Over 55's - Create better online Shopping experiences

Following on from our initial focus of re-building trust and leveraging confidence in over 55's, we now look at how retailers can create better online shopping experiences with the needs and expectations over 55's at the forefront of design.  

Rethink the online shopping experience with desktop journeys first!  


There’s been a forced shift to online shopping over the last 8 weeks. Many older shoppers who have resisted for some time have had no other option and spend for over 55’s has nearly doubled throughout March and April but operational challenges haven’t lead to perfect experiences.


Brand and category promotions have been removed in favour of websites that function as well as possible, and the lack of delivery slots has been frustrating.


Despite this, this acceleration in market share will have a permanent effect with the rise to over 10% of grocery sales happening through online channels unlikely to drop dramatically.


FMCG brands and retailers must take the opportunity to refocus on improving the experience to make this a channel of choice rather than necessity.


For shoppers over 55, this tends to be done through a laptop rather than a smartphone app, so there’s more opportunity to improve the browsing experience.


Breaking out of logical organisation to inspiring categories would be a good first step as well as more campaigns that bring ‘retailtainment’ to the web.



  • Develop bespoke campaigns for older shoppers through .com
  • Work with retailers to revolutionise the shopping experience
  • Consider online sampling mechanics and more pre-store touchpoints to get on the shopping list.


Over 55's Re build trust and leverage confidence

Over 55’s are the most valuable group of shoppers in the UK, they are most affected by the global pandemic and likely the last group to be considered by marketeers when planning campaigns. The first of our 5 areas of focus to address the current and anticipated needs of this group is to re-build trust and leverage confidence - How?  

BS101 - Just for fun

You’re back for more? 

Onwards to BS101 lesson number two of using insights from Behavioural Science to help you create campaigns that stand out from the crowd. Let’s get ready to turn browsers into buyers!

BS101 - Make Your Choice

Retailers and brands are always keen to get into the head of the shoppers and find out what makes them tick, think, act, shop and ultimately buy!  Take a peek at our first episode of BS101 – make your choice. We hope it doesn’t disappoint but only you can decide.

BS101 - Make it Simple

Behavioural Science can help you understand the difference between creating campaigns that draw the eye and creating campaigns that can open wallets. It’s not as scary as it sounds, though, and often, it’s the small things that make the biggest impact. Read about how to make it simple for the shopper.

BS101 - Play the Game

Behavioural Science tells us that our very existence comes down to how we’ve evolved over time. We’re shaped by the challenges we face – and the ways we overcome them. This most certainly applies to the roles people play when they enter the shopping arena, with only their wits and their wallets for armoury.

BS101 - Dangle a Carrot

Interested in reading the next in our series? Of course you are, because it’s almost like you’re being tempted to continue through the series by way of the promise of some kind of reward in each post. With that in mind…

BS101: Let's Value Others

Do you care what your competitors think of you? Of course you do (we know you do). Get them to feel nothing but envy towards you as you show them how it’s done when it comes to cracking consumer marketing.

BS101: Change the Context

At Communisis, we have a commitment to show that we really Value Others, and that’s why we’re going to ask if you’re enjoying our Behavioural Science series of marketing insights.

You are? Brilliant. Let’s crack on, and start looking at changing things up a bit in how we present our brand identity and reflect this in the products we showcase.

BS101: Make it Personal

We’ve made a successful name for ourselves over the years in having worked closely with our clients to solve the problems they have and to create the opportunities they need. That’s exactly what you need to do for your customers. The trick? Getting personal.

BS101: Strike a Chord

Feel like you’re really getting on board with our ideas and insight for your future campaigns? Brilliant. We’re just sorry we can’t Make it Personal in the case of this series (which is of course open to everybody). Remember that we can still Make it Simple, though!

We’ve arrived at the penultimate post in the series to help you create compelling campaigns, so let’s really try to make it sing and hit this one home.