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© Silver Group
From a presentation to the Singapore Retail Industry Conference
September 11, 2013
50+ population
2018
36% 37%
41%
18% 18%
46%
37%
20%
21%
37%
37%
31%
39%
35%
Source: Global Demographics
© Silver Group
largest
© Silver Group
0~14
15~34
34~49
50+
Singapore 2018
Data: Global Demographics
37%
13%
27%
22%
37%Singapore population 50+, 2018
© Silver Group
* Aus, China, HK, India, Indon, Japan, Korea, Msia, Phils, Spore, Taiwan, Thai, Viet
Data: Global Demographics
-6% 2% 1%
0 ~ 14 15 ~ 34 35 ~ 49 50 +
fastest growing
APAC population
2008 ~ 18
+33%
wealthiest
© Silver Group
1,021.2
1,963.9
2005 2015
65+
Japan, Korea, Taiwan, Singapore, Australia, China, India, Thailand, Malaysia, Philippines
Source: MasterCard Asia/Pacific
US$ billions
US$2trillion p.a
Annual spending power. APAC 65+
USA:
80% - luxury travel
74% - prescription drugs
51% - OTC drugs
60% - healthcare spending
41% - new cars
25% - toys
$7 billion online sales annually
EUROPE:
45% - new cars & 80% top
range
50% - face care/cosmetics
55% - coffee
50% - mineral waters
50% - food oils (60% olive oils)
40% - yogurts & dairy
products
35% - travel, 80% cruises
© Silver Group
in-store spenders
© Silver Group
57%
66%
69%
72%
19 - 36
37 - 47
49 - 67
68+
% of in-store shoppers who purchase
Source: The NPD Group
loyalists
© Silver Group
54% 59% 61%
25%
27% 30%
18 ~ 34 35~54 55+
Salespersons help
Able to touch/try/feel
Source: Digital and the New Consumer - Havas
Q: We see little difference
between the needs of older
customers and those of other
customers
© Silver Group
Silver/SRA Survey. August 2013
Disagree/
Neutral
85%
Agree
15%
largest
fastest growing
wealthiest
most loyal
least contested
© Silver Group
© Silver Group
their attitudes are shaped by the
same influences as other age
groups
© Silver Group
AGE
GENDER
WEALTH
LIFESTYLE
SEXUALITY
EDUCATION
ETHNICITY
INCOME
© Silver Group
THINK FEEL LOOK
younger for longer
© Silver Group
most want to …….
ageing body
ageing mind
ageing senses
complex. relentless. universal
the big differentiator
25 effects of ageing
Communications
Support
Product
Online Retail
© Silver Group
•  no negative affect on younger consumers
•  minimal cost
© Silver Group
© Silver Group
Over 200
questions
across the
customer journey
The Audit Tool
ProductCommunications
4.7
63 years old
© Silver Group
Communications
Support
Product
Online Retail
2.2
© Silver Group
Retail
3.9
© Silver Group
Product
4.3
© Silver Group
Product
Support
4.6
© Silver Group
Design for the young: Exclude the old
or
Design for the old: Include everyone
takeaways
© Silver Group
our services
Workshops
"  Insightful, interactive, fun and actionable workshops that help teams understand the
opportunities and challenges of older customers
"  Sessions ranging from ½ day introductions to 2-day immersion and ideation
programmes
Age-Friendly audits
"  Using unique tools to evaluate your entire customer journey through the prism of
ageing
"  Enable business to identify and remove the barriers between them and older
consumers
Research and strategy
"  Applying research, insights and ideas to devise unique strategies that create a
sustainable competitive edge with the ageing consumer
Speaking
"  Kim Walker is one of the few global authorities on this subject. A TED speaker and co-
author of a definitive book on the subject*, his lively delivery entertains and
informs. His internationally awarded keynotes cover topics such as:
•  How you can benefit from your ageing customer base
•  Marketing to the ageing consumer© Silver Group
some of our clients
© Silver Group
Email: info@silvergroup.asia
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: https://twitter.com/#!/SilverGroup
Age-Friendly web: www.age-friendly.com
Contact us to learn more:
© Silver Group

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What retailers need to know about older shoppers