Seniors Order Online, Pick-up At Store

According to the results from a recent Nielsen global aging survey, as the world’s population lives longer, mature consumers are focused on staying active and being healthy. The World Health Organization reports that 2 billion people will be at least 60 years old by 2050, presenting a prime opportunity for retailers to take stock of the segment’s particular needs.

Nielsen, in considering retailers interest to better serve the needs of this growing and lucrative segment of health-focused seniors, finds that North American respondents in their recent study indicated that certain store features or services “don’t meet or only partially meet the needs” of aging consumers.

For example, says the report, only 37% of respondents believe stores provide adequate handicapped ramp and door access, and only 34% believe aisles are sufficient for handicapped accessibility. Additional areas of opportunity include providing electronic shopping carts and online delivery options, two categories that ranked low among North American respondents in terms of fully meeting aging consumer needs.

While the retail sector and industry experts don’t expect the convenience of online shopping to completely replace trips to the grocery store any time soon, says the report, digital is making significant strides with mature consumers, particularly Baby Boomers. While younger generations are already fluent with advancing technology, older generations are starting to use the Internet more readily for purchasing goods from vendors that offer home delivery, a key service that retailers can provide to consumers who don’t drive.

One in five North American respondents said they’re currently ordering online for home delivery of traditional grocery trips, and two-thirds expressed a willingness to use these services. The interest in online ordering can’t be ignored by brick-and-mortar retailers, concludes the report. The survey results suggest that many consumers are willing to click and collect from brick-and-mortar retailers if online ordering is offered and pick-up options exist either inside a store, at a drive-through window or at curbside.

Increasing Interest in “Click and Collect” (% of Respondents)


Global Average

North America


Already Using

Definitely, Somewhat Willing

Already Using

Definitely, Somewhat Willing


Order online for home delivery





Order online, pick-up in store





Order online, pick-up via drive thru





Order online, pick up curbside





Source: Nielsen Global, 2013, June 2014

For additional information from Nielsen, please visit here.

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