Calling shoppers ‘dear’ or ‘luv’ could be costly for traders
That was the message yesterday from straight- talking politician Mary O’Rourke, as she launched a new initiative aimed at deterring retailers from using patronising form of address to older people.
The former Fianna Fáil TD and independent senator Feargal Quinn hit Dublin’s Grafton St to highlight the benefits for traders of adopting age- friendly attitudes to older shoppers.
The initiative, conceived by the Ageing Well Network, is designed to encourage businesses to improve the customer experience for “silver spenders” in order to boost their own revenues.
It is estimated that Irish people aged 50 and over have a combined annual income of €6.5bn, with that age group likely to double in the next 30 years.
According to the Ageing Well Network, grand-parents buy 50% of all toys, while older people take on average almost three trips a year in Ireland, spending an average of three nights away on each trip.
Among brands popular with purveyors of the grey euro are Guinness, Apple, and Toyota.
“There’s nothing I hate more than people in shops calling me “dear,” said Ms O’Rourke as she held up a banner proclaiming she didn’t stop shopping at 60 to the delight of passers- by. “I think a lot of businesses don’t understand older people’s needs or how to attract their custom. We shop just as much as everyone else.”
As a grandmother of six, Ms O’Rourke said she was one of the main buyers of Christmas presents in her family.
Mr Quinn, a veteran retail expert, said that businesses that don’t make an effort to attract the custom of older people are really missing out.
“There are so many simple and low cost things you can do to grow your share of the market and Christmas is a great time to start. Ideas include providing help with shopping, having places where customers can sit and rest, or offering a delivery service,” he said.
