With all the publicity surrounding new generations of consumers, it’s easy to lose sight of the older segments. Nowadays, other generations see a lot of the spotlight, whereas the baby boomers, even though they still have great spending power and customer engagement potential, are neglected by numerous brand as they falsely consider them an inactive category.
Brands, instead, should continue to have as a top priority to secure the customer loyalty of this generation. They certainly differ from the other generations, but that does not make them any less eager or willing to engage with brands that understand how to promote the customer experiences they prefer.
Even though marketers consider boomers as a totally differentiated category there are some similarities among generations. They are more likely to demonstrate loyalty to brands that value exceptional customer service, offer a true value proposition, and are characterized by simplicity. There is a misunderstanding here, the term “simplicity” does not necessarily mean “old fashioned”. They often conduct research before buying a product or service, and often use online channels to do so. Marketers shouldn’t neglect digital customer engagement while attempting to communicate with older consumers.
By rewarding consumers from different generations for taking surveys, tweeting, posting comments or pictures, writing reviews, opening emails etc., brands can begin interacting with customers across a much more dynamic range of touch points. These are the kinds of relevant and meaningful customer experiences that can begin winning brand loyalty and inspire true advocacy. QIVOS (former CLOUDBIZ) has implemented numerous loyalty programs including the above tools to attract baby boomers and not only.
They use the Internet to search for answers and read recommendations before making purchases, and social media to stay in touch and share news with family and friends. They may still rely on television, newspapers, magazines, and radio for information but that doesn’t make them “old fashioned”. They are willing to modify purchasing behaviors and make changes if there are convincing reasons to do so.
Therefore, brands should use a mix of marketing strategies, channels, and messages to engage this particular audience. Baby boomers are appreciating loyalty programs that help them save money, they also favor cash back or credit, free products, coupons and the chance to use loyalty program points to make donations to charities. They are certainly considered a loyal group of customers with not high tendency to switch from one brand to another, unless there are reasonable arguments to do so.
Summing up, loyalty requires a relationship with brands eager to offer exceptional customer value through great service. They must show value, remain persistent, and continually offer simple options and features on websites.
