J U N E 6 , 2 0 1 2

CUSTOMER SERVICE AND SELLING TO THE OLDER

GENERATIONS

Ann Noland, CEO

May Creek Senior Living Campus

Walker, MN

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

QUESTION?