Another finding from my research study on Indonesia's expanding segment is on the shopping channels of Indonesia's 55+ population. We asked these individuals on their habits on shopping from different channels: hyper/supermarket, minimarket, traditional markets, and online shopping – and uncovered valuable data that sheds light on their preferred shopping channels. Let's dive into the number:
Hyper-supermarket: Only 1% of respondents shop at these types of stores every day or a few times a week. 14% visit these stores on a weekly or monthly basis.
Minimarket: 8% of participants shop daily or a few times a week, with close to a third (29%) on weekly or monthly visits.
Traditional markets hold a strong appeal for this generation, with 47% preferring to shop here almost every day or a few times a week. Additionally, 20% of respondents visit traditional markets weekly or monthly.
Online: Online shopping seems gaining traction, particularly among the 55+ age group. While only 2% shop online frequently, 9% engage in weekly or monthly online purchases. More about this online shopping in my next post.
These insights have practical implications for retailers seeking to capture the opportunities presented by the 55+ market segment, such as
Enhance In-store Experiences: Traditional Markets and Mini stores are popular among the 55+ generation. Retailers can capitalize on this by enhancing in-store experiences, providing comfortable shopping environments, clear signage, and personalized assistance to cater to their needs.
Tailored Marketing and Communication: Craft targeted marketing campaigns that resonate with the values and aspirations of the 55+ segment. Emphasize convenience, affordability, and personalized service in promotional materials.
Leverage Digital Presence: While online shopping is currently less prevalent among the 55+ age group, there is a growing trend of weekly or monthly online purchases. Retailers can leverage this opportunity by optimizing their online platforms such simplify the user experience, offer clear product descriptions, and provide payment options preferred by this segment
A few examples of how modern channels have specific strategies for the elderly segment are such as Senior Discount Days, Dedicated Shopping Hours, Personal Shopping Assistance, Home Delivery Services, and Seating Areas and Rest Spaces.
They are still actively doing their own shopping and decision makers. By understanding and acting upon these insights, retailers can tap into the potential of this segment. Capturing their attention, trust, and loyalty will not only drive business growth but also foster lasting customer relationships.
More on online shopping in the next post.
Iwan Murty
https://bit.ly/3JNv0zW to check the post in my LinkedIn
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