- Implement an automated email series that reminds the shopper of specific products they were browsing before leaving your website. This illustrates that you recognise the individual and their habits and (hopefully) gets them to return to buy the product.
- Make it easy – even from the smaller screened devices – to click through your browse and cart recovery emails to make a purchase.
- Seize the opportunity to create a better customer experience by using the larger size of a tablet to present the shopping cart information in a clear, concise and intuitive format.
Winning Over the Baby Boomer
Managing Principal Consultant, EMEA
Wednesday, May 16, 2018
The term ‘millennial’ is now used so frequently by marketers that anyone who falls outside of this group could be forgiven for feeling more than a little neglected. Brands appear more determined than ever to keep up with the changing behaviour and expectations of the younger generation and to understand how they are adopting new technologies. That’s all well and good, but don’t forget about the baby boomers. The UK population is living longer than ever before, and the spending power of the baby boomer generation is significantly higher than that of millennials. If you aim to grow revenue, you should be looking at how you can put the spotlight back on those over the age of 45. The growth of devices and increasingly tech-savvy middle-aged consumers means consumers over 45 are engaging with retailers across multiple channels throughout their shopping journey. In fact, recent stats reveal that over three quarters (76%) of UK consumers aged 45 and older now own a smartphone and 60% own a tablet. Are these preferences reflected in your ecommerce strategies? You want your customers to be able to move seamlessly between devices and, above all, be able to check out. Your customers expect this to happen, so failure to meet this need is likely to send the shopper to a competitor. Since consumers in this demographic are more likely to purchase when using a tablet device, you must innovate to find ways to secure the sale. Consider these tactics: