3 Things Retailers Need to Know About
Marketing to Baby Boomers
Last week we posted the article 3 Things Retailers Need to Know About Marketing to Millennials hoping to provide inspiration to retailers who market to Millennials in-store. It only makes sense to follow up helping retailers with Baby Boomers, as they are the second largest population and number one when it comes to spending power.
Who are They?
This generation is currently 52 – 70, being born between 1946 and 1964. Some famous Baby Boomers include Bill Clinton and Meryl Streep.
- Grew up in a period with the highest divorce rates in history
- Post-WWII Babies
- American Dream was promised and pursued
- Vietnam War – Cold War
- The 70’s & Sexual Revolution
Marketing to Baby Boomers
1. Be A Person
Most Baby Boomers aggressively pursued the American Dream, they lived to work and were loyal to employers and careers. Baby Boomers like to know that the decision to spend their hard earned dollar at your store does not go unnoticed. It is important to make Baby Boomers feel welcomed and appreciated. Following this logic, Wal-Mart’s door greeters work great for this generation. Make Baby Boomers feel appreciated in your own way then offer them higher quality items, they will pay for it.
Action: Shed your convenience and fast-paced mentality from working with Millennials. Take your time when helping and interacting with Baby Boomers, be friendly and don’t be afraid of small talk.
2. Experience, Experience, Experience!
The setting, experience, and environment are all very important to Baby Boomers. They crave a more immersive experience and are the most likely to be loyal to a brand that offers it.
Action: Promoting seasonal or holiday opportunities work doubly well for Baby Boomers. The immersive merchandising often associated with holiday promotions will, as usual, increase purchases of your product, but secondly, raise brand loyalty with Baby Boomers.
3. Loyalty is Priceless
Baby Boomers grew up with microwaves and touch-tone phones. They are not as technology savvy as Millennials but they are savvier than you think. Baby Boomers will and do adopt loyalty programs and will turn in coupons even if they have to use an app.
Action: Don’t forget about Baby Boomers when you are designed a digital loyalty program or something of the sort. Baby Boomers display awards and certifications they have earned in public more than any other generation, so don’t rob them of the opportunity to earn your loyalty points because of a technology barrier that doesn’t exist.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!