Older Australians, backed by financial stability and favouring personalised and supportive in-store experiences, represent a significant demographic for retailers, a study from Manhattan Associates reveals.
Older shoppers crave calmer and quieter in-store spaces, with about two-thirds surveyed preferring the in-store music volume to be turned down. One in four will try to avoid environments with loud in-store music.
“These shoppers are among the most financially secure and active in the retail space,” Raghav Sibal, VP of Apac at Manhattan Associates. “They’re not shopping just for products, they’re shopping for a comfortable, helpful and human experience.”
About 68 per cent said their finances either have no influence on or increased confidence in their shopping habits, even if there are interest rate pressures at play, while 64 per cent said special offers and promotions will influence their spending decisions in-store.
“Creating in-store experiences that reduce sensory overload and provide access to well-informed, available staff will go a long way in driving loyalty and repeat visits,” said Sibal.
In-person support is still a critical point for shoppers
Nearly half of mature-aged consumers find it helpful if there were more in-store staff available to assist them in introducing new supportive technologies or unfamiliar products. In contrast, 26 per cent of respondents are likely to shop without any assistance.
“Retailers sometimes assume that mature-age shoppers want to be left alone, but the data tells a different story, and this group values human connection,” said Sibal. “It’s that personal interaction that makes the difference, someone who can answer questions or offer guidance.”
The study shows that about 73 per cent of older individuals are comfortable with new technology implementations in-store and won’t hesitate to use them to improve their shopping experience, such as self-checkouts and similar services, while 40 per cent would look for staff assistance when using these tools.
Increased shopping confidence online by only reassurance and clarity on the digital marketplaces
The trend for online shopping is not limited to younger groups of consumers; 65 per cent of older generations surveyed are also likely to shop online, drawn by the convenience of wider product options and better cost factors.
“They’re not just looking for tech-savvy interfaces; rather, they want clarity, trust and a sense of control.”
The factors related to reassurance and lucidity in their shopping journey, which affect shoppers’ decisions on where to shop, include website security, navigation, and detailed product descriptions.
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