Last year, Millennials may have surpassed Baby Boomers as the largest living generation, but Boomers are still a very important segment of the consumer population. After all, they still hold 70% of the nation’s wealth. With that in mind, here are five ways your small business can be successful at reaching Baby Boomers.
Reward Loyalty
If Baby Boomers like you, they will turn into repeat customers. If you offer a loyalty program, they will probably take advantage of it. If you do offer one, make sure you get as much information as possible regarding their shopping habits so you can target their wants and needs.
Offer Deals
Baby Boomers love a great deal. (Who doesn’t?) In fact, they are 75 percent more likely to make a purchase if they have a coupon or loyalty discount. However, don’t feel as though you have to have weekly sales; semi-annual “big event” sales appeal more to their generation. Deals don’t have to be just discounts either. They could be “buy something and get a free promotional item” too.
Provide Good Service
Baby Boomers also appreciate quality service. (Again, who doesn’t?) They still value personal interaction with store employees, so they delight in being welcomed and helped while they shop. On the other hand, they will likely be offended if salespeople ignore them. Millennials may be looking for an “experience when shopping. Boomers want service.
Have an Online Presence
This may surprise you but like every generation, Baby Boomers now do most of their research online. However, they’re not as inclined to engage with you via social media as Millennials are. Rather, they’re more apt to check if you’re offering any online or instore sales. Regardless, make sure your phone number, address, and hours are prominently displayed on both your website and social media pages.
Be Accommodating
Finally, it’s important to cater to the needs of every generation. You want to ensure that your store has ample lighting, non-skid or carpeted floors to reduce the chance of falls, wider aisles to accommodate mobility devices, and chairs or benches for shoppers to rest. While many Boomers are in excellent shape, as they age they will appreciate and look for these types of accommodations.
Are you catering to Boomers in your business? You should be. They’re fiercely loyal.
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