One size doesn't fit all baby boomer shoppers

December 5th, 2009:

Website offers advice to retailers

The problem, you see, is that there are so many shades of grey.

And any retailer hoping to tap into the wallets of aging baby boomers must realize that, says Lina Ko, author of Boomerwatch, an online site dedicated to tracking that huge demographic cohort.

There are boomers shopping in plus-size stores. But there are also lots to be found in Lululemon Athletica, easily sliding into yoga pants.

There is no one size fits all, she said, as we are probably entering an age of the custom fit. Boomers are going to want more service. They are going to want more advice. But they don't want to be singled out as a separate group. And don't call them old.

"The truth of the matter is boomers may not really want to shop at separate stores. Older women do not want to dress like an older woman. The 50-year-old woman thinks she's 40, and the 40-year-old woman thinks she's 30. Everyone thinks they are younger than they are and to be seen shopping at a store for 'older' women is not good for their self esteem," Ko said.

But, at the same time, they don't want to walk out the door looking like mutton dressed as lamb. Retailers are going to have to understand the mindset of aging boomers and have floor staff trained to be helpful, to offer advice, she said, and to make sure the customer does look good when he or she walks out of the store. She also predicts a rise in the use of personal shoppers - the customer describes what they want and shopper goes out and finds it.

"There's a need for retailers to understand and reach out," agreed Maureen Atkinson, a retail consultant with the J.C. Williams Group. Retailers must recognize that the experience is as important as the product, she added. Boomers have money to spend, but they want service for  their buck.

It's a lot of work, but it's worth it, Ko said. In addition to being healthier and younger in spirit than those who became seniors before them, boomers are also well-heeled.

Atkinson thinks retailers are aware of the grey new world approaching. "Everybody says yes, yes, must do something about it," she said. But she's not convinced there are many who have really addressed it in a comprehensive, thoughtful kind of way.

There is one Quebec company that is tackling the issue head-on. A few years back two small pharmacy chains - Essaim and Obonsoins - merged to form Proxim, and targeted the boomers head-on.

The name is drawn from proximity, and the company is betting that boomers will eschew the big pharmacy outlets and lineups at Costco for small neighbourhood drugstores that will give them quick, friendly service, along with expert advice.

Michel Chartrand, president of Proxim, said that since the company launched its new approach in 2006, brand recognition has improved and sales are up a bit, although the company has not been able to recruit a lot of new independent pharmacies to the Proxim banner.

Still, given the weak economy and fierce competition in the pharmacy market, he is undaunted.

He still thinks the company is on the right track.

SENIOR DISCOUNTS

Fifty is the new 65 when it comes to "senior discounts."

Many bargains that used to be available only to those 65 and older are now on offer to a much younger crowd.

Bianca Grohmann, associate professor of marketing at Concordia University's John Molson School of Business, notes what started with public institutions like Parks Canada and museums has spread to retailers and restaurants.

"The nice thing about retailers is it shows they have some sensitivity toward seniors, to give discounts to those who may not be able to afford to pay full price," Grohmann said.

Article Credit:

SHEILA MCGOVERN

Canwest News Service

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