NFIB

How to Attract Senior Customers
03/ 14/ 2002


Recent data report that people in the United States can expect to live about 30 years longer than their counterparts did at the beginning of the century. According to the Centers for Disease Control and Prevention, life expectancy in the United States rose from 47 years in 1900 to 76 years in 1996. In today's Workshop, contributor Edith Helmich discusses some ways to tailor your business for senior customers.

Business owners should be watching these type of data, because our seniors are good consumers. Financial security is better for today's elder population than any time in history. The retired person who walks through your door as a customer has money to spend and the potential to be a customer for many years.

Although good service and a good product appeals to all ages, there are special conditions that attract -- or repel -- older customers. Think about the following senior preferences as they apply to your business.

Senior citizens like:
* Smaller portions at restaurants.
* Food substitution options.
* Special prices and discounts.
* Comfortable chairs.
* Free Coffee in waiting areas.
* Television or magazines in waiting areas.
* Convenient and clearly-marked rest rooms.
* Clean toilets w/grab bars and accessible entries.
* Sitting areas -- benches or chairs in stores.
* Soft music -- or no music.
* Ramps at entryways.
* Complimentary wheelchairs or 3-wheel electric carts.
* Automatic doors.
* Handrails for all steps.
* Assistance with packages.
* Large print on price and size tags.
* Polite sales people who smile and offer to help.

Senior citizens dislike:
* Blaring music.
* Flashing lights.
* Dim lights.
* Narrow aisles.
* High shelves.
* Small print.
* Manual doors.
* Dirty or hard-to-find rest rooms.
* Sunken or raised floor areas -- decorative steps.
* Spicy foods/hard rolls/inedible garnishes.
* Trendy cutlery or odd-sized utensils or dishes.
* Curt or disinterested sales people.

All of the above likes and dislikes are not applicable to all businesses. However, most business owners can improve or add to their current list of accommodations for older customers. Want even more ideas on how to attract this special age group? Just ask your parents, grandparents, and other age-appropriate people for suggestions!
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