Whether a new mattress, the summer vacation or grocery shopping for the weekend – millenials order almost everything on the Internet. Accordingly, e-commerce revenues are increasing year by year. But while Statista claims that every fifth person under the age of 50 shops online at least once a month, the proportion of 60 to 69 year olds is just 7.4 percent.
Sorry Amazon, Zalando and Co .: For older buyers often outweigh the benefits of brick-and-mortar retail. Although online shops can score points with diverse delivery, payment and return options, they can touch and test the desired product directly on site, but they still play an important role for the baby boomers and previous generations. More than a quarter of consumers therefore prefer offline shopping to online shopping.
The decisive factor here is also the social component. Older customers find shopping with friends and family an important social event and also attach great importance to expert advice on the ground. Such a positive and individualized customer experience ultimately has more weight for almost three-quarters than the cheapest price. Clever online retailers can use this knowledge to adapt to the needs of consumers over 50 years old. A worthwhile investment, because this age group is extremely wealthy.
The integration of WhatsApp for the Silver Surfer combines the best of two worlds: On the one hand, retailers stay in their digital comfort zone and at the same time face the desire for more personal interaction.
Which messaging app works best?
The answers to the question of which service is best for which shop are at least as diverse as the app landscape itself. For traders who are very active in China, for example, there is no way around WeChat. The app is used in the country of the middle of one billion people, making it the absolute market leader. By comparison, the Messenger of Facebook has 1.3 billion users worldwide and leads with well over 126 million users in the US the top there and also in the Nordic countries such as Scandinavia Facebook Messenger is widespread.
Globally, however, WhatsApp is and remains the absolute number one with 1.5 billion users. Besides Italy, Spain and India, Germany is one of the most active countries in the world.
Only recently, a representative survey conducted by Tyntec and the market research institute Innofact revealed that nine out of ten Germans regularly use the app.
The special feature: WhatsApp unites all age groups in this country. While a staggering 97 percent of 18 to 29-year-olds use the Messenger regularly, he is with 79 percent among the 50- to 69-year-olds in this age group almost as popular. Who wants to reach older groups of buyers, comes to Whatsapp so hardly over. While online retailers often lack confidence in best-agers, you have long since come to grips with the messaging service.
It seems that they too have discovered the benefits of unlimited availability via text, image and voice messages. And now they are not even writing them, who were so proud of their first Nokia with pull-out antenna, nor a 160-character SMS. Instead, they send emojis and even one or the other GIF into the family group.
This positive experience of the over 50s with the relatively young channel “WhatsApp” offers companies the ideal starting point. Through WhatsApp, they can build the personal contact that is even more difficult to reach online, which is so painfully missed in e-commerce. Just as in the store, a knowledgeable advisor can help with chat if any questions arise during the buying process.
It can also respond in real time if a customer has a problem with their order, wants to add something to it, or wants to cancel it. Unlike in the telephone conversation can also exchange images via messenger. In this way, problems that are often difficult to explain in the hotline – especially if you yourself are not an expert – can be better remedied.
However, there is another advantage for companies that should not be ignored: unlike newsletters, messages are actually read in WhatsApp. The classic news by email is opened by an average of just 20.8 percent of the recipients at all. By contrast, the rate of news via WhatsApp and Co. is a staggering 90 percent. A real pound.
This is another reason why the relatively new interpretation of the service hotline offers real potential for both sides. If you want to meet the demands of your older customers, you should always rely on secure communication via the WhatsApp Business API.
A survey by AARP Data found that consumers between the ages of 50 and 64 are particularly critical of other age groups when it comes to privacy and trusting their personal information. Only a certified account guarantees complete security and picks up the skeptical Silver Surfer, where they already feel perfectly well.
Stephanie Wißmann is Vice President Digital and Growth at tyntec