If you’re a company, retail store or not, who deals with the public, directly or indirectly (basically every company), you’d better pay attention to the Millennial (ages 18-29) population.

In a notable example from U.S. consumer survey research conducted by LoyaltyOne in September 2014, 84% of Millennials (age 18-29) said that being able to redeem rewards/loyalty program points for a session or consultation with a chef or nutritionist would motivate them to shop more with that grocer.

( – by MarketingCharts)  http://www.marketingcharts.com/traditional/loyalty-rewards-millennials-enticed-by-hands-on-experiences-47373/

Does this information only pertain to grocery stores and chefs?  No.  Look at the bigger picture.  This information shows that Millennials value expert advice and reward those companies who offer it by patronizing that establishment.

Here’s how millennials responded when asked about other retailers:

  • 79% said a session with a stylist as a loyalty program benefit would entice them to shop more at the clothing store offering the session.
  • 77% said a session with a technician or software expert would spur them to shop more at the electronics dealer.
  • 68% said a session with a makeup artist would prompt them to shop more with the cosmetics retailer.
  • 69% said a session with a plumber or electrician would motivate them to shop more with the home improvement or renovation store.

Millennials are learners.  They seek knowledge and understanding, and they value various levels of education and experience.  In fact,

34% of 25 to 29 year-olds Americans held a bachelor’s degree, master’s degree, professional degree or doctoral degree last year, a higher share than in any year in data going back to 1968, according to Matthew Chingos, a senior fellow at Brookings.

Loyalty Oct. 14, 2014 (https://www.loyalty.com/news-events/latest-news/news-releases/loyaltyone-research-shows-millennials-are-looking-for-hands-on-experiences-when-shopping)

Survey results showed that millennials are not the only consumer segment motivated by expert session opportunities offered as loyalty program perks. Here are some other key findings from the research:

  • 69% of the general population said an expert session with a chef or nutritionist would motivate them to shop more with the grocer offering the session.
  • When broken out by gender, 72% of women said they’d be motivated by the chef or nutritionist session, versus 64% of men.
  • 68% of women said they’d be motivated by a session with a plumber or electrician, versus 63% of men.
  • 69% of men said they’d be motivated by a session with a technician or software expert, versus 67% of women.
Loyalty Oct. 14, 2014 (https://www.loyalty.com/news-events/latest-news/news-releases/loyaltyone-research-shows-millennials-are-looking-for-hands-on-experiences-when-shopping)

Why Millennials?

Take your loyalty rewards program to the next level by targeting the Millennial generation.  Why focus on the Millennials?  In addition to their loyalty and desire to seek information, they’re also characterized as being Adventurous.

Millennials are looking for adventures.

• Far more Millennials than Non-Millennials report a desire to visit every continent and travel abroad as much as possible, according to Boston Consulting Group.
• More than twice as many Millennials as those in other age brackets say they are willing “to encounter danger in pursuit of excitement,” according to Barkley.
• When Millennials dine out, they’re often in search of something exotic, adventuresome, memorable to explore during the experience.

Lucky Attitude (http://luckyattitude.co.uk/millennial-characteristics/)

Knowing this, it shows there’s a lot of room for creativity and personal attention to this group of customers.

Scavenger Hunt

Sure, there’s a lot of options used for rewards programs, the standard VIP Discounts and coupons, free merchandise, extended shopping hours, free shipping and swipe cards with various point structures.  Why not stand out from the crowd and try something truly unique and engaging for your customer?  Try a scavenger hunt!

Thrill of the Hunt suggests a custom scavenger hunt that offers an adventure packed, personal activity, with fun trivia and socialization, online and off.  Not only does a scavenger hunt reward your customer’s loyalty, but it also gives you the vehicle to educate that customer and increase your store’s online footprint.


A reward scavenger hunt can be executed in many different ways.  Perhaps you’re a national chain or strictly an online store?  Then create an online scavenger hunt, taking your influential and loyal customer on a tour around your social media.  Adding educational elements would be the perfect nonthreatening way to introduce a new product or service.  Not only are you personally guiding your company’s product or service information directly to your customer, but you’re also increasing your online reach, views and click through rates.

Don’t just stop at steering your customer to your online hangouts.  Create challenges in addition to the clues.  This is where you’re able to really get some online traction.  Whether your scavenger hunt is on a point system, or first one to complete wins, or some other criteria, have the customer share posts, images, videos etc.  Have them respond to a friend, opening up the online footprint exponentially.

The key is to be upfront from the beginning and transparent about your strategy and goals.  Be direct about your purpose, and that includes outlining the fun aspect of this interaction, too.

Perhaps you have a main location or headquarters.  Show off your town or area by bringing the scavenger hunt there.  Maybe your customers are present and wouldn’t mind learning about the area’s history, and possibly unknown secrets and unknown activities?  Include it!

What if your customers are nowhere near your headquarters?  Then really reward them by bringing your loyal customer to your area to participate in the scavenger hunt.  Maybe combine the suggestion above, by creating an online scavenger hunt for all your loyal customers, and the top three winners from the online scavenger hunt will win a trip to your headquarters, as well as another opportunity to participate in a scavenger hunt around town.  This is a great way to really build loyalty and turn heads.

Be generous with the final prize, or offer many small prizes for completing a loyalty scavenger hunt.  Whether the hunt is executed totally online, in a specific area, or a combination of both, outline the rules and regulations in advance, the time frames, prizes, and possibly the number of players participating in the game.  Share all the details to again, maintain transparency and costumer involvement.

With either style of scavenger hunt, online or in person, sprinkle in educational information to drive the customer to your website to find the answers, or to your social sites.

Have fun with your rewards program and try to break out of the same basic systems.   Always mind the company’s   brand and image to avoid brand damage.  Have fun planning and executing your custom scavenger hunt.

Did you create your very own loyalty rewards  scavenger hunt, or participate in one?  Share your story with us!  Game@thrillofhunt.com.

If you’d like to learn more about our suggested themes and ideas, let us know.  We’d be happy to discuss and provide you with a free quote.

Thrill of the Hunt exclusively develops and administers to themed scavenger hunts for public and private events such as team building activities, company outings, fundraisers and private parties.

Remember, Everyone needs to … Experience the Game!

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