E-commerce: Older customers are better customers

Silver surfers: fewer abandoned shopping baskets due to technical problems
Internet surfers over 60 " the so-called silver surfers " are less demanding online shoppers than their younger counterparts. Whereas three quarters of those under 30 believe holding a shopping basket open for a longer time is one of the most important technical criteria influencing their choice of online shop, just over half of the over-60s agree. The lower demands made by older customers is reflected in the fact that very few decide to abandon a shopping basket before check-out. Just a quarter of the silver surfers choose to leave the shop, e.g. because they encountered technical difficulties. These are the results of the "Customer Concerns: Online Shopping" study carried out by novomind AG and the F.A.Z.-Institut.

Special offers and range of payment methods are less important for older customers
Older customers therefore tend to reach check-out more often than younger shoppers. Even during the payment process, older buyers are the less complicated customers. Whereas 75 percent of surfers under 30 request a discount at check-out, only 55 percent of solver surfers expect the same rebate. And silver surfers are less interested in the range of payment methods on offer – and abandon their purchases at check-out less frequently. One in four surfers under 30 has at some point abandoned their basket at check-out because they were unable to pay by direct debit or bank transfer. Just one in ten customers over 60 has previously abandoned a purchase for this reason.

Older customers are looking for the personal touch in the online shopping world
The only area in which older customers are more demanding is the personal attention and assistance which they receive in the online shop. For example, 40 percent of solver surfers would like to see more virtual assistants to accompany them during the online shopping spree. Older customers’ preference for digital technologies is well above average in this respect. Just one in five of those who participated considered a web-shop assistant to be important. But silver surfers like to see the personal touch among the bits and bytes: 72 percent would even like to receive personalized product assistance for complex queries and 40 percent would prefer this assistance to be provided in the form of a live chat connecting them to a customer call center.

Low level of trust in online shop security
Many shoppers have security worries once they have filled their baskets and proceeded to check-out. Many are afraid that no adequate measures will be taken to protect their personal data. Just one in six internet shoppers has absolute faith in the level of security provided by the shop. Almost half of all customers only provide personal data when shopping with known providers. More than 35 percent prefer to shop anonymously.

novomind: software solutions for professional customer communication
novomind AG is the leading provider for digital customer communication solutions enabling optimized processes and lower costs. The product department’s portfolio includes e-mail management systems, as well as virtual customer services assistants and systems for interactive communication in real time. The novomind services department develops complex e-business applications, including scalable online shop solutions. novomind’s products and solutions focus on future-oriented service, efficient and personalized communication, and higher-performance administration. A rapid ROI is guaranteed and ongoing, long-term customer loyalty ensured. Leading companies from across the market sectors – including Bertelsmann Der Club, Otto, Sparkasse Erlangen, BKK Gesundheit, Travelocity and Hannoversche Leben, as well as public sector representatives such as the German Federal Ministry of Health and Social Security (BMGS) – have already successfully implemented novomind systems to boost customer loyalty, turnover and public relations.

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