By Marianne Bickle, Contributor

No one can deny the importance or the impact the Internet has made on the retailing industry. During 2012, the percent of consumers who clicked, surfed or shopped online increased approximately 15% compared to the previous year. Many consumers surf the web not to purchase merchandise but to search information. Retailers have long known the importance of segmenting their consumers based on age. Consumers in different age brackets shop differently, react differently to advertising messages, and desire different products and services. It makes sense that different generations will react differently to how product information is presented on the Internet. At Prosper Insights & Analytics, an annual Media Behavior & Influence survey included a total of 19,774 consumers in December 2012. Three consumer groups were then segmented: Baby Boomers, born between 1946 and 1964 (N=6512), Generation X, born between 1965 and 1982 (N=6029) and Generation Y, born between 1983 and 1994 (N=4970). An additional 2263 Adult respondents represented the Traditionalist Generation, born prior to 1946. A map and directions will guide customers: We analyzed 13 categories that consumer would seek information online. 44.4% of Baby Boomers, 47.2% of Gen X and 44.9% of Gen Y accessed the Internet regularly to look at maps and directions. These figures lend support to the companies having a map and directions available on the Internet. Giving directions is comparable to giving customers your phone number. It is obvious; if customers don’t know how to get to your location, they will go somewhere else. The unfortunate part of this finding is that many companies on the Internet don’t include a map or directions. Why? It may be due to an additional cost or because they didn’t think about it. These findings demonstrate that customers think about it. Gen X and Y are passionate for clothing and shoes: Clothing and shoes retailers are always competing for consumer traffic, merchandise sales and consumer loyalty. When one day ends, the competition begins when the next day begins. Retailers try to capture consumers’ attention through branding, slogans, and sales. The Internet is a particularly good source for clothing and shoe retailers catering to Gen X and Gen Y. These two groups regularly surf the Internet for clothing and shoe information (35.8% and 44.1% respectively). 23.2% of Baby Boomers surf the Internet for information on clothing and shoes. In December, 2010, just three years prior, 39.1% of Gen Y said that they searched regularly for clothing and shoes on the net, while 31.4% of Gen X and only 19.4% of Boomers were searching regularly. This is a powerful trend that is going to continue to increase as consumers use the Internet to save time, money, gasoline, and capture new ideas more quickly, efficiently and effectively. The Internet is a valuable tool for explaining the benefits of the product. Retailers can insert statements to instill retailer loyal behavior. Retailers can highlight the store offering the products, discounts, and special offerings. Movie magic: The movies are big business; very big business. Prior to
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