Why Retailers Need to Support the Elderly and Vulnerable Online

This demographic traditionally shopped in physical stores before the pandemic forced them online. Many will remain loyal to e-commerce even after restrictions lift. Unlike tech-savvy younger shoppers, online purchasing represents unfamiliar territory for many elderly customers.

What Have Retailers Done So Far?

Retailers have implemented dedicated shopping hours, expanded delivery options, and redesigned websites for improved navigation. However, these measures address only part of the customer journey. The critical gap lies in post-purchase communication.

What Do Retailers Need to Do Next?

• Pre-purchase support -- help customers locate products easily
• Purchase assistance -- streamline the checkout process
• Real-time updates -- send proactive emails and SMS so the customer always knows where their parcel is
• Consistent branding -- ensure communications come from the retailer's brand to eliminate confusion
• Easy access -- direct customers to tracked pages within the retailer's ecosystem
• Post-delivery content -- offer videos, guides, and usage tips

Invest in Operations Experience

By taking communication control from third-party carriers, retailers can manage consistent, branded messaging while reducing customer service inquiries and building confidence in the purchasing process.

Delivering exceptional experiences to first-time online shoppers can transform shopping behaviors permanently, creating lifelong customers beyond the pandemic period.