Shopper Marketing - February 2016 - 21


or were caring for their grandchildren, 25% of
Boomers surveyed had kids ages 6-12 in their
household and 59% were sharing the house
with kids under age 21.
"You better believe that's going to impact
the products they buy and the types of retailers they shop at," Craig said.
Many Boomers prefer local stores that they
can walk to, with 32% of Boomers shopping
two or more times each week and some saying they're in a store every day. That's partially
because they have smaller houses, so they're
unlikely to buy in bulk even when shopping for
multigenerational households. While the retailers surveyed assumed that Boomers would
be very loyal to the stores they'd shopped at
for years, the fact is that the demographic is
willing to experiment and an increasing number of Boomers are spending money at alternative grocers such as Whole Foods Market
and Trader Joe's.
Catapult also found that 45% of Boomers
felt that they were "somewhat" or "very" financially stable, ranking better in that area than
Millennials. Boomers also had higher household incomes on average than Millennials.
"Why should we continue to care about
the Boomer shopper?" Craig asked. "They still
have very busy and active lives. Their lives have
changed, so they're looking for something a little more convenient. They're shopping for themselves, for their grandchildren, and in those cases where they still have elderly parents, they're
shopping for them as well. They have the money
to spend and they're not afraid to spend it."
That desire for convenience has led many
boomers to use the Internet or smartphones
to shop, primarily through Amazon.com or

Walmart. They also use smartphones to inform
their store trips, with 43% turning to mobile to
find specials, sales and coupons.
One of the categories that would be best
served by appealing to Baby Boomers is OTC.
While 71% of boomers rate their health as
"good" or "excellent," even the healthiest and
most proactive among them suffered from
five conditions on average. The demographic
wants to feel good and live better and longer
and are often treating their health issues with
OTC products.
Within the cohort, there are two categories
that are most significant to OTC brands. "Successful Solution Seekers" are eager to explore
medical innovations, while "Busy, Determined
Survivors" skew younger and female and are
stressed, tired or worn out from caring for others.
Both groups are more driven by results than
a SKU's price. They want to be sure stores have
their preferred OTC product in stock and that
it'll be easy for them to buy other items on
the same trip. They also value knowledgeable
pharmacists, friendly and courteous salespeople, well-organized stores and short checkout
lines. Unfortunately retailers are often too focused on what they incorrectly assume Boomers want out of an in-store experience, namely
larger font sizes on signage and more personalized attention from employees.
"They don't need you to make things easier
for them to read, thank you very much," Craig
said. "Stop thinking of them as old. Yes, they
wear glasses, but that's not going to make
the shopping experience any easier for them.
What they really do want, what really would
make shopping easier for them is basic comSM
mon courtesy."
FEBRUARY 2016 SHOPPER MARKETING y

21


http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
Shopper Marketing - February 2016 - 19
Shopper Marketing - February 2016 - 20
Shopper Marketing - February 2016 - 21
Shopper Marketing - February 2016 - 22
Shopper Marketing - February 2016 - 23
Shopper Marketing - February 2016 - 24
Shopper Marketing - February 2016 - 25
Shopper Marketing - February 2016 - 26
Shopper Marketing - February 2016 - 27
Shopper Marketing - February 2016 - 28
Shopper Marketing - February 2016 - 29
Shopper Marketing - February 2016 - 30
Shopper Marketing - February 2016 - 31
Shopper Marketing - February 2016 - 32
Shopper Marketing - February 2016 - 33
Shopper Marketing - February 2016 - 34
Shopper Marketing - February 2016 - 35
Shopper Marketing - February 2016 - 36
Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
Shopper Marketing - February 2016 - 39
Shopper Marketing - February 2016 - 40
Shopper Marketing - February 2016 - 41
Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
Shopper Marketing - February 2016 - 48
Shopper Marketing - February 2016 - 49
Shopper Marketing - February 2016 - 50
Shopper Marketing - February 2016 - 51
Shopper Marketing - February 2016 - 52
Shopper Marketing - February 2016 - 53
Shopper Marketing - February 2016 - 54
Shopper Marketing - February 2016 - 55
Shopper Marketing - February 2016 - 56
Shopper Marketing - February 2016 - 57
Shopper Marketing - February 2016 - 58
Shopper Marketing - February 2016 - 59
Shopper Marketing - February 2016 - 60
Shopper Marketing - February 2016 - 61
Shopper Marketing - February 2016 - 62
Shopper Marketing - February 2016 - 63
Shopper Marketing - February 2016 - 64
Shopper Marketing - February 2016 - 65
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Shopper Marketing - February 2016 - 67
Shopper Marketing - February 2016 - 68
Shopper Marketing - February 2016 - 69
Shopper Marketing - February 2016 - 70
Shopper Marketing - February 2016 - 71
Shopper Marketing - February 2016 - 72
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Shopper Marketing - February 2016 - 79
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Shopper Marketing - February 2016 - 84
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Shopper Marketing - February 2016 - 86
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Shopper Marketing - February 2016 - 90
Shopper Marketing - February 2016 - 91
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Shopper Marketing - February 2016 - 125
Shopper Marketing - February 2016 - 126
Shopper Marketing - February 2016 - 127
Shopper Marketing - February 2016 - 128
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