How do retailers make sure that they are reaching the older customer Thesis

How do retailers make sure that they are reaching the older customer How can they successfully keep the retail experience relev - Thesis Example Layout of products and websites (how are products presented) How easy is it to navigate? Screen Language used Promotional offers Delivery charges and methods Mailing, newsletter (sent according to previous purchase or not) Help and FAQ area Swot analysis and recommendations III. Conclusion Recommendations One of the major changes of the century is the global ageing population. As Richard Watson says in his book Future Files (2008), the ageing population is the biggest trend that will shape the next 50 years and that will radically modify the way people consume. According to the British Parliament website, 10 million people in the UK are over 65 years old.   The latest projections are for 5? million more elderly people in 20 years time and the number will have nearly doubled to around 19 million by 2050. We can explain the trend by the fact that people are now not only living longer thanks to great progress in the medicine but also the ageing of the large number of individuals born during the baby boom. Figure 1: Population by age in the UK in 1984, 2009 and 2034 Source: National Statistics Online, 2010 Hence, the 60 plus market represents a great market for retailers who shouldn’t ignore them since they not only have more time to shop than any other age category but they usually have a significant buying power across many product fields. However they have different needs, including the fact that, most of the time, they do not want to go shopping for hours in crowded and gigantic stores or others can’t because they don’t drive (mostly for seniors over 70 years old). As a consequence, the retailers have to find a way to reach these customers by bringing the products to them. Several ways can used to do so, for example Internet or catalogue shopping. They can also facilitate their shopping experience, for instance by offering to deliver the products that they choose in the shop directly at home for free. We will study in this report all of t hese channels focusing on the E-Retailing as a way to reach the older customer. Who are these seniors? As Barry Gunter explains in his book Understanding the older customer (1998), when it comes to communication, a major mistake that the retailers need to avoid is stigmatising the older customer with stereotypes regarding their physical and mental capacities as they could be misunderstood and depreciated. Age is a relative concept; we can’t really define seniors by their age but more by the age felt. For doctors, people become seniors at the age of 70 years old when specific diseases affecting their patients. For the state, the barrier is 60 years old at the time of retirement. But for our study, we will focus on people over 60 years old, the fact that they retire from their careers make them different consumers from younger age groups who buy differently and have much more free time on their hands. We will limit our study to 80 years old people who are part of the oldest gen eration who don’t really consume that much, due to their difficulty to move out of the house and the fact that they are in nursery houses. So how do senior citizens see themselves? At 65, there is a gap of almost 20 years between chronological age

Book Review about US History up to 1877 Essay Example | Topics and Well Written Essays - 750 words

Book Review about US History up to 1877 - Essay Example Whereas shorter and supplementary centered, "The Awakening" stays put an excellent review of a crucial era of historic political establishments such as setting up of American nationality and governance structures. An Overview of the then American society Dangerfield indicates the enlargement of both economic chauvinism and egalitarian nationalism and how these contradictory forces destabilized any hopes for an epoch of excellent feelings in the country’s politics. In case an individual is interested in understanding the significant political stage between the conclusions of the War of 1812 in addition to the Jacksonian time, this is an exceptional overview and, unsurpassed of all, is a simple read. The aim of this paper is to provide an evaluation of the history of the United States up to 1877. The evaluation of these crucial historical moments will be accomplished through the review of the book ‘The awakening of American nationalism, 1815-1828’ that was written b y Dangerfield, George (Livermore 595). Democracy and nationhood The book titled ‘The awakening of American nationalism, 1815-1828,’ perfectly covers the historic events that were crucial in the evolution of the United States during that particular period. ... The reader is treated to a simplistic evaluation of matters revolving the United States in the early 1800s, which then was a young nation nascent democratic structure. Livermore (596) believes a fortuitous and new retelling of the narrative of the surfacing of American nationalism is presented. By any approach the years subsequent to the tranquility of Ghent, an epoch inaugurated by what has been supposedly referred to as â€Å"the era of good feelings," must be measured an instance of outstanding growth and expansion in the United States. Above all, it may be well thought-out a point in time of the fruition and maturing of American nationalism. It is the extraordinary good quality of Dangerfield's sparkling synthesis of the stage that he manages to maintain the focus on this innermost theme-the challenge among the economic nationalism talked about by Henry Clay along with John Quincy Adams and the autonomous nationalism illustrated by the enthusiasts of Andrew Jackson. That he does so without disregarding America's position in global affairs and chiefly the mounting economic contention with Britain, nor devoid of diminishing the parts participated by the foremost actors on the countrywide stage, attests the impartial judgment as well as sense of amounts that are obvious throughout the book. In fact, it is the disagreement of the American trade and industrial nationalism in the midst of the Liberal Toryism of Lord Liverpool as well as William Huskisson that this manuscript delineates with outstanding brightness and depth. Dangerfield, a great craftsman, competently weaves numerous and different yarns into one wonderful tapestry. By digging deep into the roles of several individuals who were the key players in the history of America