Detailed, accurate and varied product imagery, along with immersive experiences, can provide boomers with the confidence they need to make an online purchase.
Making the information as simple and accessible as possible—and providing it all in one online touchpoint—takes the risk out of a purchase. Retailers who think of the product description page as the online version of a customer standing in front of a product in the aisle of a store will put themselves in the mindset of a boomer. Things like automated video play for a product video or offering a “see it in your home” AR option will ease the pains of the in-store to online transition.
It’s clear that addressing boomers’ concerns and helping them gain confidence in purchase decisions will provide short-term payoffs in an environment where quick wins are crucial. But the long-term implications shouldn’t be ignored. Generational decision-making is powerful, and brands and retailers that engender loyalty with boomers now will see the benefits of boomers’ children and grandchildren following suit.
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