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5 myths about the ageing consumer
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retail
Burger King targets ageing fast food consumers
Burger King, which has relied on a strategy of serving big burgers aimed at fast food’s heavy users, faltered during the economic downturn when its mainly younger target market was hit by high unemployment. more…
How to appeal to ageing shoppers – Report
Given the diversity and spending power of older shoppers it can be very detrimental to a brand or channel’s chances for success to relying on traditional thinking. But, according to the 2012 Baby Boomers: Riding the Wave of Diversity report from Symphony IRI by developing marketing strategies that are aligned with shopper needs, retailers and manufacturers…more
Younger people can’t read emotions on older faces. Retailers beware!
A new study suggests that younger people may make more mistakes when judging the emotions of older people. Something retailers should take note of when recruiting and training young staff to serve older customers. To younger adults, age-related changes, such as wrinkles and folds, look like facial expressions, so they may interfere with the perception…more
Are retailers and FMCG’s starting to move on the ageing consumer?
Leading executives at Unilever, Nestle and retail groups discuss the importance of the ageing consumer more…
Older consumers like discounts – but not the ‘Senior Discount’
Baby Boomers are torn between wanting a discount and refusing to admit to senior status. more…
More evidence why older shoppers are a critical market segment
Compared with younger (USA) shoppers (18-34 and 35-54) shoppers over 55 are also more brand loyal according to the Symphony IRI Shopper Sentiment Index. With a benchmark score of 100 based on Q1 2011 information, a score of more than 100 reflects consumers that are less price driven, more loyal to favourite brands and more…more
Clothing sizes change with ageing bodies?
Clothes with the same size label have become steadily larger over time. more…
Leading Japanese supermarket targets ageing shoppers
Stores remodeled for older customers grew sales by 25% compared with the previous year. more…
L’Oreal uses apps to target baby boomers
The cosmetic firm believes they are the generation that want to make the most of their leisure time. more…
Department stores must adapt to older shoppers
Report concludes that department stores need to enhance the shopping experience to fight the onslaught of online retailers. more…