Millennials may be the most coveted crowd for brands, but Best Buy has a hunch that senior citizens are the hot new business opp. The electronics hub just announced that it’s buying GreatCall, a company that makes cell phones for older adults that boast jumbo buttons and bright screens.

It’s not surprising that Best Buy would bank on the potential of new loyalty—no matter the age—to make waves in the electronics industry. In the past, the Genius brand has made a special effort to keep up the loyalty of customers, both new and existing. For example, it provides best-in-class customer support via its Twitter, which puts out over 50,000 tweets annually and earns the fourth-most interactions in Gartner L2’s Digital IQ Index: Big Box, with a total community size of over 1.4 million.

To further maintain existing customer loyalty, Best Buy saves returning customers’ shopping histories and searches on its site so they can quickly pick up where they left off. Shoppers can also click through to product pages straight from the search bar, instead of navigating and filtering through grid pages—something less than half of big box brands tracked in Gartner L2’s study capitalize on.

With 1 million subscribers and $300 million in annual sales, GreatCall has amassed quite a following. Additionally, as Amazon encroaches on electronics, cinching the number-one spot in Gartner L2’s ranking, catering to an often-overlooked group might give Best Buy an unusual edge against both the e-tail giant and peers preoccupied with younger consumers.

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