My Grandfather is called ‘BABA’
That was a lazy Sunday morning when my phone rang with baba flashing on the screen. As the happiness in their voice echoed into my ears, I felt that my Sunday has been fruitful, at 9 in morning.
When I returned home in vacations I explained ‘my baba’ the online shopping.
He uses a smartphone, is active on WhatsApp, but online shopping was something new for him. I installed in his phone some shopping applications for him to explore further. Of course, he was happy to see all apparels, home décor and personal care on his mobile screen. He can order anything and everything online on days he cannot go out to buy stuff that frees him from the burden of dependability on others.
|‘A MAN GROWING OLD BECOMES A CHILD AGAIN‘ – Sophocles|
As days passed by, he kept calling me and sending me screenshots of the stuff he liked. But he was hesitant in placing his very first order. He said he was skeptical for the brand and the quality, the two things he cannot compromise with especially if he is purchasing commodities of the brands he is aggressively loyal. I think that is the general doubt that comes in the minds of everyone. I am loyal to Vero Moda and if I am ordering a dress of Vero Moda from any of the online shopping applications, I expect it not to be forged and the brand to be true.
Younger generation may still compromise to a certain extent but if online shopping has to be made influential amongst our grandparents the applications need to win their trust from time to time. The online shopping websites should ensure that the merchants selling the products on their website are of the promised quality and absolute brand, refraining strongly from local and duplicate brands.
While grandparents predominantly shop at brick and mortar stores, 63 % shop online in US particularly, the trend, although, may not be the same in India. Here most of the grandparents like stores because it gives them an opportunity to interact with other humans. They love the sight of children happily choosing their favorite things, sound of young couples selecting the perfect painting and suggestions of the staff as to which shoe would fit him the most perfectly.
|Online shopping has to make provisions to engage grandparents some way or the other, make their websites user interface inspiring for grandparent to visit them and order from their websites. The ordering process has to be made smoother and simpler for grandparents to be able to do shopping independently. Independent shopping as an idea has to be circulated by online shopping websites to succeed among older generations.
ShoppingNU has already given a start to this. Thanks!
Online shopping has to make provisions to engage grandparents some way or the other, make their websites user interface inspiring for grandparent to visit them and order from their websites. The ordering process has to be made smoother and simpler for grandparents to be able to do shopping independently. Independent shopping as an idea has to be circulated by online shopping websites to succeed among older generations.
I make it a point to call customer service if my product delivery is late or I have to register any complaints for the product. Older generations have little patience for these things. They get a frown by even the idea of doing so much effort to be spent on phone complaints and mail replies. Online stores need to provide hassle free services. They collect so much data from their customers including age and gender demographics, they should provide customized services and more friendly environment to older people so that their complaints are addressed quickly and effortlessly.
The over 60 population that accounted for less than 7% of the total population in 1991 is expected to increase to more than 10% by the year 2021. In actual numbers this will total to more than 140 million elderly more than the size of
Germany and France put together today. Online shopping stores need to utilize this tremendous resource and make policies for better feasibility and fill the gaps that correspond to the needs of the elderly.
India has a rich culture. Elder people have served as a benchmark for younger generation since ages. Online stores especially focusing the Indian demographics can take advantage of this opportunity and enhance their online sales, spread their reaches far and wide.
Love you BABA!