A change of perspective on older consumers is needed

In Industry News On

A distinctive feature of this year’s Domotechnica, the Cologne-based home appliances show, was an ambitious programme of seminars, including one on business opportunities from the older customer market. An impressive line-up of speakers, which included Dieter Hackler, head of the Senior Citizens Department at the Federal Ministry, called on the manufacturers, advertisers and retailers to change a perspective on the 50 plus market. “It is not only smarter but also essential to target this group as it gets bigger and economically stronger.”
Although this consumer group is diverse, they have a number of common features. For example, quality is a top priority for them; likewise, brand awareness. Ease of use, functionality and design – all strongly influence their purchasing decisions. They also highly value competent and personal customer advice.
Some of their needs don’t differ from these of younger families. For example a shower with two-part door is very convenient for washing small children. Moreover, as the close-knit family living together is gradually disappearing, the older people stay on their own and they need to make their homes comfortable and safe for themselves. Many of them are prepared to make substantial investments in new domestic appliances catering for their needs.
There are plans in Germany for an industry panel to prepare a programme responding to this new opportunity.

You may also read!

Whirlpool UK named Large Manufacturer of the Year at the Sirius Awards

Whirlpool UK Appliances was named Large Manufacturer of the Year at the Sirius Buying Group’s 2022 conference. The company said


4lite extends warranty promise

Leading lighting provider, 4lite, has announced the extension of its warranty period across the majority of its products. Almost all


New eco-friendly 2-in-1 kettle from LAICA

Household appliances brand LAICA has launched Dual Flo, which it describes as being, a truly innovative and eco-friendly, 2-in-1


Mobile Sliding Menu

©2021 Innovative Electrical Retailing. Datateam Business Media Limited. All rights reserved.
Registered in England No: 1771113. VAT No: 834 8567 90.
Registered Office: 15a London Road, Maidstone, Kent ME16 8LY