PHOTO: ISTOCKPHOTO
ARE YOU MEETING the needs of your aging customers? Today, Baby Boomers (ages 61 to 79) and Generation X (ages 45 to 60) combine to make up a significant consumer group known as Zoomers. (My firm, KIZER & BENDER, began using the term Zoomers in early 2000s to define the generations as they aged, long before it was used to define Generation Z.) These consumers are healthier and far richer than any other generation who spends money in your store, controlling about 70% of all wealth and accounting for more than 40% of consumer spending. And Zoomers are shifting their focus from material possessions toward a desire to purchase enjoyable and satisfying experiences. This makes them a key demographic for pet retailers.
Ensure you’re catering to their unique leads with this Zoomer Checklist:
Place products at more easily reachable heights. If your store has tall fixtures, train associates to assist customers who may struggle to access items on higher shelves. Consider saving the top shelves for backup merchandise.
Help them read tiny type. Presbyopia, a disease that affects our ability to see clearly up close, kicks in at around age 40. Those Zoomers wandering your aisles may miss key product details. So think about placing a basket of reading glasses in various magnifications at your cashwrap for customers to use on the honor system while they shop. Where needed, attach magnifying cards to displays with plastic spring ropes to make it easier for shoppers to read product labels.
Pump up the font size. Signage, brochures, newsletters and other point-of-purchase materials are designed to help customers make good purchasing decisions when there isn’t an associate readily available to help. If they can’t read the materials, no one wins.
Adjust your lighting. As we age, it gets harder to adapt to different lighting. Zoomers need two to three times more light to see as clearly as younger generations. If you’re not sure where your sales floor stands lumen-wise, consult with a lighting professional to find the right balance for your store.
Consider carts. If you offer shopping carts, test them frequently to ensure that wheels all turn the ways they are supposed to. If your store doesn’t have carts, consider investing in a few. Carts help Zoomers — and every other generation — shop a little easier.
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Add seating. A comfortable bench or chair on your sales floor gives customers an opportunity to sit and relax. While younger shoppers may enjoy the option to rest, some older Zoomers may rely on it.
Opt for non-slip. If you don’t already have a non-slip floor to help keep pets on their paws, consider it for Zoomers, as well.
Choose handles over knobs. Arthritis is common among Zoomers, making handles easier to use than knobs. Replacing doorknobs with handles is a simple change that makes a big difference.
As The Beatles famously sang, “Will you still need me, will you still feed me, when I’m sixty-four?” The answer is yes, but you’ve got to be prepared to meet the Zoomers’ evolving needs.
