When we think of those over 55, many ideas may spring to mind, but perhaps the concept of digital consumers is not one of them. We tend to label this group as a generation disconnected from technology in general, and from digital consumption in particular. This perception, however, is far from the reality.
According to the results of our research “Zen Gen’s Digital Behaviours” , carried out among more than 1,500 consumers in the United Kingdom, Spain and Mexico, we can see how Zenners (the population between 55 and 75 years old) have incorporated digital habits into their daily consumption patterns. The research concluded that, in fact, they are digital pioneers.
Zenners have been dealing with online products and services for more than two decades, so it is not surprising that more than 80% of them have bought online at least once, and that more than 40% of them do so on a regular basis. Moreover, these habits have been reinforced in 2020 due to the global pandemic.
“We tend to label the generation between 55 and 75 as disconnected from technology when, in fact, they are digital pioneers”.
During our research we also learned that trust is the most important element for this group when consuming products and services online. For this reason, the brands they tend to look for in digital are the same brands they consume in retail. This also means that for the digital experience to be satisfactory, it must take place in a completely safe and user-friendly environment.
Insurance company Santa Lucía was aware of the potential of the Zen Gen, and thus decided to develop a platform to offer value added solutions and services for the 55 to 75 year old target – both customers and non-customers – such as travel, health services, leisure plans, promotions for products and services, etc. The project sought to provide users with an eCommerce within an omnichannel strategy where personalised attention channels would be especially important to offer products and services to this audience, such as travel offers, discounts on eyeglasses or health insurance, among others. And that is how Temmpo was born.
Technological development designed for comprehensive management and care
We developed the website on Magento’s ecommerce platform, which offers many possibilities in terms of scalability, adaptability, security and speed. Clients could register in the community through the website itself, as well as find different promotions of products and services and buy them online or over the phone.
The website had a payment gateway where users could register and renew their cards, and was connected to the call centre’s CTI in order to directly assist customers (queries, support, incident resolution, etc). 67% of Zenners prefer to contact brands through the phone, so we considered it essential to give special prominence to this channel in our approach.
The technological solution was integrated with Santa Lucía’s CRM (Salesforce) for commercial and supplier management, and with the ERP (SAP) for invoicing and accounting. In addition, we also included different email and SMS marketing tools to track leads and contacts in real time.
The entire technological development was conceived around an omni-channel commercial strategy, offering support and communication options at all customer touchpoints. Users could interact simultaneously through different channels, for example, initiating a transaction online and completing it over the phone. In this way, diverse forms of interaction were offered throughout the entire customer journey.
Creating a friendly and easy user experience
In our Zen Gen research, we found out that, while the computer remains the main channel for accessing the digital environment in the UK, users in Spain and Mexico prefer mobile phones. Making it easier for seniors to go online, using the devices that are most comfortable for them is crucial, which is why we optimised Temmpo’s design for tablet, mobile and desktop.
In order to facilitate a seamless experience that aligned to the needs and features of Zenners, we gave usability special priority within this project. To make the Temmpo experience as easy as possible, we adapted the user interfaces to the target audience following a methodology divided into three phases:
- First, we defined content and copy that, besides reflecting the values of the community, also connected with the client on an emotional level.
- Then, we focused on the user experience, always aiming to make the user feel comfortable and safe. We developed potential use cases, mapping how the system might respond to each of them, and then translated them into wireframes that were tested by the team and the customers.
Finally, we designed the interaction flows and the visual identity, taking into account our findings from previous phases.
We completed the technological development with a series of dashboards that allowed us to visualise and interact with the available information in a simple and practical way. The dashboards integrated data from different sources – customers and suppliers from Salesforce, sales from SAP, traffic from Google Analytics, campaigns from Mailchimp – so that administrators could see conversion funnels represented in real time, evaluate the impact of campaigns, access information about suppliers, etc.
In short, we developed a comprehensive project for Temmpo’s commercial cycle management, including web design and the entire back and front office architecture. We chose the most appropriate technological solutions to ensure maximum functional flexibility and scalability. And above all, we developed a project focusing on a type of consumer who, despite prejudices and clichés, has a lot to contribute to the digital economy.