Tech-savvy might not be the first phrase that comes to mind when describing the over-65s. Yet the current generation are more switched on than ever before, arguably even more so than the generations directly below them. A new wave of grandparents have spent more time with their tech-native grandchildren, who are certainly proving effective teachers. There is now an ever-growing group of ‘silver gamers’, more comfortable with technology.
Hardly surprising, then, that recent research from the Office for National Statistics revealed that over-65 consumers are shopping online more than ever before. Long thought of as a group that will always favour bricks-and-mortar channels to digital, the research proves there is no space for complacency. Retailers need a serious rethink in order to keep attracting older generations to stores.
Creating social centres
If retailers want to succeed with this age group, there is a misconception that must be immediately dispelled – that on hitting 65, one suddenly becomes ‘old’. That could not be further from the truth. A recent article in The Economist suggests there is a new stage of life between full-time work and old age. This generation is still active, engaged and looking for enjoyment.
The need for retailers to create ‘experiences’ for their shoppers has often been repeated. Yet so often these experiences are family-orientated or focused solely on the children of shoppers. Retailers are missing a trick. Their stores can be more than just a place to shop at for every age group. It is vital to tap into the idea that shopping is also a social occasion, with the store a place to meet people. Makro, a Dutch retailer, puts community at its heart. The retailer has a designated space that allows shoppers to network and meet one another – turning a simple shopping trip into chance for social bonding and even business.
Providing a social experience is of special importance to the over-65 age group. One of the most prominent issues affecting this generation is loneliness. Retailers have the space in which real communities can be built, giving over-65s a sense of belonging and physical stores an emotional resonance that goes beyond shopping alone.
Green-fingered grocery
Gardening, one of the most popular hobbies among the over-65s, is one way to build this belonging. Retailers have vast amounts of unused rooftop spaces that could be the perfect setting for community gardens. Many gardeners, especially those in cities, face long waits to secure allotment space. Roof gardens, accessible to the local community, provide over-65s with both a reason to visit and a unique, communal experience that will keep them coming back.
An example of this is seen on top of a Montreal branch of IGA, a Canadian supermarket chain. It uses its rooftop to grow fruit & vegetables that are then sold in store. Retailers around the world could take this concept one step further, by allowing the community of over-65s to not only use these rooftop gardens, before selling on their grown produce. What better way to keep the group at the heart of the store and their local community, all while nurturing a long-lasting relationship?
But of course, while larger schemes such as this can be effective, it’s important that retailers have a solid grasp of the basics in order to attract older shoppers. Seemingly small things, such as providing ample seating across a store, or providing working and accessible toilet facilities, will leave a lasting positive impression on shoppers.
With an ever-ageing population, it is crucial that retailers address the needs of the over-65s. The group’s spending power means winning here can be the key to sustained success, but established ways to attract older people in-store will no longer cut it. Just as they are doing with families and young people, retailers need to create experiences that surprise and delight their older shoppers. They need to demonstrate an understanding that you don’t suddenly become “old” – while providing a base from which real communities can be established and grow.
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