Blue Sand Marketing

Professional Beauty, March 2008

30 Ways To Attract A More Mature Clientele

3. Offer Pain Relief Treatments

"For the older generation, health becomes more of a concern, so treatments that alleviate aches and pains, help with insomnia or just make them feel ‘taken care of' will appeal", says Katherine Arbuthnott, director of Blue Sand Marketing.

7. Liven It Up

It's easy to be led into thinking that promoting to the older generation is a bit dull and uninspiring.  You worry they won't be interested in new product or treatment concepts because they are stuck in their ways.  However, as Arbuthnott says, "The over 50s market has a significant amount of disposable income and, for those who are retired, time - both pre-requisites for regular spa consumers.  The older spirit is much more adventurous than we would at first believe.  Saga has done away with coach trips to Bournemouth and now offers trekking trips to Nepal.  The older shopper will soon be replaced by the ‘evergreen shopper' - consumers who want to stay young both physically and emotionally."

28. Promote To Pensioners In Your Quiet Times

Bring in the grey pound during off peak hours to fill up white space, suggests Arbuthnott.  But she says, the key is to research this market before you try and give them something they are not interested in.  That doesn't mean they won't be interested in trying new treatments, particularly if your therapists sell the benefits to them.  "Ask them what they want and put together packages to suit their needs.  Then invest some time in introducing them to new ideas with free taster treatments or consultations.  The mature clientele are a discerning lot.  If they buy, they will be loyal, so it's worth putting that extra effort in up front to inspire them to try something new," she says. 

 

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