Marketing to the tech savvy millennials is easier, considering that web-related platforms are faster to set up than a retail shop. But what if you run a well-established small business that caters to the older demographic and want to go digital?
Determine the consumer behaviour.
Conduct a survey to ask your customers if they're comfortable shopping online. Older people tend to be intimidated with technology, but there can be some who are open to learn. Plus, there's probably a niece or nephew who can help them out with the basics. If more than 20 per cent of your customers agree then you can start an online shop to go along with your store.
Facebook it.
Set up a Facebook page and add a link to a business card or print it on the packaging. Monitor the page, see if it takes off, and find out the kind of demographic it attracts. This will also give you the chance to broaden your target market.
Simplify your online store.
Make sure that your website is easy to navigate, includes clear instructions, and has a responsive layout. Avoid fancy formatting and use easy-to-read fonts. Keep animations to a minimum. Ensure that your images are not too heavy. A simple website is easier to load, run, and maintain. Opt for a minimalistic website because it emphasises important elements.
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