You may think your small business is doing a great job of providing amazing customer service. But if your customer experience isn’t in line with what senior shoppers want and need, you could be leaving money on the table. And since the latest Global Aging Report from Nielsen projects that by 2050, nearly one in five people will be 60 or older, that could be a lot of cash!
Seniors often have more money to spend and more time to spend it than younger consumers. Here are some things seniors care about that you should consider when creating a senior-friendly customer experience:
- Print size. Half the seniors surveyed struggle to read package labels. Make sure your in-store signage, menus or marketing materials are legible for older readers. In general, a minimum of 12-point type is best. Avoid reverse-out type (light type on a black background), as this is harder to read.
- Good lighting. Is lighting in your store, office or restaurant adequate for older shoppers? If they can’t read your menu without getting a headache or worry about tripping and falling in a dimly lighted store, they may avoid your business altogether.
- Noise. As we age, background noise can drown out normal conversation. Make sure your location is conversation-friendly by using window coverings, carpet and décor to cover hard surfaces and muffle noise. Keep background music to a level that doesn’t make hearing difficult or offer to seat older customers away from speakers.
- Physical comfort. Wide aisles, handicapped-accessible restrooms and seating that can accommodate walkers or wheelchairs make a difference in whether older customers visit your location. About one-fourth of older customers in Nielsen’s survey complain that retailers don’t have enough places to sit down and rest, handicapped parking, handicapped bathrooms or wheelchair-accessible ramps.
- Personal assistance. Older customers may need help with heavy packages or bags. They are also more likely to want personal advice before making a purchase, rather than using a smartphone to go online to look up product information as younger customers tend to do. Be sure your employees are sensitive to older shoppers’ needs.
- Senior-friendly websites. Older customers do go online, but typically on their desktop computers. Make sure your site is senior-friendly by keeping it simple and readable. Use plenty of white space, easy-to-read fonts and colors, and clear navigation. You can even provide options for enlarging type in case users don’t know how to do that in their browsers. Finally, provide various options for seniors to contact your customer service department—they may prefer to speak to someone on the phone rather than use chat or email.