Retailers must make online shopping easy and convenient for older shoppers. According to King Kong Sabri Suby, websites must use big font sizes, detailed and unique product descriptions, universal language and colours for key actions, and small separate forms for payment options, details, costs, and delivery options.
The website must resemble a brick and mortar store that focuses on the customer experience. However, since retail may no longer return to what it was once, the option is to adapt the online space to the older shopper.
According to the 6th Trajectory Report of Powell Retail, 88% percent of shoppers were comfortable with online shopping in 2020. The target of online retailers was the NextGen shoppers but the coronavirus pandemic has proven that those who rarely shopped online must be comfortable with the purchase process.
If the older customer does not understand the online process, it can be detrimental to the brand. Most shoppers who were born between 1945 and 1965 are well-educated, affluent, and understand technology better than what retailers and marketers assume. It is very likely that they do not shop online but because of the lockdown measures, they are now forced to do so. This phenomenon has accelerated the uptake of the shift to digital where you can highlight the best parts of eCommerce.
King Kong Sabri Suby is the founder and head of Australia’s fastest-growing digital marketing agency. He has successfully built a team composed of 61 specialists and now achieves more than $20 million in revenue. The digital agency measures success through ROI.