CUSTOMER SERVICE AND SELLING TO THE OLDER GENERATIONS Ann Noland, CEO May Creek Senior Living Campus Walker, MN J U N E 6, 2 0 1 2
GENERATIONS The GI Generation 1901 1926 The Silent Generation 1927-1945 Baby Boomers 1946 1964 Generation X 1965-1980 Generation Y 1981-2000 Generation Z 2001 to now
THE GI AND SILENT GENERATIONS 1901 TO 1045 These generations created retail Worked up from Chevy to a Pontiac From Woolworth s to Sear s The best brands were the best. During their youth premium goods appeared. TV arrives Advertising rose and Prices rose to pay for ads Are less likely to enjoy shopping than other gens. But are the richest, most free spending retirees in history. Are on the internet Can be targeted by email.
THE BOOMERS 1946-1964 From birth Upwardly mobile Racing with the Jones Struck out on their own at 18 Or got an education, Or played the corporate game Or started their own businesses. Boomers strove to do better than their parents
THE BOOMERS AGE 48 TO 66 May be the first generation to appreciate the distinction of good, better and best and still look for and buy the best. Excedrin Green Giant Value Do have a higher than average disposable income. Tend to have store loyalty. Move online if get ignored by retail 65% have taken their dollars online to avoid hassles. First generation to buy it now and use credit.
GEN X OR GENERATION Y 1965-2000 Are the young work force Not brought up on good, better, best Don t know illusion of quality vs actual quality Skeptical of ads and marketing Change jobs frequently Never have experienced good service Impersonal is ok Feel like smart shoppers
THE GENERATIONAL SALES DILEMMA When a GI or Silent enters a retail store and are waited on by a gen X/Y: They do not talk the same language, They do not view goods or purchases in the same way. Clerks must be aware of generational values in order to provide appropriate and high quality services. Employers need to train the sales staff on how to present premium items.
THE GOOD NEWS Multi-generational shoppers Unique to this era One generation shops for themselves and for three other generations! Have disposable incomes Are typically 45-64 year old Has one or more elderly parent Have children in their thirties Have an average of 5 grandchildren Are generous and proud of it
TO GIVE GOOD SERVICE IT HELPS TO BE AWARE OF NORMAL AGING Silent Generation and soon Boomers Hearing changes Process slightly slower Joint pain may slow movement Visual changes Mobility limitations Limited reaching and bending Memory losses are not normal
LOCAL SENIORS Want wait staff and clerks who: Have manners and are respectful Offer to help without judgment Are willing and eager to help Make eye contact, smile, speak clearly and normally Recognize special needs without focusing on the disability Are patient and show they have the time Will carry out bags or packages.
SENIORS ALSO: Prefer older clerks Like to shop in less busy times of day Want wait staff or clerks to be available. Eye contact, smile and speak clearly and normally. Recognition of special need without focus on disability. Want even floors and entries, wide aisles and flat rugs. Like to have time to process decisions and payment.
FROM LOCAL RESIDENTS, MEN AND WOMEN AGES 75-95 Walker businesses all have good service. Small town neighborhood atmosphere. Staff always helpful and courteous. Appreciate and use the benches and chairs. Casino now shows an appreciation of seniors. Would like better sidewalk and curb snow removal in Walker.
STORES SPECIFICALLY DESIGNED FOR SENIORS Experiment was very successful Cater to special needs Music they like Nonskid floors Extra wide aisles Brighter lights Step stool to reach higher shelves Carts that are lighter, easier to move and less deep Clear signage Magnifying glasses on shelves and carts
STORES THAT SUCCESSFULLY TARGET SENIORS Incorporate as many design supports as possible Discounts and promotions Published discount in paper and online Word of mouth With a discount card could jump to front of line Discount days once a day, once a week or once a month Free gifts Offer classes and useful information Once they love you, they love you forever.
RESTAURANTS Greet and seat quickly Help find spot with easy in and out access Good lighting to read menus Chairs with arms Explanation of menu items Serve the right portion for the right price. Senior or ½ orders Smaller portion choices very appreciated. Price point $5-8 main item. Lightweight coffee and water carafes. Small cups with larger space handles Help with buffet and returning to table Offer healthy diets
RESORTS
RESORTS
SPAS AND SALONS Easy access into and out of chairs Special foot care options for seniors Extras like massage of hand, feet Senior Discounts Remember them and what they want Easy scheduling Extended hours Offer new services and suggest changes
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