Retailers have a lot to learn

Today’s FT has another article about older consumers (Short change for the grey pound)

Lots of the usual stuff about marketing to older people but some amusing and a few useful quotes.

Apparently Mintel (the research company) found that “enthusiasm for shopping declines with age, while loyalty to certain shops increases”. What a surprise when you have a retail sector that doesn’t think beyond the 30 year-old.

“Contrary to assumptions, the over-50s are often more expensively turned out than those 25 years younger. They like name brands and can aspire to the styles of their grown-up offspring. The difficulty is that clothes in many high-street chains are not cut to fit older customers.” Astonishing. This is a ground breaking observation! How comes all of my women friends in their 40s- 60s have been saying this for years.

These points have more value.

“Labelling and signage also need attention. Fiddly and difficult-to-read labels are annoyances for all customers.” Yep

“Accessibility and layout: there are some basic issues such as the range and position of escalators or the amount of space between display areas. Older shoppers are less likely to be comfortable or enjoy rubbing elbows with fellow shoppers in a cramped shop.” Probably has some value.

“In sports stores - and older people are much more likely to have gym memberships than they once were - the layouts sometimes require women to traipse back and forth through the men’s areas to reach the changing rooms.” Yep.

“Similarly, in music/entertainment stores, the classical or jazz section will typically be hidden away, and buyers have to travel through noisy music and video games sections to get to their chosen tastes. This hardly seems likely to heighten their enjoyment of their trip - or encourage them to spend more money. “Totally agree.

“Payment: the new chip and PIN system may be intended to simplify and secure the retail transaction process, but its less-than-ergonomic keypad and screen interface does no favours for the sexagenarian.” Absolutely. Dick Stroud www.20plus30.com