"By targeting that micro-segment, it's helped us reach the generation below her and the generation above her," Power says.
"She's buying blush for her daughter, and she's telling her mom to drink the wine," Power explains.
Those responsibilities make this customer a crucial point of connection between demographics. They're known by retailers to have higher basket sizes and more brand loyalty.
What makes the xennial unique is growing up in an analog world before quickly adapting to the internet in adulthood.
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