Optimizing digital purchase channels for the boomer consumer

Traditionally, and particularly in the skincare industry, strategic focus has been centered on youth. Yet, an overlooked high-value segment that’s rapidly expanding is the Boomer demographic. This market segment is demonstrating an aggressive shift in consumer behaviour that requires a shift in perspective, and this demands a data-driven strategy that is focused on optimizing digital purchase channels for an increasingly digital audience.

Boomers’ online beauty spending has surged by 9%, now totalling $11.4 billion annually. While Millennials and Gen Z still command the largest market volume and highest growth rates, this is a substantial figure that represents an underrated and readily available revenue stream for high-end skincare. 

The misalignment in trust and transaction

Most digital retail environments are tailored for high-speed, low-friction mobile transactions, perfectly suited to the younger consumer’s preference for immediacy. However, this model directly conflicts with the purchasing behavior of the Boomer consumer, particularly within the premium, clinical derma-cosmectics segment.

The key categories Boomers are focused on are anti-aging and clinical treatments. In fact, consumers over 55 have an average purchase intent for proven anti-wrinkle and firming treatments 40% higher than those under 35. Furthermore, their average spend on specialized products, such as serums and retinoids, is often 15-20% higher per unit. This proves that Boomers approach purchasing with both deliberation and a focus on proven efficacy.

When faced with the inability to physically assess a product’s texture or skin compatibility via a screen, the element of trust is often broken within traditional digital purchase channels. This is where Sopost supports brand partners in providing consumers with trust they need to commit to a high-value purchase.

SoPost sampling builds trust and optimizes digital purchase channels for Boomers

Converting this high-spending demographic into loyal customers requires brands to introduce product validation before a final transaction can take place. This is how SoPost’s hyper-targeted digital product sampling directly addresses the Boomer’s core requirement for authenticity and proof.

We transform a digital advertisement into a tangible, personalized experience, which allows consumers to build confidence in a product’s performance at home.

The link between trial and conversion is particularly strong within this age group. Studies show that for derma-cosmetics in particular, a successful product sampling trial of consumers over 50 results in a conversion rate than can be up to 12% higher than the average Gen Z buyer, as they tend to be sampling multiple products simultaneously. By optimizing digital purchase channels to initiate a physical trial, brands are actively dismantling the friction point in the online journey for this demographic.

Building a high-efficacy purchase funnel with Sopost

Executing a hyper-targeted digital sampling strategy that is both scalable and provides clear ROI is easy with SoPost. We help brands with the operational components needed to target high-value audiences, like the boomer consumer.

SoPost ensures that every sample deployed contributes directly to revenue growth. Here’s how:

Verified targeting
We ensure samples are distributed only to genuine, high intent consumers in the target demographic. This eliminates waste and ensures that every trial is a qualified sales ready to engage with a brand’s digital purchase channels.

Data capture and intelligence
We capture explicit zero- and first-party data at the point of request. This is crucial in guiding consumers from trial to a full-size purchase via hyper-personalized retargeting. This boosts sample conversion rates by around 15-25% compared to generic follow up campaigns.

Measurable conversion
SoPost links the trial back to the point of sale, offering clear metrics on conversion rates from sample through to purchase. This proves that digital product sampling is a high-performing of their overall digital purchase channels strategies - all measurable in terms of concrete return on investment.

There’s $11.4 billion in boomer spending waiting for the brands that choose to align their digital strategy and optimize their digital purchase channels for this consumer segment. What are you waiting for? Let’s get started today.