Digital retail has just had an unexpected growth spurt. While stay at home mandates disrupted worldwide economies, it has also forced many business and consumers to abandon technophobia and welcome digital retail solutions with open arms. Companies like Home Depot and Lowe’s utilized digital shopping early and actually saw business increase as a result of stay at home orders.

The auto industry has had to act fast as shutdowns and restrictions forced so many to make operational and process adjustments in order to remain profitable while at the same time forcing consumers to quickly become reliant on being able to complete transactions online for even the most basic necessities like groceries.

Consumers embraced digital retailing long before COVID-19. Digital retail was born the day a 74 year old woman ordered groceri... Digital retail’s next big wave came with the adoption of mobile devices and payment methods, and now we find ourselves at the precipice of another significant time for digital retail in that social distancing and shutdowns have forced many new shoppers online. Now that more consumers are on board with digital retail, they are here to stay. Dealerships that have responded by embracing digital retailing products and services have been able to continue operations, while dealers that have been etching out their digital processes for years barely missed a beat during the sudden transition.

The newest factor in digital retail success is within demographics. Millennials and Generations Z and Y grew up using the internet for everything from school work to shopping to entertainment while Generation X and beyond have been more hesitant. Older demographics shopping and purchasing habits have changed permanently. Or Lenchner, CEO of Luminati Networks reports:

“Our online data collected in collaboration with our partners shows that older consumers are now embracing online retail and are currently using e-commerce at a rate 15 percent higher than the same time last year. With Britain’s average age now 40, this change is key. On average the over 40 demographic reports the highest levels of disposable income in the UK with their consumer spending clocking in at around £803.91 per week in 2019, far outstripping the spending of Millennial and Generation Z consumers.”

While digital retailing may have only accounted for around 2 percent of sales in the past, digital retail is expected to outperform retail earlier than expected and dealers need to be prepared as consumers are now going to be more likely to desire these types of services moving forward. Digital retail processes need to factor in that older people shopping online means new levels of user and customer expectations. User experience needs to consider more than simply appealing to younger more internet savvy users. Take advantage of digital retail solutions that have proven they can provide top tier user and customer experience to a range of generational shoppers. Offer services like a complete online trade vehicle inspection, online sales transactions, pick-up and delivery in service and even mobile service at a consumer’s house or job site. That way you can expect to retain members of many generations even while more and more businesses are reopening every day.