How Grocers Can Better Serve Seniors Online

There are signals that the COVID-19 pandemic is driving further digitalization of the grocery shopping experience, and grocers can take measures to help seniors leverage this trend, reports Progressive Grocer . One piece of advice is for grocers to offer guides for using online ordering systems on paper to seniors shopping in stores, and through email/mailings to older customers at home. Also suggested is providing personalized grocery shelves with likely options in categories that appeal to seniors — like heart-healthy meals — and making product information easily accessible online. Supermarket operators also can eliminate financial obstacles like fees and added product costs, accept coupons in online platforms, permit shoppers to spot bargains and compare items easily, and suggest group deliveries to assisted-living communities. Grocers are additionally advised in their search design process to prioritize a conversational user interface with voice input, while minimizing keyboard input. They also should clearly and specifically explain the advantages of checking out as a guest, creating a new account, or signing in as a customer. Another way of helping is to leverage trust in the store and its staff by having personnel recommend the online service during senior hours. Finally, grocers could add bundled meals as an option for shoppers to choose items on their lists, and pilot technologies like digital shelves that connect online list planning to guided in-store experiences.