[00:00] [Graphic: Unlocking Cross-Generational ROI: Your Gen Z to Boomer Blueprint – April 29, 2025]
[00:00] Scott Wolfe (Senior PMM – SheerID): Thank you so much everyone again for joining us today. We have a lot of great content uh, to get through. So, hopefully, this will be a great 30 minutes. Today, we’re talking about the—the latest in age-related discounts all the way from Gen Z to Boomer and help describe how this product came about, uh, some areas where we think it’s going to be really beneficial.
[00:23] Scott: Before we dive in though, just a quick housekeeping note: today’s session is being recorded, so you can put your pens down if you were going to take some notes. And we will also send a follow-up email after, so um, you’ll have everything dialed in after—after the fact.
[00:39] Scott: We really want this to be an interactive session as well, so if you have any questions, feel free to drop them in the chat and we’ll answer them at the end. Before I, you know, jump in though, I—I have to introduce my two partners in crime today: Kevin Scullin and Jodie Thiel.
[00:54] [Slide: Meet Your Presenters – Kevin Scullin, Jodie Thiel, Scott Wolfe]
[00:54] Scott: Thank you both so much for joining us. Kevin is a Senior Product Manager here, and we have Jodie, a Senior Marketing Strategist. I’m Scott Wolfe, a Senior PMM here. And in the theme of making this an interactive discussion, I wanted to get us started with a—a quick poll question to the group.
[01:14] [Poll appears: Do you currently have a student program with SheerID? (Yes/No)]
[01:14] Scott: The question is: do you currently have a student program with SheerID? I wish we had some Jeopardy music to help you with submitting this question, but um, we’ll give you a few seconds to uh, enter your vote. Give it a few more seconds here for people. If you haven’t already, just enter a quick choice.
[01:52] Scott: All right. 100 percent Yes. Thank you so much uh, for—for submitting those poll results. So, it looks like we have some—some current customers that have some live student programs. That’s really interesting to note. I’m going to kick this over to Kevin to get us started. Thank you, Kevin, for joining us. So, Kevin, why are we talking about age-related discounts now, and why does this matter to our customers today?
[02:14] [Slide: Young Adults and Students]
[02:15] Kevin Scullin (Senior Product Manager – SheerID): Thank you, Scott, and thanks everybody for joining. Um, in particular, Gen Z is a key demographic for customer acquisition, growing loyalty, and lifetime value that we know is similar to students, which, as you know, we’ve been a leader in for many years.
[02:30] Kevin: And most of the shopping behaviors are the same: social media habits, word of mouth—Jodie will get into a lot of that—loyalty, of course. And then we didn’t want to forget the older people, so we also, when we were—when we were doing a—talking about Gen Z and expanding the addressable market for young adults, we said, you know, “We can easily do this for older folks as well.” And we’ll cover both of them in the rest of the content today. And I will kick it over to Jodie to talk about age-related discounts that she sees out there and what trends you’re seeing amongst the different age ranges.
[03:04] [Slide: Age-Based Discounts are Evolving Fast]
[03:05] Jodie Thiel (Senior Marketing Strategist – SheerID): Thanks, Kevin. Um, so yeah, as you can see here on the slide, um, what—what trends what’s kind of resonating with this group and and where—where are these groups going? So, you know, at SheerID, uh, we see that age-related discounts, they’re—they’re evolving fast. Brands are already checking in; they’re really wanting to start to lean into them in kind of more intentional ways.
[03:26] Jodie: So, Gen Z is 27 percent of the United States population. And if you’re looking globally, it’s 472 million. So, and we know that a lot of, you know, you all have students, but 62 percent of Gen Z is not attending university and college. So, we kind of want to make sure we cast a wider net into what that looks like.
[03:47] Jodie: Um, and so what are they resonating with? Gen Z. Uh, they’re—they’re going to like a stackable ongoing discount. They like drops, anything that’s shareable, um, because they’re really good at word of mouth, they’re really good at quickly sharing content. Um, if you’re talking about loyalty programs, they’re going to want them bundled, um, you know. Usually, we say 15 to 25 percent off discount is a good starting point. Um, special offers like buy one get one, limited-time sale—so that exclusivity, um, that kind of urgency, they react to well.
[04:21] Jodie: And if you’re a more subscription-based offer, you know, it’s going to be trials, bundles, uh, pay-later options are really nice with this group. And then, of course, referrals are going to rank well. That word of mouth, they like to see themselves in your brand. So, if you offer them an experience, they’re going to stay longer and they’ll actually pay a little bit more um, if you’re offering just—they’re just kind of drowning in a sea of digital. And so how you can differentiate amongst Gen Z is—is offering like an experience, and they’re going to meet you um, really well there.
[05:14] Jodie: So then we look on the other end of this spectrum um, with seniors. There’s some similarities, obviously some differences. So we’re seeing renewed focus on seniors with brands as well, because there’s a $15 trillion global spending power. Um, you know, and there’s just in the US 46 million seniors. So we’re seeing brands really gravitate into how to really personalize those offers for seniors.
[05:41] Jodie: And they’re going to respond, of course, to discounts, double loyalty points, just like Gen Z. But another thing is birthday bonuses. Um, and then they don’t share as much as Gen Z, but they really rely heavily on reviews and family and friend input. So, we’re seeing overall age-based offers are just becoming a really powerful way to reach audiences that might otherwise kind of be hard to segment.
[06:06] Scott: That’s great, Jodie. Thank you for sharing some of those insights for those uh, two different groups. I want to hand it over to Kevin, our product expert here today, Kevin. So Kevin, how does this age product work with SheerID and—and what makes it unique?
[06:20] [Slide: Age Coverage]
[06:20] Kevin: Yeah, in short, age works just like all the other products in the SheerID Audience Network. So we take the data sent to us about the consumers that you’ve attracted with your offer, and we verify whether they belong to a specified audience. That’s SheerID in a nutshell.
[06:36] Kevin: And as we’ve evolved the product over the last few years, we noticed a trend Jodie has pointed out, particularly that change in attendance of school after high school, and we really knew that we needed to evolve to allow brands like yourselves to connect with that Gen Z audience. And most importantly for us, we needed to be able to do it worldwide. We’re the leader in student across the globe, and you know, we see the trends in school attendance differing a bit by country. I think in the EMEA region, it’s even fewer Gen Z attending school than in the United States, for example.
[07:11] Kevin: So we just want—needed to make sure that we could do it worldwide. And of course, we can deliver any age group, not just traditionally student-age people. So when you build a program with SheerID, you simply select the age range that you want to cover. So if you want to do both young adult and older folks, then that’s just two programs.
[07:27] Kevin: In terms of how it works, it’s the same principles as all of our Audience Network products, and that is simplicity and assurance. So send us a little bit about the person, and we’ll confirm their age. We have proprietary data sources around the globe that are going to assist us to provide assurance that these approved customers are in fact, for instance, young adults. And as always, if we can’t match someone instantly, then we will quickly review a document from them, and in that—in this case, it’s going to be their government ID, so their ID or passport.
[07:58] Kevin: And then in—in terms of uniqueness, Scott, it’s really the breadth and our ability to deliver those instant results with minimum friction. That’s what sets SheerID apart in all of our products, and in particular in this one, with the global reach uh, being the anchor there. So if you want to launch in 10 countries at the same time, then we have you covered there. And of course, you own all the data, and we’ll work with you to make sure that data ends up in your tech stack and is ready for activation and enrichment.
[08:27] Scott: Yeah, we’re making it—we’re making it easy is what I—is what I’m hearing from you. It’s instant, you own the data, that’s all—that’s all great. Thank you, Kevin, for that. I want to hand it back over to Jodie. Jodie, I’m curious how Gen Z and seniors are shopping differently, and if you can share some trends, um, what messaging is attractive to them and then obviously a key question here is: what makes them loyal?
[08:48] [Slide: Generational Shopping Trends]
[08:48] Jodie: Yeah, great question. Um, so Gen Z, they’re always the—the ones that people it seems like marketing teams are trying to figure out and keep up with. So one of the things that we’ve seen is why brands gravitate towards them is because they’re early in their brand discovery. So we’re talking about customer lifetime value. And the way to approach this, you know, young adults, Gen Z, is they’re extremely community-driven. They really respond to personalization. They’re going to know if you’ve kind of done your due diligence when you’re—when you’re having conversations with them.
[09:21] Jodie: So—but what we’re seeing kind of starting to differentiate is that conversion rates for Gen Z, they’re rivaling and sometimes exceeding just student campaigns. So when you’re adding young professional or young adult onto a student offer, you’re—they’re—they’re seeing really good rates. So especially when those offers are definitely paired with content that lives where they spend their time, like TikTok, like Instagram.
[09:43] Jodie: Um, you’re going to find more window shopping online from this group. You’re also going to expect some high cart abandonment as well, um, than you’re going to see with any other generation. So they love trying new brands. They shop on the go. This is where influencers really matter because that—there’s that social proof that they want to see from your brand.
[10:04] Jodie: Um, and they’re going to trade actually—they’ll trade a little convenience for a cool trend and experience as well. So exclusivity, non-generic offers, of course that short, fast, visual communication you see in videos. Email still resonates—that source of truth directly from your brand still matters. Um, SMS is tied into their culture. So highlighting how other Gen Zs like them are using it, so user-generated con—content, and they’re going to value that authenticity. And that’s going to become bigger and bigger. So that means word of mouth is going to be a major multiplier here, getting it out in front of them.
[10:39] Jodie: So when we look at 55-plus and older, um, they’re kind of more—they’re looking for trust. They’re looking for clarity. Uh, they convert when the offer is truly for them and when they see brands who personalize senior offers, you’re going to see an increase in repeat purchases and brand loyalty. Of course, email still wins with this group. Quality customer service, human-centered service, and messaging in your marketing—you see a lot of senior offers, you see a lot of 55 and over, but really respecting the journey, so maybe appealing to their lifestyle over age tends to get a better engagement.
[11:15] Jodie: So for example, if you said, “You’ve earned this over say four seniors,” you know, you’re going to get a better engagement. So early access, special hours rank here as well. Um, they prefer in-store, desktop shopping. They’re going to be influenced by reviews and families and they—they prefer traditional payment methods. So they tend to shop with more intent and purpose. They want a guarantee.
[11:42] Jodie: And also when we think about 55-plus and older, some of those don’t fall in senior range. We—people—we have brands start to look in, you know, really targeting middle age, pre-retirement. What journey is going on at that time that they can become a part of before they actually hit that retirement phase. So any age range is going to be a good add if you know your ICP. Um, we’re kind of talking on the bookends here to make it—to make it clear, but just know that there’s that whole range in between as well when we’re talking about age.
[12:15] Scott: That’s great. Thank you, Jodie, for that detailed answer. That was—that was great. Um, no fluff and authenticity. Those are some—some great insights there. All right, Kevin, back over to you. I have a question: how easy is it to get started with young adult or seniors, and do we have any promotions currently running for interested clients?
[12:38] [Slide: Young Adult Early Adopters]
[012:38] Kevin: Yes indeed. You can see some details about that and I’ll speak to it as well. So yes, young adult and senior programs are both available in MySheerID as self-service options. So you simply create whatever age range is of interest and we’ll get you set up over there. So one program for each age range if you’re defining these unique audiences individual—I believe I said that earlier as well.
[13:00] Kevin: Of course, we have our ProServe team if you have some special requirements or want to go a little above and beyond what self-service allows you to do to tailor your program. We can handle that for you, of course. And if you want to do all the front end yourself, these programs are just different portions of the same API as students and our other audiences. So that option is available and quite simple.
[13:19] Kevin: And as I mentioned before, we have sources engaged around the globe ready to support you, and that is going to be by far the best that you’re going to find in the market. And we are doing an early adopter program right now. So this is an exchange of free verifications for talking to people like myself and your CSM about how it’s going, what kind of marketing you’re backing it up with, what kind of results that you’re seeing, are there any ways that we can improve the product.
[13:42] Kevin: So we will trade those free verifications for in up to five countries and give you 45 days to use them, and we’ll just have a meeting cadence with you just to check in and see how things are going. So we’d love to generate some interest for that, and I believe uh, yeah, reach out to your CSM or your AE if that is of interest to you and we’ll get in contact.
[14:03] Scott: That’s great. Thank you, Kevin. I believe we have one final poll question for the group today. We’re going to—here we go. Are you interested in learning about this or other early adopter programs that SheerID is running? Give you a few moments to submit your answer. Thank you for being participants and engaging with us; we really appreciate it. Give people a few more moments to submit their answers. Last chance for everybody.
[15:15] Scott: All right, some interesting responses there as well. Um, that is great. Thank you for your active participation today, we really appreciate it. It looks like we also have some questions uh, that we want to address, so um, Kevin, Jodie, get ready for them. I’ll take a look here. Looks like our first question is for Kevin. Kevin, what data needs to be collected to verify age?
[15:40] Kevin: Good question. Uh, it differs by the country, but our forms and our API are aware of what is necessary to collect in different geographies in order to get the best instant results. Some things are the same, and that’s going to be first name, last name, and date of birth. The optional things that will come up in particular geographies are address number one and phone number two. There might be several where both are necessary—I think that’s the exception, but there are some where one or the other is very helpful to find people in our instant sources so we can quickly verify that that age that they gave us is accurate.
[15:57] Scott: Awesome. Thank you, sir. Next question we have here, it was noted that seniors respond to appealing to their lifestyle over their age. Could you share another example that embodies this approach for a specific product or service? Jodie, do you want to take that one?
[16:11] Jodie: Uh, yeah. Just—just last week I had a conversation with one of our CSMs where we’ve got a brand uh, who they—they know they have a target age group, men 35 to 50, and they asked about that. And so why they’re asking about it, one—it’s in their ICP, right? But they—they also know there’s a certain life journey happening. So when you—when you take like maybe life moments being greater than age—so for instance, you’re graduating, you have your first job, you’re going to retire, you’re becoming a grandparent, rather than just you’re 22 or you’re 65. So it’s more about when behaviors change and maybe not specific numbers.
[16:52] Jodie: And so there’s a different mindset shift there. Um, so like for instance, younger seniors might feel like they’re 50 not 70. And so when they see certain visuals or—or content, you want to make sure you’re relating um, to where they’re at in their journey. So that’s why I mentioned like pre-retirement a little bit earlier on and and maybe some mid-life activities that grow along like the brand we spoke with last week is kind of looking at that.
[17:21] Jodie: And also some brands now promote experiences or benefits that naturally appeal across age groups. So it might not necess—you might be promoting an experience and be a little surprised that there’s some cross-generational things that start to happen in there as well. So, um, I could go on about that forever because there’s so many great, really cool marketing things that are happening out there. But this is where I’m seeing brands kind of shifting a little bit of the narrative when they’re talking to these groups of people.
[18:11] Scott: Thank you for that detailed answer, Jodie, that was—that was great. Um, it looks like all of our questions for today—any more questions that people want to drop in? Please feel free to do so now and we can get to them. Um, just a quick housekeeping note as we wrap this up: as mentioned at the beginning, an email with all the slides and the recording will be sent to you in the next few business days.
[18:34] Scott: But I want to take a moment just to thank every single one of you for investing 30 minutes with our team today. Uh, we love having you as customers and please reach out anytime to your CSM or anyone on the team if you have any questions. We are here for you anytime. And a special shout-out as well to Kevin and Jodie for being our panelists today. Thank you very much for all of your expertise and collaboration on this.
[18:57] Kevin: Thank you, Scott.
[18:59] Jodie: Thanks, Scott.
[19:00] Scott: Thank you. I think that’s it, everyone. Hope you have a great rest of your day and we’ll talk soon. Thank you.
[19:06] [SheerID logo with text: Thank you]
[00:00] Scott Wolfe (Senior PMM – SheerID): Thank you so much everyone again for joining us today. We have a lot of great content uh, to get through. So, hopefully, this will be a great 30 minutes. Today, we’re talking about the—the latest in age-related discounts all the way from Gen Z to Boomer and help describe how this product came about, uh, some areas where we think it’s going to be really beneficial.
[00:23] Scott: Before we dive in though, just a quick housekeeping note: today’s session is being recorded, so you can put your pens down if you were going to take some notes. And we will also send a follow-up email after, so um, you’ll have everything dialed in after—after the fact.
[00:39] Scott: We really want this to be an interactive session as well, so if you have any questions, feel free to drop them in the chat and we’ll answer them at the end. Before I, you know, jump in though, I—I have to introduce my two partners in crime today: Kevin Scullin and Jodie Thiel.
[00:54] [Slide: Meet Your Presenters – Kevin Scullin, Jodie Thiel, Scott Wolfe]
[00:54] Scott: Thank you both so much for joining us. Kevin is a Senior Product Manager here, and we have Jodie, a Senior Marketing Strategist. I’m Scott Wolfe, a Senior PMM here. And in the theme of making this an interactive discussion, I wanted to get us started with a—a quick poll question to the group.
[01:14] [Poll appears: Do you currently have a student program with SheerID? (Yes/No)]
[01:14] Scott: The question is: do you currently have a student program with SheerID? I wish we had some Jeopardy music to help you with submitting this question, but um, we’ll give you a few seconds to uh, enter your vote. Give it a few more seconds here for people. If you haven’t already, just enter a quick choice.
[01:52] Scott: All right. 100 percent Yes. Thank you so much uh, for—for submitting those poll results. So, it looks like we have some—some current customers that have some live student programs. That’s really interesting to note. I’m going to kick this over to Kevin to get us started. Thank you, Kevin, for joining us. So, Kevin, why are we talking about age-related discounts now, and why does this matter to our customers today?
[02:14] [Slide: Young Adults and Students]
[02:15] Kevin Scullin (Senior Product Manager – SheerID): Thank you, Scott, and thanks everybody for joining. Um, in particular, Gen Z is a key demographic for customer acquisition, growing loyalty, and lifetime value that we know is similar to students, which, as you know, we’ve been a leader in for many years.
[02:30] Kevin: And most of the shopping behaviors are the same: social media habits, word of mouth—Jodie will get into a lot of that—loyalty, of course. And then we didn’t want to forget the older people, so we also, when we were—when we were doing a—talking about Gen Z and expanding the addressable market for young adults, we said, you know, “We can easily do this for older folks as well.” And we’ll cover both of them in the rest of the content today. And I will kick it over to Jodie to talk about age-related discounts that she sees out there and what trends you’re seeing amongst the different age ranges.
[03:04] [Slide: Age-Based Discounts are Evolving Fast]
[03:05] Jodie Thiel (Senior Marketing Strategist – SheerID): Thanks, Kevin. Um, so yeah, as you can see here on the slide, um, what—what trends what’s kind of resonating with this group and and where—where are these groups going? So, you know, at SheerID, uh, we see that age-related discounts, they’re—they’re evolving fast. Brands are already checking in; they’re really wanting to start to lean into them in kind of more intentional ways.
[03:26] Jodie: So, Gen Z is 27 percent of the United States population. And if you’re looking globally, it’s 472 million. So, and we know that a lot of, you know, you all have students, but 62 percent of Gen Z is not attending university and college. So, we kind of want to make sure we cast a wider net into what that looks like.
[03:47] Jodie: Um, and so what are they resonating with? Gen Z. Uh, they’re—they’re going to like a stackable ongoing discount. They like drops, anything that’s shareable, um, because they’re really good at word of mouth, they’re really good at quickly sharing content. Um, if you’re talking about loyalty programs, they’re going to want them bundled, um, you know. Usually, we say 15 to 25 percent off discount is a good starting point. Um, special offers like buy one get one, limited-time sale—so that exclusivity, um, that kind of urgency, they react to well.
[04:21] Jodie: And if you’re a more subscription-based offer, you know, it’s going to be trials, bundles, uh, pay-later options are really nice with this group. And then, of course, referrals are going to rank well. That word of mouth, they like to see themselves in your brand. So, if you offer them an experience, they’re going to stay longer and they’ll actually pay a little bit more um, if you’re offering just—they’re just kind of drowning in a sea of digital. And so how you can differentiate amongst Gen Z is—is offering like an experience, and they’re going to meet you um, really well there.
[05:14] Jodie: So then we look on the other end of this spectrum um, with seniors. There’s some similarities, obviously some differences. So we’re seeing renewed focus on seniors with brands as well, because there’s a $15 trillion global spending power. Um, you know, and there’s just in the US 46 million seniors. So we’re seeing brands really gravitate into how to really personalize those offers for seniors.
[05:41] Jodie: And they’re going to respond, of course, to discounts, double loyalty points, just like Gen Z. But another thing is birthday bonuses. Um, and then they don’t share as much as Gen Z, but they really rely heavily on reviews and family and friend input. So, we’re seeing overall age-based offers are just becoming a really powerful way to reach audiences that might otherwise kind of be hard to segment.
[06:06] Scott: That’s great, Jodie. Thank you for sharing some of those insights for those uh, two different groups. I want to hand it over to Kevin, our product expert here today, Kevin. So Kevin, how does this age product work with SheerID and—and what makes it unique?
[06:20] [Slide: Age Coverage]
[06:20] Kevin: Yeah, in short, age works just like all the other products in the SheerID Audience Network. So we take the data sent to us about the consumers that you’ve attracted with your offer, and we verify whether they belong to a specified audience. That’s SheerID in a nutshell.
[06:36] Kevin: And as we’ve evolved the product over the last few years, we noticed a trend Jodie has pointed out, particularly that change in attendance of school after high school, and we really knew that we needed to evolve to allow brands like yourselves to connect with that Gen Z audience. And most importantly for us, we needed to be able to do it worldwide. We’re the leader in student across the globe, and you know, we see the trends in school attendance differing a bit by country. I think in the EMEA region, it’s even fewer Gen Z attending school than in the United States, for example.
[07:11] Kevin: So we just want—needed to make sure that we could do it worldwide. And of course, we can deliver any age group, not just traditionally student-age people. So when you build a program with SheerID, you simply select the age range that you want to cover. So if you want to do both young adult and older folks, then that’s just two programs.
[07:27] Kevin: In terms of how it works, it’s the same principles as all of our Audience Network products, and that is simplicity and assurance. So send us a little bit about the person, and we’ll confirm their age. We have proprietary data sources around the globe that are going to assist us to provide assurance that these approved customers are in fact, for instance, young adults. And as always, if we can’t match someone instantly, then we will quickly review a document from them, and in that—in this case, it’s going to be their government ID, so their ID or passport.
[07:58] Kevin: And then in—in terms of uniqueness, Scott, it’s really the breadth and our ability to deliver those instant results with minimum friction. That’s what sets SheerID apart in all of our products, and in particular in this one, with the global reach uh, being the anchor there. So if you want to launch in 10 countries at the same time, then we have you covered there. And of course, you own all the data, and we’ll work with you to make sure that data ends up in your tech stack and is ready for activation and enrichment.
[08:27] Scott: Yeah, we’re making it—we’re making it easy is what I—is what I’m hearing from you. It’s instant, you own the data, that’s all—that’s all great. Thank you, Kevin, for that. I want to hand it back over to Jodie. Jodie, I’m curious how Gen Z and seniors are shopping differently, and if you can share some trends, um, what messaging is attractive to them and then obviously a key question here is: what makes them loyal?
[08:48] [Slide: Generational Shopping Trends]
[08:48] Jodie: Yeah, great question. Um, so Gen Z, they’re always the—the ones that people it seems like marketing teams are trying to figure out and keep up with. So one of the things that we’ve seen is why brands gravitate towards them is because they’re early in their brand discovery. So we’re talking about customer lifetime value. And the way to approach this, you know, young adults, Gen Z, is they’re extremely community-driven. They really respond to personalization. They’re going to know if you’ve kind of done your due diligence when you’re—when you’re having conversations with them.
[09:21] Jodie: So—but what we’re seeing kind of starting to differentiate is that conversion rates for Gen Z, they’re rivaling and sometimes exceeding just student campaigns. So when you’re adding young professional or young adult onto a student offer, you’re—they’re—they’re seeing really good rates. So especially when those offers are definitely paired with content that lives where they spend their time, like TikTok, like Instagram.
[09:43] Jodie: Um, you’re going to find more window shopping online from this group. You’re also going to expect some high cart abandonment as well, um, than you’re going to see with any other generation. So they love trying new brands. They shop on the go. This is where influencers really matter because that—there’s that social proof that they want to see from your brand.
[10:04] Jodie: Um, and they’re going to trade actually—they’ll trade a little convenience for a cool trend and experience as well. So exclusivity, non-generic offers, of course that short, fast, visual communication you see in videos. Email still resonates—that source of truth directly from your brand still matters. Um, SMS is tied into their culture. So highlighting how other Gen Zs like them are using it, so user-generated con—content, and they’re going to value that authenticity. And that’s going to become bigger and bigger. So that means word of mouth is going to be a major multiplier here, getting it out in front of them.
[10:39] Jodie: So when we look at 55-plus and older, um, they’re kind of more—they’re looking for trust. They’re looking for clarity. Uh, they convert when the offer is truly for them and when they see brands who personalize senior offers, you’re going to see an increase in repeat purchases and brand loyalty. Of course, email still wins with this group. Quality customer service, human-centered service, and messaging in your marketing—you see a lot of senior offers, you see a lot of 55 and over, but really respecting the journey, so maybe appealing to their lifestyle over age tends to get a better engagement.
[11:15] Jodie: So for example, if you said, “You’ve earned this over say four seniors,” you know, you’re going to get a better engagement. So early access, special hours rank here as well. Um, they prefer in-store, desktop shopping. They’re going to be influenced by reviews and families and they—they prefer traditional payment methods. So they tend to shop with more intent and purpose. They want a guarantee.
[11:42] Jodie: And also when we think about 55-plus and older, some of those don’t fall in senior range. We—people—we have brands start to look in, you know, really targeting middle age, pre-retirement. What journey is going on at that time that they can become a part of before they actually hit that retirement phase. So any age range is going to be a good add if you know your ICP. Um, we’re kind of talking on the bookends here to make it—to make it clear, but just know that there’s that whole range in between as well when we’re talking about age.
[12:15] Scott: That’s great. Thank you, Jodie, for that detailed answer. That was—that was great. Um, no fluff and authenticity. Those are some—some great insights there. All right, Kevin, back over to you. I have a question: how easy is it to get started with young adult or seniors, and do we have any promotions currently running for interested clients?
[12:38] [Slide: Young Adult Early Adopters]
[012:38] Kevin: Yes indeed. You can see some details about that and I’ll speak to it as well. So yes, young adult and senior programs are both available in MySheerID as self-service options. So you simply create whatever age range is of interest and we’ll get you set up over there. So one program for each age range if you’re defining these unique audiences individual—I believe I said that earlier as well.
[13:00] Kevin: Of course, we have our ProServe team if you have some special requirements or want to go a little above and beyond what self-service allows you to do to tailor your program. We can handle that for you, of course. And if you want to do all the front end yourself, these programs are just different portions of the same API as students and our other audiences. So that option is available and quite simple.
[13:19] Kevin: And as I mentioned before, we have sources engaged around the globe ready to support you, and that is going to be by far the best that you’re going to find in the market. And we are doing an early adopter program right now. So this is an exchange of free verifications for talking to people like myself and your CSM about how it’s going, what kind of marketing you’re backing it up with, what kind of results that you’re seeing, are there any ways that we can improve the product.
[13:42] Kevin: So we will trade those free verifications for in up to five countries and give you 45 days to use them, and we’ll just have a meeting cadence with you just to check in and see how things are going. So we’d love to generate some interest for that, and I believe uh, yeah, reach out to your CSM or your AE if that is of interest to you and we’ll get in contact.
[14:03] Scott: That’s great. Thank you, Kevin. I believe we have one final poll question for the group today. We’re going to—here we go. Are you interested in learning about this or other early adopter programs that SheerID is running? Give you a few moments to submit your answer. Thank you for being participants and engaging with us; we really appreciate it. Give people a few more moments to submit their answers. Last chance for everybody.
[15:15] Scott: All right, some interesting responses there as well. Um, that is great. Thank you for your active participation today, we really appreciate it. It looks like we also have some questions uh, that we want to address, so um, Kevin, Jodie, get ready for them. I’ll take a look here. Looks like our first question is for Kevin. Kevin, what data needs to be collected to verify age?
[15:40] Kevin: Good question. Uh, it differs by the country, but our forms and our API are aware of what is necessary to collect in different geographies in order to get the best instant results. Some things are the same, and that’s going to be first name, last name, and date of birth. The optional things that will come up in particular geographies are address number one and phone number two. There might be several where both are necessary—I think that’s the exception, but there are some where one or the other is very helpful to find people in our instant sources so we can quickly verify that that age that they gave us is accurate.
[15:57] Scott: Awesome. Thank you, sir. Next question we have here, it was noted that seniors respond to appealing to their lifestyle over their age. Could you share another example that embodies this approach for a specific product or service? Jodie, do you want to take that one?
[16:11] Jodie: Uh, yeah. Just—just last week I had a conversation with one of our CSMs where we’ve got a brand uh, who they—they know they have a target age group, men 35 to 50, and they asked about that. And so why they’re asking about it, one—it’s in their ICP, right? But they—they also know there’s a certain life journey happening. So when you—when you take like maybe life moments being greater than age—so for instance, you’re graduating, you have your first job, you’re going to retire, you’re becoming a grandparent, rather than just you’re 22 or you’re 65. So it’s more about when behaviors change and maybe not specific numbers.
[16:52] Jodie: And so there’s a different mindset shift there. Um, so like for instance, younger seniors might feel like they’re 50 not 70. And so when they see certain visuals or—or content, you want to make sure you’re relating um, to where they’re at in their journey. So that’s why I mentioned like pre-retirement a little bit earlier on and and maybe some mid-life activities that grow along like the brand we spoke with last week is kind of looking at that.
[17:21] Jodie: And also some brands now promote experiences or benefits that naturally appeal across age groups. So it might not necess—you might be promoting an experience and be a little surprised that there’s some cross-generational things that start to happen in there as well. So, um, I could go on about that forever because there’s so many great, really cool marketing things that are happening out there. But this is where I’m seeing brands kind of shifting a little bit of the narrative when they’re talking to these groups of people.
[18:11] Scott: Thank you for that detailed answer, Jodie, that was—that was great. Um, it looks like all of our questions for today—any more questions that people want to drop in? Please feel free to do so now and we can get to them. Um, just a quick housekeeping note as we wrap this up: as mentioned at the beginning, an email with all the slides and the recording will be sent to you in the next few business days.
[18:34] Scott: But I want to take a moment just to thank every single one of you for investing 30 minutes with our team today. Uh, we love having you as customers and please reach out anytime to your CSM or anyone on the team if you have any questions. We are here for you anytime. And a special shout-out as well to Kevin and Jodie for being our panelists today. Thank you very much for all of your expertise and collaboration on this.
[18:57] Kevin: Thank you, Scott.
[18:59] Jodie: Thanks, Scott.
[19:00] Scott: Thank you. I think that’s it, everyone. Hope you have a great rest of your day and we’ll talk soon. Thank you.
[19:06] [SheerID logo with text: Thank you]
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