According to the World Health Organization, 2B people will be 60+ by 2050. As well, a recent Nielsen survey on aging consumers indicated that certain store features or services “don’t meet or only partially meet the needs” of that population. This presents a prime opportunity for marketers and manufacturers, particularly in the area of e-commerce and on-line everything. Online shopping is not expected to supplant the grocery store anytime soon, but older generations are embracing the ease and convenience online shopping – particularly the home delivery aspect. This will only continue as digital immigrants such as the boomers and gen x-ers age.
Forward-thinking retailers should begin now to imagine what in-store tasks and services can migrate online. Could baby boomers be the group that kicks online grocery shopping into gear? What innovation could that shift bring?