Top Practices Driving Seniors Away From Your Business
- Written by Business Daily Media
Many businesses underestimate the purchasing power of the senior demographic. Yet when you think about it, seniors are a rapidly growing segment of the population with a relatively higher disposable income than other age groups. Plus, seniors not only have more time to shop but they also tend to be loyal to brands they trust.
So here are some top practices that drive away the senior demographic to be aware of.
Inaccessible Physical Environment
To not alienate seniors, you particularly want to pay attention to the accessibility of your store. Why? For example, seniors with mobility impairments may find it difficult to navigate through narrow aisles or climb stairs to reach certain areas of a business, and seniors with visual or hearing impairments may struggle to navigate through spaces that do not have clear signage or adequate accommodations for those with hearing loss. All of these seniors will likely take their business elsewhere to locations without these shortcomings.
Invest in fixes like wheelchair ramps at all entrances and exits, widening doorways and aisles, comfortable seating options, clear signage for directional signs, pricing, as well as product descriptions, and overhead lighting.
Complicated Technology
As a business, you should absolutely be taking advantage of applicable technology. However, many businesses fail to think about their customer demographic when choosing new technology. If seniors are a part of your customer demographic, you want to consider their needs and abilities when choosing new technology for your business.
Seniors have different levels of familiarity and comfort with technology, so start by choosing user-friendly and intuitive systems that are easy to use such as touch screens with easy-to-read icons, or voice-activated systems that eliminate the need for complex typing or button pressing.
You also want to consider the accessibility of your technology. For example, seniors with visual or hearing impairments may require assistive technology such as screen readers or closed captioning to access your digital content.
You could even offer additional support to help seniors in the form of tutorials, or help desks.
Poor Customer Service
Speaking of a help desk, one thing that could really drive away seniors is poor customer service. This is because seniors may be particularly sensitive to poor customer service as they tend to be more reliant on assistance from others. For example, if a senior encounters long wait times or rude staff they may quickly become discouraged and look for other options.
Keep in mind also that seniors are likely to share their negative experiences with friends and family at home, their assisted living facility, parks, and even online, which can have a ripple effect and hurt a business's reputation.
Invest in fixes like training friendly, responsive staff, and even specialized services, such as one on one assistance and on-demand home delivery options.
By addressing these issues, you can create a welcoming and inclusive environment for seniors and ensure that they feel valued and respected in your business in order to reap benefits like brand loyalty and an increased bottom line. So invest in physical and technological accessibility as well as responsive customer service for your business today.
