The Prosumers and Retailers who want to engage the Senior Shoppers in the consumer market must understand their priorities and how they differ from their young consumers.
When marketers create and develop strategies, they often target the highly-desirable young population. Instead, good brands can make a different approach to their marketing strategy by reaching out to a less attractive but highly profitable market is to reach seniors shoppers.
Senior Shoppers (as aged 60+) may not seem like a paying audience, but shouldn’t underestimate the impact of seniors on the consumer market. The marketers who want to reach these older consumers need to examine their motivations and understand what sets them apart from their younger counterparts.
MOTIVATION OF SENIOR SHOPPERS:
Young Consumers spending habit is influenced by several needs such as the need for connectivity, a hunger for new experiences, the social integration and digital integrations. When we compare this with senior shopper habits, they frequently chose wider range of products, shows brand loyalty, chose simplicity to purchase it in small shops near to their home rather than a super market.
Senior Shoppers tend to exhibit brand loyalty than young consumers. They prefer to use a single brand for a long time. Packaging for Senior Shoppers should be consistent for over a long time.
SIMPLE PACKAGING DESIGN:
Senior Shoppers show less interest in glossy attractive labels and to complex products than young ones…seniors prefer simple packaging design. It should not overload the label with information, and don’t bother innovating smart packaging styles that would look better because they won’t respond to it.
EASY PACKAGING FOR SENIOR SHOPPERS:
Packaging for Seniors should be easy to hold, easy to open, and easy to close considering the physical disabilities of senior shoppers must be taken into account .Keep the label text clear and use large font.
WAYS TO REACH SENIOR SHOPPERS:
Packaging for Senior Shoppers doesn’t have to be different just like other consumer oriented markets. Brands which are focused on sales of target consumers like senior Shoppers should ensure that the product should fulfill the needs of the Senior Shoppers.