Feb 23, 2021
anthropologists, Rich Kizer and Georganne Bender, discuss generational diversity and
the retail experience with Clint O'Rear.
- As a
supplier or retailer, it is important to understand the changing
needs of your consumer base.
of the biggest demographic trends in America is the aging of the
population, and many retailers and suppliers fail to think about
what changes are necessary to adapt to the needs of these aging
- Georganne - “You have to adapt to what each
generation needs, when they need it - not when you think you’re
ready to do it.”
- “You have to be a mind reader - by watching customer interaction
in the stores, and by using the store as a live entity/organism
that interacts with you.”
wait 10+ years to check the lumen density of
how fixtures are set that might create shadows on
you are in a business that interacts with customers in any way, you
are in the retail business, but you may not think of yourself as a
retailer. (Example: funeral home operators)
- There’s never been a better time to study,
learn, create, and impact retailing than in the current COVID
environment. It will change the way we look at everything in
- Retailers should give their team members in the
stores both responsibility AND authority to present the store to
the customer in the best way.
you are merchandising a section that aging consumers might shop,
think about how limitations such as arthritis, vision impairment,
and limitations to lifting heavier items can impact
- Use a
store layout and shopping aids, like shopping carts and baskets,
that will be easy for aging consumers to navigate and
store lighting to see if it is adequate for aging consumers - it
takes 3x’s the amount of light to see as well in your mid 60’s as
it takes in your mid 20’s.
your store environment safe for aging consumers - if they feel
safer in your store they will subconsciously want to visit your
store more often without even fully knowing why.
- Rotate and change your floor in some way
regularly so the customer isn’t seeing the same thing. 50% of
your store is never seen by customers because they shop on their
you are developing packaging for products that older consumers
might purchase, think about layout and font for customers who have
retailers with creative new products, and creative new ways to
- For Both Retailers and Suppliers:
the current COVID retail environment to assess what you need to
change to adapt to the new ways customers are buying and
interacting with information.
To contact Rich and Georganne, you can reach them at firstname.lastname@example.org. Or
find them on LinkedIn at Rich Kizer and Georganne Bender.
If you'd like to be a guest on the podcast, reach out to Clint
O’Rear at Clint@CreativeRetailTalks.com.
Learn how Clint and his team at Creative Sales Consulting connect suppliers &
retailers in the creative arts industries to build stronger
relationships and strategic sales growth, in order to bring joy to
consumers through artistic creative and decorative products.
"Carpe Diem" Kevin MacLeod
Licensed under Creative Commons: By Attribution 4.0 License