Will Mom and Ron use the QR code for a bargain?
If you’ll recall, my mom and her husband Ron actually left a restaurant rather than use the QR code to look at the digital menu. However, this week, something totally different and unexpected happened. While at their local grocery store, our favorite silver shoppers discovered a dollar off coupon. But they had to download an app and use the QR code at the register to get the coupon.
You might think a couple willing to leave a restaurant rather than use a QR code would be unmoved by a one dollar off coupon, but that would be underestimating the universal desire for a good deal. Instead of abandoning their quest for a discount, they sought out an employee who showed them how to download said app and scan a QR code. They were excited about their newfound skills and the bargain, and they were thrilled with the helpful employee. In this case, the store’s digital marketing strategy worked like a charm.
Never underestimate the power of senior consumers.
It would be a huge mistake to underestimate the power of the silver shopper when building your digital marketing strategy. Seniors (defined as anyone 65 or older) are still significant players in the economy. What’s more, their influence is expected to grow throughout the coming decade, according to Visa and other consumer experts.
Why do some seniors reject technology?
While not all senior shoppers reject technology, seniors do lag behind other generations in terms of technology adoption. What are the most common barriers to technology adoption among seniors? According to a Pew study of older adults and technology:
- skepticism about the advantages of technology
- anxiety surrounding the learning curve
- physical challenges related to technology use
How can brands overcome technology resistance among shoppers?
I’ve shared my mom’s tech challenges frequently, and there’s a reason for that. She offers valuable insight into how older consumers view digital marketing strategies. How businesses respond to her provides a masterclass in what to do (and what not to do) when engaging with older consumers.
Unlike the restaurant, the grocery store overcame my mom’s skepticism by offering a worthwhile bargain. A friendly employee not only helped my mom overcome her learning curve but also boosted her perception of the brand. As a result, my mom has this brand’s app on her phone now, she can easily access it, she knows how to use it and how it will benefit her, and she knows that her frustration and her patronage are important to the brand. That’s how you get and keep a new customer.
Does your current digital marketing strategy meet the needs of all your customers?
When intelligently and compassionately implemented, a digital marketing strategy has the power to entice and engage customers of all ages – from Zoomers to Boomers. Is your current marketing strategy simplifying or complicating the lives of prospects? Are you offering unbeatable support online and off? Are you ready to make your marketing money count? Get in touch with me at Emery Designs today.
