InStore Marketing Presentation 11/13/08

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In 2003, Adeg Aktiv Market 50+ in Austria was the first retailer to prototype and implement senior-segmented retail channels. One defining service feature was an emphasis on staff 55+, thereby avoiding the need to train employees in “senior sensitivity.”

Since the Kaiser “Generations” store opened in 2005, sales have increased by 25 per cent above forecast figures, with more than 60 per cent of its customers aged over 50.

Tesco opened a 60,000sq ft store in Newcastle in the UK, next door to Newcastle University’s Institute for Ageing and Health. In 20 years’ time, half the population of Europe will be aged over 50.

European senior-friendly retailers include non-skid flooring, brighter lights and even “talking” scales for produce.

Aisles are wider to facilitate cart maneuverability. Help buttons are located throughout the stores, and special attention has been given to create simple, clear wayfinder signage with high visibility.

Product displays begin higher up from the floor and steps are built in to reach higher-placed SKUs.

These senior-friendly stores dedicate floor space to relaxation and socialization features.

In-store typography utilizes large fonts and very clear contrast.

Shelf signs indicate products ideal “For the Small Household,” smaller portions especially suitable for single people or couples without children.

Easy magnifying devices are attached to shelving throughout the store.

Kaiser’s senior-friendly cart design.

Here, Energizer has included many visual cues that indicate the ease of opening (and replacing) the product.

Target innovated medical packaging design with its new packaging: a built-in magnifier with every bottle, color-coding rings, high legibility.

Pharma products have stolen a march on senior-friendly packaging over most CPG. Many older adults leave the tops off of their pill bottles. Aleve solved this problem by creating an easy open arthritis cap. It allows someone with arthritis, or another common ailment, to easy gain access to their medicine while continuing to make it child proof. Cap requires pinching tabs with one hand while turning with the other.

Blister packs are the bane of anyone looking for easy opening. Logitech received a variety of consumer complaints regarding their products, including package-opening injuries. So they re-engineered blister packs that bend at a corner to start an opening and pull apart relatively easily because the material has an outline of perforation. They’re on record as stating their packaging redesign is in response to the assertiveness of baby boomers .

To target older adults, use clear product descriptions, good legibility and use of non-verbal information where possible. Products that remind middle-aged and senior adults of their youth are also intrinsically more attractive. One way to leverage the emotional appeal of nostalgia amongst older adults is to use retro packaging. That extends to both the package itself as well as its facings. Tetra Pak recognized this trend when it re-launched its traditional tetrahedron-shaped carton, the 'Tetra classic'.

Two examples of packaging with nostalgic label cues. On the right, Morflake attempts to create new packaging that appears traditional, tells a story about its 50-year heritage, but will appeal to Boomers’ modern lives.

Purina's Fancy Feast canned variety pack is an excellent example of packaging convenience that appeals to Boomers. The cans come in a paperboard case with a handle for carrying and a dispensing chute for easy access with just the tear of a strip. Additionally, the can itself has a pull-tab that eliminates the need for utensils and makes serving a gourmet meal simple and clean.

This is Red Heart, one of the first wines to promote healthy lifestyle qualities, such as extra antioxidants. We can expect health-oriented messaging, organic products to have increasing appeal for Boomers.

How does all of this inform product design and marketing? Well, consider the Honda Pilot which has dashboard features that were originally created for younger demos wearing ski gloves, but which developed a senior appeal because the knobs and controls could be more readily operated by those with decreased finger tactility and flexibility.

Dacor is targeting seniors by creating stoves with variable font size and color scheme read-outs for easier legibility, variable alarm volume and pitch settings, and shorter stove doors which require less stooping.

The Jitterbug is gaining in popularity with older adults because of its oversized buttons, highly legible screens and fewer features for a very simple, clear user interface.

Here’s a new toilet by Kohler with a heated seat, built-in night light under the lid, push-button seat lift, more ergonomic design, and a terrific mark-up in profit margin. It costs $3800.

This is a transformation of the traditional “granny cart” using trendy, Boomer-friendly, pop design.

This is the Love Bug, a cane featured on the site elderluxe.com. A great indicator of the change in Boomer design because it transforms what was traditionally perceived as an emblem of disability into a personal style statement.

Just try to guess what product this body copy is selling.

This is an ad for the same product. Unless you look closely, you have no idea that…

…the Vibe is, in fact, a hearing aid. Again, a transformation of perception from traditional support for the aging to a fashion-forward accessory.

Here’s a high-tech grocery list recorder that is voice activated.

Expect to see increasing innovation in ergonomic design. These are gel-grip handles. The same company makes cutlery with “poseable” heads.

One of the bevy of devices that use tech to overcome vision loss or impairment.

Michael Graves, the designer made famous by his cool but affordable industrial designs for Target, has re-engineered a line of home aid products. “People who become disabled have to radically redesign their outlook about the physical world,” Graves says. “They redesign their sense of privacy and their sense of independence. Yet in the products they have to use, design has abandoned them.” These are tub rails, pictured here. Both rails are intended for consumers looking for an easy-to-install support, a trend which we expect to grow as Boomers change their homes to allow a longer stay-at-home lifestyle than their predecessor’s cohort.

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InStore Marketing Presentation 11/13/08 - Presentation Transcript

The Impact of Aging Consumers on Manufacturers and Retailers
WHO IS VARSITY?
WHAT WE DO
- Experience began with more than 75 retirement communities
- Backed up by a 50-member marketing team at Pavone
- National experts
WHY WE DO IT
- Most marketers are not in this demo
- To better understand a new marketing demo without assumptions
- Ethnographic research to create a truly unique point of view
- To assemble a predictive model of future Boomer behavior
DEMOGRAPHICS
- 55+ market is larger than Hispanic and African-American markets combined
- Holds over 75% of the nation’s wealth
- Has nearly 2 trillion dollars in disposable income
- Controls 70% of all disposable income
- Life expectancy of 55+ continues to rise
DEMOGRAPHICS
- Older adults will continue to be a MUST target
- Distinct cohorts
GOALS OF STUDY
- Add depth to base of existing Boomer/older adult intelligence
- Study of emotional and physiological needs to inform new products, marketing design, and best use of media
- Study mature market for base of comparison against aging Boomers in future studies
INITIAL STUDY
- Ethnographic research
SOME RESULTING SUGGESTIONS
SOME SUGGESTIONS
- Product/packaging design
- Retail design
- Boomer mindset
OVERALL APPROACH
- The biggest opportunities
RETAIL DESIGN
RETAIL DESIGN
- Access is important
- Non-skid flooring
- Large signage
- Greater need for non-glare lighting to make it easier for them to read
- Large/clear labeling with high contrast
- Furniture that accounts for physiology of older adults
Actions when planning to go shopping
Used when shopping
Found difficult while shopping
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
PACKAGING DESIGN
Difficulties with products
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER MINDSET
55+ BOOMER MINDSET
- Don’t want to be “seniors”
- Active aging – engaged in life
55+ BOOMER LIFESTYLE
- Boomers
- They want to collect different experiences
55+ BOOMER LIFESTYLE
- Experiences
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING It fits who you are. At any given moment. Like you, Vibe has nothing to hide. With an expanding selection of interchangeable, snap-on covers, you can show the world your true colors – and change them just as fast as your mood. Whether you want to unmask your inner Flirt, rev up your Dynamo, or you’re simply feeling Lucky? Or Safe? Anything but Granola!, Vibe lets you express yourself any way you choose. So show your confidence. Spice up an outfit. Shake up the status quo. But never blend in.
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
55+ BOOMER SPENDING
SUMMARY
SUMMARY
- 55+ will never be the same
- Multiple targets even within 55-65 and 65+
- Boomers don’t want to be “old” like their parents
- Design for 55+ will change the marketplace
- Opportunities abound for companies that help older adults to take things for granted
QUESTIONS