Senior public enters the target retail stock

São Paulo-With a potential for global consumption of $10 trillion in 2020, the senior public (above 60 years) should gain more and more importance in the retail. Although the perspective, and the actions that some retailers and malls already perform for this consumer, there''s still a big shortage in terms of specialty shops and services.
In addition, the potential Consumer Generations "study, done by Tetra Pak, points out that the expectations for the next four years is that seniors pass the represent 16% of all Brazil''s income. Today she is responsible for 11% of the total. The Managing Director of GS & Consult, Jean Paul Rebetez, says that an important point of this is that this is a discretionary income.
"She is free of regular payments, except health care and medicine. That is, it is a money that is available to be spent on shopping, "he says. According to him, the trend is that there is a very large growth of this audience in the coming years.
The Director General of Jeunesse in Brazil-company that sells cosmetics and anti-aging products-Marcel Szajubok, also points to the potential consumer. "People are living increasingly, and, consequently, that audience is growing. Those who don''t realize it''s losing an important market niche, "he says.
The CEO of AGR Consultants, Ana Paula Tozzi, signals that still generates an enormous business potential. "We''re seeing the brazilian population ageing, and this opens a very big opportunity for new business."
Despite the prospect of growth in the coming years, Rebetez points out that the retailers are not yet prepared to address this audience. "The selling point not yet evolved to offer the service, orientation and experience that the public demands. Has an aging population and income, but that does not feel included by brands and retailers, "he says.
In line with the consultant''s analysis, a study conducted by the Agency ICLP, and released yesterday (27), shows that only 13% of consumers over 53 years feel that their favorite retailers invest time to understand what they want. According to the survey, 77% of respondents stated that they would buy more if this reality changed and retailers to better understand your needs.
Faithful consumer
The importance of investing in this public also by the fact that consumers in this age group are more faithful, as like a product or feel well attended.
"The main thing for this client is the service. If he feels well attended and create a relationship and a link to the store, he will become a faithful buyer ", says Ana, the AGR consultants. The Managing Director of GS & Consult, Rebetez, agrees: "it''s an audience that prioritizes quality in all aspects, both the services of products." Although not yet widespread, some malls and retailers have realized the potential of the elderly and come from investing in stocks to attract and retain this audience.
The shopping Taboão, for example, has a project in partnership with ITA-that promotes physical activities and socialization for people over 55 years. "The Health project causes them to remain longer in the Mall, including the Mall in these people. In terms of customer loyalty helps a lot, "says the commercial Manager of the enterprise, Alessandra Tiraboschi.
According to her, the senior consumer represents 10% of the clients of the Centre. Although not possess data on sales, Alessandra says that perception is that people are "more willing to consume, and that has a more free money to spend."
The restaurant chain Burger King also recently initiated a project targeting this niche. In order to attract the consumer over 70 years, the company has created the so-called King senior who comes with two combos of burgers for the price of one.
Another Mall you want to start working with initiatives to stimulate consumption of this audience is the Frei Caneca. "We will work with loyalty programs, awards and activities for seniors," says marketing manager, Andreia Perini.
For Rebetez, the trend is that more and more retailers give importance to this audience. "As this is becoming a reality the retailers that have more vision will begin to think more in this niche," he says.