As baby boomers buying habits has increased their usage on eCommerce stores, the customer habits become more important. DigiCommerce has attempted to break down this demographic a few times. We have pointed out that this demographic both have disposable income and are shifting to making their purchases online. This is seen as a gold mine for businesses. So what more can we glean from the studies done on this group of customers?
Digital Commerce 360 finds that baby boomers are 20% more likely than the average consumer to be the primary grocery shopper in their home. Similarly, they are 110% more likely to own retail or grocery reward cards. They are also using these cards as their primary credit card. Brands want to know where they are doing grocery shopping and what products they are buying online?
Consumer goods habits
The study finds that compared to the average customer this demographic is 5% more likely to have ordered on Whole Foods online order over the previous six months. They are also almost 10% more likely to order from Amazon Fresh and 8% more likely to purchase household goods online. Likewise, they are more than 5% more likely to purchase pet supplies digitally compared to other demographics. Perhaps unsurprisingly to some, they are about 35% more likely to purchase coffee or other hot beverages online. On the other hand, they are almost 125% more likely to buy alcoholic beverages online.
Other Retail habits
In other retail, there are also things brands can learn from these customers. The study finds the baby boomer demographic is far more likely to shop at popular brand stores like True Value Hardware and CVS. Furthermore, in retail clothing, boomers are significantly more likely to shop at Talbots, Lands’ End, and J.Crew. Moreover, they are more likely to use mass merchants and warehouse clubs for grocery shopping and other retail shopping. This includes impulse purchases. Retailers need to figure out how to remake the in store experiences on an eCommerce site. Boomers are 20% more likely to use coupons and pre-written lists, which is an opportunity for online brands. Brands can create this functionality that allows shoppers to keep shopping lists and use virtual coupons within their online store.
Curbside Pick ups
Interestingly, this demographic is also more likely to use the buy online and pick-up in-store options. Curbside pick ups are also popular with this customer base. This shows that brands can be flexible when targeting them. Online stores should make curbside pick-up experiences seamless and easy. This is particularly important for those customers who are not as familiar to the online shopping processes compared to others. Unfortunately baby boomers are not reflected within current marketing strategies and communications.
In conclusion, retailers need to figure out how best to include baby boomers within their marketing communication efforts. This includes website marketing and the entire buying experience. For this demographic, eCommerce has changed dramatically since the pandemic and it is high time, more retailers to change with it. The habits of baby boomers is something every serious business should get familiar with.