Don’t Discount the Baby Boomers
By Paul Marcantonio
Consumers belonging to the older generations were never of much interest to most e-Commerce companies. Slow to adopt new technologies, unwilling to adapt to new models of engagement, distrustful of new payment methods – the myths abound. Baby Boomers and their elders were – and often continue to be – perceived as old-fashioned.
However, is this really still the case? Pensioners are rapidly undergoing a process of digitisation. Just a couple of years ago, only 50% were willing to even consider making purchases online, but this percentage is growing significantly year-on-year. Most now have access to the internet. 64% have social media accounts. The market is there, but online merchants need to take the right approach if they wish to capitalise on it. And if they do, payments are their best bet.
The e-Commerce businesses capable of addressing the needs of older generations will establish a mutually beneficial ecosystem. So what’s the best way to go about attracting an older audience, now that they’ve proven to be a viable market? Merchants must win over older consumers much in the same way that they seek to win over the generations that have followed – by investing in the user experience, by providing an intuitive and straightforward customer journey, and by ensuring a quick and efficient payment process.