{"id":"7726","date":"2021-03-23T07:00:00","date_gmt":"2021-03-23T14:00:00","guid":{"rendered":"https:\/\/www.pickfu.com\/blog\/?p=7726"},"modified":"2023-10-23T19:40:26","modified_gmt":"2023-10-24T02:40:26","slug":"baby-boomer-marketing","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/","title":{"rendered":"5 ways to attract baby boomers to your Amazon store"},"content":{"rendered":"\n

Thanks to Jake Rheude of Red Stag Fulfillment for this guest post on how baby boomer marketing can help drive traffic to your Amazon store<\/a>. <\/em><\/p>\n\n\n\n

Let\u2019s not pretend that 2020 was sunshine and daisies; it sucked. But from an economic perspective, it catalyzed the transition from retail to e-commerce, by some estimates<\/a> squeezing up to 10 years\u2019 worth of growth and adoption into those first few critical lockdown months.<\/p>\n\n\n\n

Millennials and Gen X consumers preferred e-commerce over in-store shopping long before COVID-19 was a thing, and now it appears baby boomers are following their lead. A few months into the pandemic, more than half of baby boomers said they were spending more money online<\/a>.<\/p>\n\n\n\n

Now that boomers are becoming more comfortable with e-commerce, it\u2019s time for retailers, and Amazon sellers<\/a> in particular, to reevaluate the online shopping experience with a focus on baby boomer marketing. <\/p>\n\n\n\n\n\n\n\n

Here are five ways to make your store more appealing to boomers. Some of these are exclusive to Amazon, but they are all worth considering wherever you engage with the 55-and-older demographic online.<\/p>\n\n\n

1. Make sure your Amazon store is Prime<\/h2>\n\n\n

This tip is the most obvious and the most important. Shoppers, especially baby boomers, love free shipping<\/a>, which is one perk of being an Amazon Prime member.<\/p>\n\n\n\n

Not surprisingly, Amazon Prime memberships in the U.S. increased<\/a> dramatically across all age groups during the initial lockdown phase of 2020. Boomers virtually kept pace with millennials, who make up the bulk of Prime members.<\/p>\n\n\n\n

If there\u2019s only one thing you do to make your Amazon store more attractive to boomers, it\u2019s to become a Prime seller (if you\u2019re not already, of course). Sign up for Fulfillment by Amazon or with a third-party logistics provider for Seller Fulfilled Prime<\/a>.<\/p>\n\n\n

2. Use video demonstrations and 360-degree product imagery<\/h2>\n\n\n

Boomers prefer in-store shopping<\/a> more than any other demographic. It stands to reason that an online shopping experience will be more attractive to them if you emulate in-store shopping as much as possible.<\/p>\n\n\n\n

Two ways to do this in your Amazon store are with video demonstrations and 360-degree product imagery<\/a>. Both emulate the visual aspects of shopping in person. It\u2019s one thing to look at a two-dimensional product photo, and another to see that same product rendered from all sides. For someone who wants to \u201ctry it before they buy it,\u201d a video demo may help them better understand the product and feel confident they\u2019re buying something of value.<\/p>\n\n\n\n

One example of a store that uses video to its advantage is Vive, which sells physical therapy aids and other products geared toward older populations. Vive produces a series of simple educational videos explaining how to use its products like this shoulder brace: <\/p>\n\n\n

\n
\"Baby<\/a>
Source: Vive Amazon Store<\/a><\/figcaption><\/figure><\/div>\n\n\n

There\u2019s another reason to beef up the visual offerings of your Amazon store. As boomers age, they\u2019re likely to experience issues such as macular degeneration, glaucoma, and hearing loss. <\/p>\n\n\n\n

Amazon has made strides when it comes to accessibility<\/a>, but adding narrated video and product descriptions, zoomed-in photos, and 360-degree photography will make shoppers with vision or hearing issues feel even more comfortable in your store.<\/p>\n\n\n

3. Use models who are baby boomers themselves<\/h2>\n\n\n

People are more likely to relate to a product or service if they see someone who looks like them using it. Think about how this applies to the way you market your products<\/a> on Amazon. If you cater to older customers, it might be helpful to include product photos of models who appear to be around the age of your target audience<\/a>.<\/p>\n\n\n\n

Take a look at GreatCall, an electronics company that makes phones and medical alert devices for older consumers. The product photos in their store feature models who are middle-aged or older, most with gray hair and wrinkles.<\/p>\n\n\n\n

In the product shot below of GreatCall\u2019s Jitterbug smartphone, you see the veined hands of a female model and, in the blurred foreground, her gray hair.<\/p>\n\n\n

\n
\"Baby<\/a>
Source: GreatCall Amazon Store<\/figcaption><\/figure><\/div>\n\n\n

It would be less realistic if GreatCall were to feature a younger model using one of its devices. That isn\u2019t to say there aren\u2019t young people who may use and benefit from its products. But the majority of GreatCall’s customers probably appreciate the use of models who resemble them.<\/p>\n\n\n

4. Use language that conveys ease of use<\/h2>\n\n\n

No one, young or old, likes to read instruction manuals. (The Washington Post<\/em> chronicled this<\/a> decades ago and it still holds true.) And few shoppers, especially boomers, welcome the thought of having trouble operating a new product they just bought. It\u2019s important that you sell them on the idea that what they\u2019re buying will work the moment they take it out of the box.<\/p>\n\n\n\n

Words that convey simplicity, such as easy<\/em>, quick<\/em>, instant<\/em>, and simple,<\/em> are your friends here. GreatCall, the company we mentioned earlier, uses the phrase easy-to-use<\/em> in its product names and descriptions.<\/p>\n\n\n\n

Of course, don\u2019t forget to design a product that\u2019s actually<\/em> easy to use!<\/p>\n\n\n

5. Answer every question<\/h2>\n\n\n

You should do this no matter which demographic you cater to. When an Amazon customer has a question<\/a> about a product, answer it!<\/p>\n\n\n\n

While Amazon says customers can expect a seller to respond within two days, the sooner you reply back, the fresher the experience will be in your customer\u2019s head. For boomers making the decision to buy from you, getting the information they need as soon as possible will give them peace of mind. <\/p>\n\n\n

Baby boomer marketing: key takeaways<\/h2>\n\n\n

When it comes to making your Amazon store more appealing to baby boomers, don\u2019t overthink it. As you can see from these five tips, how you market and sell to boomers should reflect Amazon\u2019s mission: to be the most convenient online store on Earth.<\/p>\n\n\n\n

If you take that to heart and center your customer in everything you do, you\u2019ll set yourself up for success as an Amazon seller.<\/p>\n\n\n\n

Jake Rheude is vice president of marketing for Red Stag Fulfillment<\/a>, an e-commerce fulfillment warehouse born out of e-commerce. He has years of experience in e-commerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.<\/em><\/p>\n","protected":""},"excerpt":{"rendered":"

Thanks to Jake Rheude of Red Stag Fulfillment for this guest post on how baby boomer marketing can help drive traffic to your Amazon store. Let\u2019s not pretend that 2020 …<\/p>\n","protected":""},"author":"26","featured_media":"7729","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["17","29","30"],"tags":["48","379","108","159"],"acf":[],"yoast_head":"\nBaby boomer marketing online: 5 tips for Amazon sellers - The PickFu blog<\/title>\n<meta name=\"description\" content=\"Baby boomer marketing done right can drive traffic to your Amazon store. Here are five ways sellers can appeal to baby boomer consumers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Baby boomer marketing online: 5 tips for Amazon sellers - The PickFu blog\" \/>\n<meta property=\"og:description\" content=\"Baby boomer marketing done right can drive traffic to your Amazon store. Here are five ways sellers can appeal to baby boomer consumers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"The PickFu blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pickfu\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-23T14:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-24T02:40:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/03\/a-man-baby-boomer-checks-his-phone-in-a-restaurant-at-night.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1680\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Guest Author\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@pickfu\" \/>\n<meta name=\"twitter:site\" content=\"@pickfu\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guest Author\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\"},\"author\":{\"name\":\"Guest Author\",\"@id\":\"https:\/\/blog.pickfu.com\/#\/schema\/person\/1ad0f885ea032e43a3ce5cab669539fb\"},\"headline\":\"5 ways to attract baby boomers to your Amazon store\",\"datePublished\":\"2021-03-23T14:00:00+00:00\",\"dateModified\":\"2023-10-24T02:40:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\"},\"wordCount\":1043,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.pickfu.com\/#organization\"},\"keywords\":[\"Amazon\",\"baby boomers\",\"e-commerce marketing\",\"selling on Amazon\"],\"articleSection\":[\"E-commerce\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\",\"url\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\",\"name\":\"Baby boomer marketing online: 5 tips for Amazon sellers - The PickFu blog\",\"isPartOf\":{\"@id\":\"https:\/\/blog.pickfu.com\/#website\"},\"datePublished\":\"2021-03-23T14:00:00+00:00\",\"dateModified\":\"2023-10-24T02:40:26+00:00\",\"description\":\"Baby boomer marketing done right can drive traffic to your Amazon store. Here are five ways sellers can appeal to baby boomer consumers.\",\"breadcrumb\":{\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blog.pickfu.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"5 ways to attract baby boomers to your Amazon store\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.pickfu.com\/#website\",\"url\":\"https:\/\/blog.pickfu.com\/\",\"name\":\"The PickFu blog\",\"description\":\"How-to guides, customer success stories, and news about PickFu\",\"publisher\":{\"@id\":\"https:\/\/blog.pickfu.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.pickfu.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/blog.pickfu.com\/#organization\",\"name\":\"PickFu\",\"url\":\"https:\/\/blog.pickfu.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.pickfu.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2020\/08\/logo-large-transparent-1.png\",\"contentUrl\":\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2020\/08\/logo-large-transparent-1.png\",\"width\":1800,\"height\":600,\"caption\":\"PickFu\"},\"image\":{\"@id\":\"https:\/\/blog.pickfu.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/pickfu\",\"https:\/\/twitter.com\/pickfu\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.pickfu.com\/#\/schema\/person\/1ad0f885ea032e43a3ce5cab669539fb\",\"name\":\"Guest Author\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.pickfu.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9b2e2248e4363ce96bc72de21223126b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9b2e2248e4363ce96bc72de21223126b?s=96&d=mm&r=g\",\"caption\":\"Guest Author\"},\"url\":\"https:\/\/blog.pickfu.com\/author\/guest\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Baby boomer marketing online: 5 tips for Amazon sellers - The PickFu blog","description":"Baby boomer marketing done right can drive traffic to your Amazon store. Here are five ways sellers can appeal to baby boomer consumers.","robots":"Array","canonical":"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Baby boomer marketing online: 5 tips for Amazon sellers - The PickFu blog","og_description":"Baby boomer marketing done right can drive traffic to your Amazon store. Here are five ways sellers can appeal to baby boomer consumers.","og_url":"https:\/\/blog.pickfu.com\/baby-boomer-marketing\/","og_site_name":"The PickFu blog","article_publisher":"https:\/\/www.facebook.com\/pickfu","article_published_time":"2021-03-23T14:00:00+00:00","article_modified_time":"2023-10-24T02:40:26+00:00","og_image":"Array","author":"Guest Author","twitter_card":"summary_large_image","twitter_creator":"@pickfu","twitter_site":"@pickfu","twitter_misc":"Array","schema":"Array"},"author_meta":{"display_name":"Guest Author","author_link":"https:\/\/blog.pickfu.com\/author\/guest\/"},"featured_img":"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/03\/a-man-baby-boomer-checks-his-phone-in-a-restaurant-at-night-357x300.jpg","coauthors":[],"tax_additional":{"categories":"Array","tags":"Array"},"comment_count":"0","relative_dates":{"created":"Posted 5 years ago","modified":"Updated 3 years ago"},"absolute_dates":{"created":"Posted on March 23, 2021","modified":"Updated on October 23, 2023"},"absolute_dates_time":{"created":"Posted on March 23, 2021 7:00 am","modified":"Updated on October 23, 2023 7:40 pm"},"featured_img_caption":"A man baby boomer checks his phone in a restaurant at night","series_order":"","_links":{"self":[{"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/posts\/7726"}],"collection":[{"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/comments?post=7726"}],"version-history":[{"count":7,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/posts\/7726\/revisions"}],"predecessor-version":[{"id":13426,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/posts\/7726\/revisions\/13426"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/media\/7729"}],"wp:attachment":[{"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/media?parent=7726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/categories?post=7726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.pickfu.com\/wp-json\/wp\/v2\/tags?post=7726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}