by Paco Underhill Kathryn Guisto Will Seastrom-Price Paul Brown

The Graying of America Demographic shift 60% of discretionary income is held by citizens 55 and over Achieved this by paying off mortgages and owning their homes outright Future Member

Catering to the senior consumer Seating encourages seniors to walk a certain distance when shopping. Increases basket size: when people sit down this encourages them to buy more. Waiting area in a store is a good place to advertise because they have a captive audience. Retailers have to take in consideration, how comfortable the seating should be. They don’t want customers staying for a long period of time.

Lowering the learning curve Households headed by people 55 and over account for 1 in 5 dollars spent on toys and games Provide basic guidance to make purchases more educated Retailers could provide lists of toys for different age groups Passing the “senior friendly” test could benefit everyone

The balance of service Face-to-face service is expensive. Many are resorting to automated services to save $ E.g. the banking industry: Relationships can be sustained online and on the phone but are consummated face-to-face Representatives to assist with automated banking services “ATMs are just like slot machines – only you never lose” helptheaged.org.uk

Senior-style logistics Eyes do not adjust to changing light as they age Product placement Makeup for elders often too low to reach If seniors are the ones spending more money, make products they buy more accessible Realize the shifts in the needs and demands of seniors. “The fashion world still seems not to have grasped the fact that few older women still lean toward double-knit pantsuits and figure-swallowing shift dresses”