By 2020 a French four will be over 55 years

By 2020, a French four will be over 55 years. Seniors will represent then more than 21 million people in more than 30 over fifteen years. Beyond the debate on pensions, these figures would be sufficient to justify the interest of trade marks (consumer, distribution and services) for this segment of the population. As long as it has above-average income, in particular the 55-64 years, who travel and spend more. Yet, Sophie Schmitt, Associate Director of strategic consulting agency SenioSphère, is still often the reverse conclusion. "In groups, marketing teams have an average age of 30-35 years, and their vision of the elderly remains widely caricatured," she notes.

It must be said that the term includes heterogeneous categories. Nothing in common between young full of projects and ranging from pensioners and 75 years and more, haunted by the fear of dependency.

Keep the good look

Companies are realizing that target senior citizens represents a real growth opportunity. Not just for banks or the manufacturers of residential services. Recent developments grow in this sense, says Sophie Schmitt. The extension of the professional careers of first: it encourages seniors to do everything possible to keep the form and the good look. Then, intact taste of the generation of baby boomers for consumption. Finally, the crisis and environmental concerns, which are converging values of the young and old generations. "Quality, durability, the taste of the transmission and the traditions are among the values defended by our elders who find today any of their news," added Sophie Schmitt.

Do not stigmatize

One rule for the brands: not "condemn". Not necessarily stamped "senior" products which are intended, but which may also find a public wider. Recent example, the output of the DS XL of Nintendo console, including the original screen has been expanded and proposed in colors less flashy. In the food also, LU and Côte d'Or have together developed a new market segment: the biscuit for adults, from the observation that the 55 years and more lip dark chocolate.

But large signs French could draw on the example of Marks & Spencer who asked Twiggy, top model of the 1960s, becoming the face of his 125eanniversaire. Consisting of the approach, very trend here, unlike to be used for advertising campaigns of old photos of stars at the top of their glory: Brigitte Bardot to Lancel and Alain Delon in Dior.

At BNP Paribas, Agathe Buret, marketing manager, explains that in addition to the classic palette of financial products and health insurance for seniors, the Bank has focused on service offerings, such as the call as a "young retirees make install to the home of their own parents for reassurance." Taking note of the slightest reluctance baby boomers to debt, she did hesitate to offer credits to build House or apartment, to rent a room in a student or for a small child. CRM and CRM, finally, BNP Paribas has more use with them in writing, via mailings or editing of brochures and practical guides.

Old age Simulator

To test the compatibility of its mobile phones with its old customers, Orange has not hesitated to resort to a "seniosimulateur". Developed in the Japan, this equipment allows to recreate the effects of aging: Visual, auditory acuity loss, difficulty moving or grasp objects, etc. Result As explains Florence Paour, Director of mobile terminal marketing of Orange France, "some phones that we not adapted to the seniors pension pass well the test, such as the BlackBerry, the alphanumeric keyboard is appreciated." The iPhone, with its large screen and its comfortable keyboard. "Pending the release scheduled for early 2011 new phones which all parameters have been adapted, the operator grows in its Doro 410 S rays. With its valve for better format taken in hand, his keyboard at large spaced keys, quality of contrast of the screen and its good compatibility with hearing aids, it has become the reference for this clientele product.