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REMAININGRELEVANT
toThe Silver Market
Thursday, August 5, 2010
© Silver Group 2010
“OK, we know populations are
ageing….
Thursday, August 5, 2010
© Silver Group 2010
“.... we don’t want to become a brand for old people.....”
Thursday, August 5, 2010
© Silver Group 2010
“…. where to begin?”
Thursday, August 5, 2010
PHYSIOLOGY
PSYCHOLOGY
Thursday, August 5, 2010
© Silver Group 2010
DENIALThursday, August 5, 2010
© Silver Group 2010
Don’t call me old!How do you think, feel and behave relative to your actual age?
SilverPoll™ Jan 2009
0%
15%
30%
45%
60%
Australia ChinaIndia
JapanSingapore
HK
5 ~ 10 years younger
Thursday, August 5, 2010
© Silver Group 2010
the ‘new’ old
THINK FEEL LOOK
YOUNGERYOUNGERYOUNGER
Thursday, August 5, 2010
PHYSIOLOGY
PSYCHOLOGY
Thursday, August 5, 2010
© Silver Group 2010
“What aspects of getting older most annoy you”?
17%
17%
19%14%
9%
25%
Needing reading glassesGet tired more easilyNot having the physical energy and strength of my youth Being categorized as an old personThe difference between the person I am and the person I see in the mirrorOthers
SilverPoll™ Jan 2009
Thursday, August 5, 2010
© Silver Group 2010
Pre Teens Young Adults
Older Adults
Silvers
AGESPECIFIC
AGESPECIFIC
Silo
age-neutral
Thursday, August 5, 2010
© Silver Group 2010
why age-neutral?
don’t want to buy ‘old people’s’ products
expect an age-neutral purchasing experience. Not one optimised for younger people
Thursday, August 5, 2010
© Silver Group 2010
understand, measure, and remove the barriers with (older) customers
Thursday, August 5, 2010
© Silver Group 2010
Explore / Research Deciding / Shopping
Preparing for consump9on
Consuming
Post-‐ Consump9on
Need trigger
the customer journey
Are You Ready?
Thursday, August 5, 2010
© Silver Group 2010
making the connections
PHYSICAL
SENSORY
COGNITIVE
ONLINE
COMMUNICATIONS
PHONE SALES/SUPPORT
PRODUCT
RETAIL
18 effects of ageing
Customerjourney
An assessment
of age-neutrality+ =
operational analysisprioritised action plan
Thursday, August 5, 2010
© Silver Group 2010
becoming ‘age-neutral’ keeps companies relevant to customers as they age, without alienating younger segmentsphysiological ageing is relentless and
impacts:➡all customer touch points➡new product design➡marketing communications
an audit will identify the barriers
Thursday, August 5, 2010
© Silver Group 2010
Connecting you to the 50+ market
REMAININGRELEVANT
toThe Silver Market
Thursday, August 5, 2010
© Silver Group 2010
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
email: [email protected]
Connecting you to the 50+ market
Thursday, August 5, 2010
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