Workshop 2 – Global Home Improvement Insights

Millennials vs. Baby Boomers: How to Sell Home Improvement and Gardening Products to Divergent Consumer Segments

Overview

The Millennials vs. Baby Boomers: How to Sell Home Improvement and Gardening Products to Divergent Consumer Segments workshop will equip participants with vital knowledge and actionable insights on how to win over two key consumer demographics – Millennials and Baby Boomers. In this workshop, we will explore the importance of and examine the unique paths to purchase and needs of both Millennials and Baby Boomers within the home improvement and gardening space globally.

Case studies covering how retailers and manufacturers have targeted Millennials and Baby Boomers will be presented and debated to identify key challenges faced by manufacturers and retailers within the home improvement and gardening industry, while also uncovering crucial elements of success stories.

The workshop will share insight from Euromonitor’s “How to Sell Home Improvement and Gardening Products to Millennials & Baby Boomers” report and will be interactive using video and/or quiz content along the way. Participants will breakout into smaller groups for activities and will be able to ask questions, share their own experiences, and learn how fellow participants are tackling demand from these two diverging consumer segments.


Schedule

14:00 – 14:15    Introduction to Consumer Segmentation by Demographics

14:15 – 14:30    Growing Pains: Millennials and the Characteristics of This Emerging Consumer Segment

14:30 – 15:15    Workshop Activity & Discussion: Opportunities and Challenges in Selling Home Improvement and Gardening Products to Millennials

15:15 – 15:30    Short Break

15:30 – 15:45    Old is Gold: Baby Boomers and How They Shop

15:45 – 16:30    Workshop Activity & Discussion: Opportunities and Challenges in Selling Home Improvement and Gardening Products to Baby Boomers

16:30 – 17:00    Key Takeaways: How to Use Consumer Segmentation to Your Advantage


Key Learnings

  • Gain awareness of the major advantages of adopting a consumer segmentation approach.
  • Learn about the key characteristics of Millennials and Baby Boomers and how their purchasing behaviour towards home improvement and gardening products will be evolving over the next five years.
  • Understand the key success factors and challenges in targeting Millennials and Baby Boomers.

Bonus

  • Every participant will get free access to Euromonitor International’s “How to Sell Home Improvement Products to Millennials & Baby Boomers” strategic report after attending the workshop. The report is usually only available to Euromonitor Passport: Home and Garden subscribers.
  • Participants will also receive an e-copy of Euromonitor’s workshop PowerPoint presentation.

Location: Palau de Congressos de Catalunya Date: June 12, 2018 Time: 14:00 - 17:00 Erika Sirimanne
Euromonitor International
Adeline Ho
Euromonitor International