By Carl Arnheiter
Online Editor
Web Posted: January 5, 2001.
New York (January 5, 2001)—A number of recent surveys show the Baby Boomer generation to be the backbone of the e-commerce game, shifting focus from the teen set to a "greener" crowd. Though they are not yet carrying the online economy, they are a strong, growing presence with money to spend.
According to Candace Corlett, senior partner at WSL Strategic Retail, sites should "emphasize service over price. The 50-plus crowd has cash to toss around online."
Baby Boomers are "experienced shoppers," so "late packages, wrong orders, poor customer assistance and out-of-stocks are poison."
Sites themselves should be free of animated graphics and high-end technology, which are used liberally to attract a younger set. Corlett said the boomer generation could easily turn back to brick-and-mortar stores, cautioning that, "to lure the boom's leading edge, you have to promise more. Just being trendy is not much of a come-on. This group has been trend-setting for decades. Promise them an edge, a head start, an inside scoop, a tip. Now they're clicking." |
