By: Cameron Rodriguez
Different generations of shoppers will hold different values based on the experiences they’ve had throughout life. When choosing a grocery store, these morals, values and experiences can lead shoppers to weigh certain aspects differently like social responsibility, value, product offerings, location and loyalty programs. One generation has some very unique characteristics and shopping behaviors. That generation is Baby Boomers, those born between 1946 and 1964. Below are three ways Boomers shop differently and how grocers can design stores to better serve them (and others).
1. They Prefer In-Store Shopping
The convenience of in-store pickup, curbside and delivery were enticing to many shoppers when they first became popular. And while many Baby Boomers used this service amidst the pandemic to stay safe, most have returned to store aisles with a preference on in-store experience. This is due in part to browsing in-store sales and examining the quality of meats, cheeses and other perishable items.
To keep encouraging happy in-store shoppers, positive experiences should be prioritized by stores. One way this can be accomplished is by keeping items front-faced, organized and easy to browse with pusher trays from Retail Space Solutions®.
2. They Seek Out Savings
Baby Boomers have witnessed the rise and fall of the economy living through several recessions including the Great Recession of 2008. These economic fluctuations have led many Boomers to be habitual price shoppers always keeping an eye on sales flyers, in-store promotions and discounts. These shoppers are 78% more likely than Gen Z to purchase an item that is on sale. A recent survey shows Baby Boomers decreased their spending on non-essential grocery items by 59% during the latest inflation rise compared to only 41% of Gen Z grocery shoppers. Baby Boomers are also often loyalty members at stores they frequent for member-exclusive savings.
“If you build it, they will come” A great sale, that is. Using pusher trays to display sale products keeps items organized while also being easier to stock quickly to prevent false out-of-stocks on sale items. Pusher trays not only condition products but keep the product rotation in check to prevent spoilage.
3. They Enter the Store with a Plan
Meal plans and lists often drive the items that end up in a Baby Boomer’s cart. They enter a store with a plan and a list of necessary ingredients to make recipes. Often, recipes they’ve been making for years. Boomers are less likely to choose pre-packaged meal kits as they prefer to cook many meals from scratch (which also contributes to cost savings). A clean, organized store can make finding these ingredients faster and easier leading to a positive perception of the store and a happy (return) customer.