Age-segmented marketing may not work
Targeting seniors in an obvious way will turn away both young and old customers
Singapore
CATERING to the silver-haired is not always something to shout about. The changes needed to make products more age-friendly and accessible may not be dramatic, said Kim Walker, chief executive officer of Silver Group, a business consultancy in the 50-plus market.
It could be modifying the formulation or packaging to suit the changing physical needs of an older body. "It's not headline news," he said. Insight Vacations increased brochure and font sizes for easier reading while Hong Leong Finance equipped its Hong Lim branch with wheelchair-friendly facilities.
BT is now on Telegram!
For daily updates on weekdays and specially selected content for the weekend. Subscribe to t.me/BizTimes
New Articles
HDB resale prices accelerate, rising 1.8% in Q1 on stronger demand
Digital Core Reit Q1 distributable income slips 2.4% to US$10.6 million
BT subscribers can now share 5 premium articles a month with unlimited number of non-subscribers
First Reit reports 3.2% lower Q1 DPU of S$0.006 amid interest rate, forex headwinds
Vietnam holds first gold auction in 11 years to stabilise market
How Hudson Yards went from ghost town to office success story