In this case, it doesn't breed contempt, it breeds trust and good will. The comfortable, familiar name. Allow online purchases to be returned to the brick and mortar store. Give out e-coupons at the retail store to encourage online shopping. If you're out of stock on an item, tell your sales staff to encourage customers to check out the Web site for stock.
Privacy counts .
There's probably no group more concerned about their privacy than seniors. If you don't share your information with other businesses, say so. If you do, give them the option to keep their information private. Reassure them about security . Spell it out, make it prominent.