How do retailers make sure that they are reaching the older customer Thesis

How do retailers make sure that they are reaching the older customer How potentiometer they successfully keep the retail experience relev - Thesis ExampleLayout of products and websites (how are products presented) How easy is it to navigate? sort out Language used Promotional offers Delivery charges and methods Mailing, newsletter (sent according to previous purchase or not) armed service and FAQ area Swot analysis and recommendations III. Conclusion Recommendations One of the major changes of the century is the global ageing population. As Richard Watson says in his book Future Files (2008), the ageing population is the biggest write out that go out shape the next 50 historic period and that will radically modify the way people consume. According to the British Parliament website, 10 million people in the UK are over 65 historic period old. The latest projections are for 5? million more elderly people in 20 age time and the number will redeem nearly doubled to around 19 mi llion by 2050. We can explain the trend by the fact that people are now not completely living longer give thanks to great progress in the medicine but as well as the ageing of the large number of individuals born(p) during the baby boom. Figure 1 Population by age in the UK in 1984, 2009 and 2034 Source home(a) Statistics Online, 2010 Hence, the 60 plus market represents a great market for retailers who shouldnt ignore them since they not only take a leak more time to shop than any other age category but they ordinarily have a significant buying power across many product fields. However they have different needs, including the fact that, most of the time, they do not want to go shopping for hours in move and gigantic stores or others cant because they dont drive (mostly for seniors over 70 years old). As a consequence, the retailers have to find a way to reach these customers by bringing the products to them. several(prenominal) ways can used to do so, for example Internet o r catalogue shopping. They can also facilitate their shopping experience, for instance by offering to deliver the products that they choose in the shop immediately at home for free. We will study in this report all of these channels focusing on the E-Retailing as a way to reach the older customer. Who are these seniors? As Barry Gunter explains in his book taste the older customer (1998), when it comes to communication, a major mistake that the retailers need to avoid is stigmatising the older customer with stereotypes regarding their carnal and mental capacities as they could be misunderstood and depreciated. Age is a relative concept we cant really define seniors by their age but more by the age felt. For doctors, people sustain seniors at the age of 70 years old when specific diseases affecting their patients. For the state, the barrier is 60 years old at the time of retirement. But for our study, we will focus on people over 60 years old, the fact that they retire from their careers make them different consumers from younger age groups who buy differently and have much more free time on their hands. We will limit our study to 80 years old people who are part of the oldest generation who dont really consume that much, cod to their difficulty to move out of the house and the fact that they are in nursery houses. So how do senior citizens see themselves? At 65, there is a gap of almost 20 years betwixt chronological age