up for them," said Bartolone. "In addition to providing a community that Gen Y shoppers want to be a part of, online groups are an excellent way for a retailer to capture valuable information about these current or potential customers." Also, blogs are a venue in which Gen Y shoppers either mention products or retailers or where they go for information that can impact their buying behaviors. Twenty-two percent of poll respondents indicated they have mentioned products or retailers in a personal blog, and a similar number (21 percent) said they have used other blogs as a resource on purchasing decisions.

"Because peer opinions are extremely important to Generation Y, they're likely to take online reviews posted by their peers to heart," said Bartolone. "Retailers should also pay close attention to blogs and online reviews mentioning their products and brand and consider fixing problems that repeatedly come up. Retailers need to show Gen Y they are listening."