With the aging of the Brazilian population and the increase in life expectancy to about 75 years, according to IBGE data, the 60+ public has become an increasingly significant and influential portion in the consumer market. This group not only has considerable purchasing power, as pointed out by the Getulio Vargas Foundation (FGV), but is also more connected and integrated into consumer environments than ever before. Therefore, it is essential that retail develops specific sales strategies to meet the needs and preferences of this audience.
According to the specialist in marketing and business strategy, Frederico Burlamaqui, investing in sales strategies for the public 60+ is not only a business opportunity, but a need to ensure competitiveness in the current market. “Thinking strategies for the public 60+ is fundamental today, this includes improvements in service, development of products and services and the creation of campaigns that dialogue directly with the interests and values of this group. In addition, understanding and respecting diversity within the elderly public, avoiding stereotypes, can result in a more satisfactory consumer experience and in a stronger and lasting relationship with these customers.
Frederico states that the 60+ public values personalized and humanized care, making it essential to invest in training for the service team and create exclusive channels for this audience.“This type of approach can make all the difference in the experience of the elderly consumer, promoting greater satisfaction and loyalty. In addition, products and services should be developed with a focus on accessibility. From websites with larger letters and intuitive design to adapted physical stores, these details show respect and consideration for the elderly customer, ensuring that their needs are met effectively and inclusively”.
Digital channels
According to a study developed by Hype60+, which mapped the habits of this audience, consumers over 60 years old are digital first, and use the mobile more than the computer. Social media are also widely used, with WhatsApp being the first place on the list, followed by Facebook, Instagram and YouTube. The research also points out that the niches most searched by the mature in Google are services related to food, beauty and fashion.“Invest in digital channels to reach the public 60+ is of fundamental importance in the current scenario, where technology becomes increasingly present in the daily lives of people.
Frederico explains that the creation of digital channels adapted to the 60+ audience involves from simplifying navigation on websites, with larger letters and intuitive interfaces, to offering personalized online support. “In addition, targeted digital marketing campaigns and relevant content can increase the engagement and trust of mature consumers. Promoting digital inclusion through tutorials and workshops is also a valuable strategy, empowering seniors to use online tools safely and easily. Investing in digital channels not only expands the reach of companies, but also strengthens the relationship with an audience that increasingly values convenience and connectivity”.
How to take advantage of Grandparents Day to reach the public 60+
1 Focus on emotional marketing campaigns: create advertising campaigns that celebrate and honor grandparents, highlighting their stories and their importance in families. Use videos, social media posts and ads that touch the heart of the audience, generating identification and engagement.
2 ^ Make exclusive promotions and discounts: offer special promotions and exclusive discounts to the 60+ public and to those who want to gift their grandparents.Custom gift kits, products with significant discounts and special offers can attract more customers.
3 Offer events and workshops: organize events and workshops that are of interest to the elderly, such as technology classes, craft workshops, lectures on health and well-being, among others. These events not only attract the 60+ public, but also create an opportunity for interaction and loyalty.
4 & Customized products: develop products that specifically meet the needs and preferences of the elderly. Comfort items, adapted technologies, health and wellness products are excellent options.Also offer the possibility of personalizing gifts, making them even more special.
5 60+ Accessible communication: make sure all communications, whether in physical stores or online, are accessible to the public. Use larger letters, adequate contrast and clear language. Train your staff to provide humanized and patient care.
6 'Have strategic partnerships: partner with digital influencers and celebrities who are popular with the elderly audience. These partnerships can help promote your products and services more effectively and authentically.
7 Create relevant content: produce and share content that is useful and interesting for the public 60+. Health tips, well-being, leisure activities and inspiring stories are examples of content that can attract and engage this group.
8 Deliver enjoyable shopping experiences: create a pleasant and comfortable shopping experience in both physical stores and online. Offer expert support and personalized service to help seniors find what they need and make the most of their purchases.
