E-Commerce Tipsfor Appealing to Baby Boomers

First of all, the term “baby boomers” refers to anyone born between

1946 and 1964.

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50% of the EU population is

expected to be 65 and over in the next few years.

There are around 450 million baby boomers worldwide.

And they account for over two-

thirds of wealth.

Boomers have 70% of the disposable income in the U.S.

Contrary to popular belief, baby boomers tend to be

highly tech-savvy and active in social networks and e-

commerce.

As such, learning how to market effectively to this generation is vital.

Step one is recognising the diversity of this market.

As with any other demographic, not all boomers are the same!

• Many boomers are in a period of transition • Some may be going from a full house to an empty

nest or entering retirement • Some may be experiencing health changes• Others are still raising children or caring for their

parents, and a great many have become grandparents

One thing to take note of…

Not all boomers have embraced mobile!

Despite being increasingly tech-savvy, boomers in general have not embraced mobile commerce, preferring to access the internet via computers, especially when it comes to making a purchase.

Tips for Appealing to Baby Boomers

#1. Don’t call them old

Just because boomers are aging, it doesn’t mean they’re becoming their parents

This is a group that grew up in the age of consumerism and helped define branding and marketing as we know it.

Baby boomers have been called the “me” generation, and that’s certainly not going to change now that they have both the money and the leisure time to freely pursue their interests and hobbies. 

#2. Give them choices

Boomers grew up in the age of individualism so freedom of choice is key 

Appeal to this desire for choice by: Providing variety in products & payment methods Skipping the hard sell – boomers don’t want to feel

like they’re being “sold to” Providing LOTS of information about your products

Boomers are accustomed to having all the power when shopping and will not make purchase decisions lightly. They research thoroughly before choosing what to buy (and whom to buy it from).

#3. Build trust & loyalty

Boomers are accustomed to face-to-face commerce and expect the same online

Be honest. Being open, honest and relevant with all of your marketing materials and product descriptions is important for boomers.

Keep your promises. Because this generation tends to expect more from merchants (both online and offline), they can be very unforgiving if you make a mistake.

Make communication easy. Include email and phone as customer inquiry channels – these options are especially popular with this group.

Be sensitive about collecting data. Boomers are more concerned with their online privacy than younger generations, so don’t ask for more information than you need.

#4. Embrace “old” tactics

Direct mail is still a common first step on boomers’ path to purchase

Print brochures and mailed flyers are still an effective marketing strategy for this generation, and can be a good way to expose your brand to a new older audience not as prone to browsing online for new brands.

Sources:Appealing to Baby Boomers – DalPay blog Booming Business – TrendWatching.com 4 Tips for Marketing to Baby Boomers in the Digital Age – Contently What Baby Boomers’ Retirement Means for the U.S. Economy – Five Thirty Eight Economics

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