No Customer Left Behind?
Recognizing the disproportionate impact of digital advancement
My mother assists an elderly neighbor by driving her around town on a regular basis for errands and appointments.
One day last month, the two women stopped at a retail store and were pleased to see signs proclaiming a discount on certain items; however, they were let down when they learned (after having gone through the check-out) that the discount only applies when a customer presents one of the store’s in-app coupons.
Of the two women, only my mom has a smartphone. Furthermore, the signs were not clear in conveying that this discount was only available through the app. What a disappointment!
My mother was more upset for her friend than for herself. How many other elderly folks don’t have a smartphone and therefore can’t receive these deals? Think about it, she said. How many, like our neighbor, are intimidated by recent technology and/or don’t have family close by to teach them how to select the best phone plan or download an app?
I recall the online library program that I completed early this month, which included a course on assisting patrons with technology—tech anxiety is a very real thing for many people, especially older adults who have lived most of their lives without the resources we have today. Place that fact within the context of rapid digital advancement, and, well, we have a large chunk of society that’s left behind.
“What about senior discounts?” I asked my mom, thinking that these must create a more level playing field while stores are phasing out physical coupons and replacing them with digital deals. “Aren’t those comparable to the discounts offered to shoppers digitally?”
Not necessarily. I hadn’t realized that among the establishments offering senior discounts, the average falls around 10% off. This is quite a contrast to the many 20–25% off deals for customers utilizing a business’ app. Keep in mind also that some businesses offer a senior discount only on certain days of the week.
And then there are those businesses like Target that don’t even offer a senior discount, so seniors like our neighbor who don’t have a smart device must pay full price for everything or receive only the smallest of deals through use of physical rewards cards — like Target RedCard, which provides a 5% discount on eligible items. The latter being available to all customers, it’s important to note that seniors with a rewards card are still at a disadvantage compared to those with both the card and access to the store’s in-app coupons.
Ultimately, digital shifts like increased reliance on apps and QR codes, which we may interpret as being made with ease of access in mind, make social settings less accessible for some, including many of our community members belonging to older generations.
Businesses should keep this in mind as they develop their sales strategies. Moreover, reader, I leave you with this question to consider: what can you do to alleviate the technological burden for those around you?
Thank you for reading my article. Do you have any thoughts on this issue? If so, please leave a comment down below! I also encourage you to check out my other stories and follow me to be the first to know when I‘ve posted a new one.
Do you have an intergenerational story or experience you want to share? We would love to hear it! Contribute to Mind in the Gap and join the community!
