Keep Senior Shoppers From Worst Impulses

Researchers at University of Stuttgart in reviewing forty-five years of research about how older people make purchase decisions see an excess of impulse. It has to do with the trouble the aged brain often has in filtering out irrelevant signals and in keeping focus. Therefore, the impulse buying is more likely to occur with merchandise, packages, and shelves featuring bright colors, animation, or abundance. Seeing other shoppers getting excited about a deep promotional discount can set off the senior purchasing merchandise or services they don’t need at all.
     Compared to younger shoppers, the seniors spend less time and attention on gathering detailed information before purchase. This doesn’t mean they’re more likely to regret their purchases later. In fact, they are less likely to complain and more likely to accentuate the positives after making a bad decision. Even when dissatisfied, they tend to return to the same set of merchants and shop for the same brands because familiarity has appeal and because memory is often flawed. The researchers found that habits are so strong that when there is evidence of harm from a product, senior shoppers usually have to be assertively steered away from repeat purchases.
     To responsibly keep senior shoppers from their worst impulses:

• Encourage seniors to shop with companions. The socialization slows down the decision making and allows the others to warn the shoppers. Even when the companions are themselves all elderly, the group members might compensate for each other’s impairments. 
• Help seniors stay away from crowds. While a small group of companions is helpful, a large congregation is stressful. The anxiety triggers impulsive decisions. One reason seniors prefer shopping early in the day is to avoid crowds and avoid feeling crowded. If it doesn’t work for you to have seniors come at morning hours, set up attractions such as senior discount days for times less popular with younger shoppers. 
• Allow for reflection. Without challenging or belittling senior shoppers, ask them to tell you their reasons for selecting an item you suspect is an impulse purchase. And as long as your business success allows for it, maintain liberal return policies. 

     To be sure, with many seniors, there are forces that make impulse purchasing unlikely. Older people have less need to buy because of social conformity, for example. When you’re 95 years old, let’s say, you’ve little reason to worry about peer pressure. There aren’t that many peers around.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

Click below for more: 
Stimulate Quick Thinking for Impulse Sales
Embrace Sadness in Marketing to Seniors
Help Seniors to Shop Early
Ask Customers for Their Opinions of Items
Return to Reconsider Your Return Policy