Senior client prefers neighborhood store

São Paulo-While the arm wrestling between the retailers focus on winning the young audience, senior citizens-consumers or people, according to 25,000,000 IBGE-are a great business streak. The best part is that, unlike subsequent generations, they don''t care about brands, and prefer the neighborhood retailers.
"For the small and medium shopkeeper, invest in personalized service to the senior audience is a very good strategy. They prefer to attend stores closer to home, preferably ones that employees know you by name, "sums up the marketing communication professor of the Federal University of Paraná (UFPR), 3sl.
The complete academic even though the prospects for the future are even better. "The brazilian population is aging more, the IBGE''s estimate is that by 2026 the country 37,000,000. It''s a market! ", points out.
The academic perception can be endorsed by an advisory search Officina Sophia Retail, which did the research '' 6.0 '' Generation together with the Standard Intelligence Centre (CIP) to map the behavior of this generation. The study points out that the neighborhood stores are the tracks of seniors: in supermarkets, for example, these stores have 20% of the entries, in front of Extra (18%) and Carrefour (17%).
Renner (19%) and Casas Bahia (32%) appear as tracks, respectively, in retail textile and electro. Between pharmacies, Ultrafarma (17%) gets the most, followed by Walgreens and pharmacies of neighborhood, both with 14%.
Ensuring sales
Among the key points to win the '' best customer age '' the retailer''s effort to do a proper service, with an attentive salesperson, air conditioning and labels with large numbers are the main demands. "The good news is that, unlike the young audience, which demands assistance in stores that involve technology, these modifications to meet the senior audience has almost zero cost," says academician of UFPR.
On the other hand, self-service shops, impersonal vendors and hidden labels on the product are factors that make customers 6.0 generation leave to go to a store.
Who has enjoyed good business from this public is the Fifth Corner neighborhood market in Porto Alegre (RS). In operation for nearly 60 years, the owner of the operation, and grandson of the founder, Aroldo Manzini, says that more than 50% of consumers have more than 50 years. "We have the advantage of being in the same place for six decades, so have customers who came to the opening." Among the strategies to win the consumer savvy, the Executive points out the monitoring of the purchase. "This consumer does not like to be wrong, so there''s no point inventing promotion that doesn''t exist," quips. In addition, he offers to monitor company AIDS the client home, when the purchase is too heavy.
Digital interaction
Wrong who think that more experienced generation of population is outside the virtual sales. Another study of the Officina Sophia Retail found that a large number of consumers with more than 60 years have buying habits and digital use. According to the survey, 91% of respondents said that they already carry out purchases over the internet, with 74% intending to perform e-commerce purchases in the coming months. In addition, every 7:00 pm 10 consumers in this age group are using the web to find prices of products.
For the male audience, most items purchased online are consumer electronics/appliances, trips, and sporting goods, among women, clothes/shoes/bags, books/DVDs/CDs, and pharmacy.