E&M

2020/3

Luca Buccoliero Elena Bellio

Large-scale retailers Aim to Conquer the Silver Customer

The over-65 population segment is characterized by strong elements of diversity and cannot be considered as a single homogenous group, but to the contrary, requires careful and analytic profiling. The silver population has been neglected by commercial offers, especially as regards the purchase experiences of food products and the design of large-scale retail points of sale.#The silver segment particularly appreciates the function of socialization, encounters, and entertainment that commercial spaces can provide. This combines the experiential aspect with sales personnel, a decisive factor in satisfying over-65 customers during their shopping.

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