The next frontier of e-commerce: seniors becoming multi-channel shoppers, or better said, merged-channel shoppers.
New research from the USC Annenberg School Center for the Digital Future shows a new multichannel shopping trend among seniors: researching offline and then purchasing online. Two-thirds of people aged 50-69 researched offline before buying online, and more than one-half of consumers over 70 did so.
The bottom line: consumers of all ages will choose the right channel for them, and you better meet their needs and exceed their expectations. In orther words: satisfy them!
A good survey tool will allow you to segment by age so that you can see if this trend is true for your customers too, and if so, how you can maximize the relationship between various channels to encourage purchase and loyalty.
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