Most companies analyzing their future and the strategies to get it with good sales in it – focus only on younger generations. Another group, however, wins more and more highlight: the Third Age. The senior public emerges as a great opportunity for brands. The supermarket sector is one of the most able to take advantage of this niche.
This is because they go more frequently to the point of sale – usually twice a week – and make purchases with a higher average ticket, according to data from Kantar Ibope. Each visit to the establishment is seen as an opportunity to entertain and socialize with the employees of the supermarket.
Therefore, this group has a high fidelity rate and appreciates details: calling the customer by name makes all the difference for this audience.
“Even with the difficulties inherent in the aging process, the elderly do not want to be treated as a child. You should not communicate with him in an infantilized manner. Subjugating their intellectual capacity. ” Juliana Acquarone, from the Senior Market consultancy, spoke during her presentation at the APAS Show’s ” Marketing – Pleasure to Serve
Employee training also needs to give weight to the right approach to this audience, who often likes to talk at checkout points at the supermarket – and for the manager, the delay at that location may represent employee inefficiency.
A common mistake of managers is to think of excluding solutions for this group of consumers. In fact, a store that caters well to the senior consumer is able to meet the needs of customers of any age group. For an inclusive shop project, Juliana recommends using the concept of “universal design”, developed after World War II, to serve citizens who have acquired some difficulty in getting around the conflict.
According to the IBGE, the Brazilians men 60+ have an average of 1.68m in height and the Brazilian women are 1,57m. The supermarket POS is the location with the highest visual impact of marks per square meter. If a product is positioned on the Planogram as a premium category and its place is on the last shelf, older people will hardly be able to reach it.
Aggregate services are other attractions that collaborate to keep consumers in this age group. Providing pharmacy products and health services – measuring blood pressure and glucose, as well as scales, for example – help provide an experience that meets the expectations of this group.
This is the fastest growing demographic segment in Brazil – 18.8%, in between 2012 and 2017, according to data from the General Survey of Households and Residents of the Brazilian Institute of Geography and Statistics (IBGE). For comparison, in the same period, the population aged 0 to 9 years had a lower percentage of growth – in 2012, the percentage was 14% while at the end of 2017 this total was 12.9%.
This group that is at the door of this “old age” brings in its DNA the revolution. “They were the young people who broke paradigms in the 1960s and are now resignifying old age. A very common mistake of the managers is to consider 60+ consumers as a homogeneous group. There is no way to compare someone at 60 with another close to 80, “says Juliana.
The so-called “empty nest” – households of mature, childless people, typically inhabited by one to two residents – jumped from 34% in 2005 to 43% in 2015, according to Kanta IBOPE data. Their buying power is expected to top $ 10 trillion worldwide by 2020, according to Tetra Pak’s Consumer Generations survey. The report points out that in Brazil the senior market had 11% of the country’s income in the last decade. The expectation is that they will have 16% in the next two years, due to the aging and the increase of the purchasing power of Brazilians.