Skip to main content
SpringerLink
Log in

Current Strategies in the Retail Industry for Best-Agers

  • Chapter
  • First Online:
The Silver Market Phenomenon

  • 2520 Accesses

Abstract

In view of the current demographic transformation, the retail trade faces a clear challenge to reconsider its existing concepts, and to include older target groups in its marketing planning to an increased degree. In this chapter, we will look first at the factor of location, one of the central success factors in the retail trade. Next, we will examine the preferences of German best-agers for certain types of businesses, such as shops close to home rather than out-of-town malls. We then proceed to discuss the effects of changed customer needs for the design of the assortments and of packaging resulting from the customer’s decreasing physical capabilities. We will present examples from the daily practice of the trade. In conclusion, we will provide a brief overview of foreseeable trends in the retail trade.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 49.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 64.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 64.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. B. Schoofs, Immobilien und Finanzierung 19, 662 (2006)

    Google Scholar 

  2. A. Reidl, Neue Verpackung 5, 54 (2006)

    Google Scholar 

  3. M. Preißner, A. Knob, Handel im Fokus 2, 101 (2006)

    Google Scholar 

  4. D. Rees, Lebensmittelzeitung 38, 58 (2000)

    Google Scholar 

  5. Wellness- und Energy Boom (Wellness and energy boom). Rundschau für den Lebensmittelhandel 3, 36 (2007)

    Google Scholar 

  6. C. Krieb, A. Reidl, Seniorenmarketing – so erreichen Sie die Zielgruppe der Zukunft (Seniors marketing – how to reach the target group of the future) (Ueberreuter, Vienna/Frankfurt, 1999)

    Google Scholar 

  7. M. Hens, Professionelle Ladengestaltung für 50plus Kunden (Professional store design for 50plus customers) (BBE-Verlag, Cologne, 2006)

    Google Scholar 

  8. Die Best Agers im Fokus der Verpackungsentwicklung (Best-agers in the focus of packaging developments). Neue Verpackung 6, 36 (2007)

    Google Scholar 

  9. H. Krost, Lebensmittelzeitung 39, 68 (2004)

    Google Scholar 

  10. Edelmann Group, CEasy, die Generation 50plus (CEasy, the 50plus generation) (Edelmann Group, Heidenheim, 2007)

    Google Scholar 

  11. TNS Infratest, Semiometrie – Die Zielgruppe für Biolebensmittel (Semiometrie, the target group for organic food) (TNS Infratest, Bielefeld, 2007)

    Google Scholar 

  12. T. Kreimer, M. Gerling, Status quo und Perspektiven im deutschen Lebensmitteleinzelhandel 2006 (Status quo and prospects in the German food retail trade 2006) (KPMG, Berlin, 2006)

    Google Scholar 

  13. SevenOne Media, TrendReport – Die Anti-Aging Gesellschaft (Trend report: the anti-aging society) (SevenOne Media, Unterföhring, 2005)

    Google Scholar 

  14. Institut für Demoskopie Allensbach, Allensbacher Markt- und Werbeträgeranalyse (Allensbach Market and Advertising Media Analysis) (Institut für Demoskopie Allensbach, Allensbach, 2003)

    Google Scholar 

  15. Health and functional food. Lebensmittel Prax. 24, 40 (2006)

    Google Scholar 

  16. M. Martell, Handel entdeckt über 50-Jährige (The retail trade discovers the over-50-year-olds, 2007). http://www.stuttgarter-zeitung.de/stz/page/detail.php/1273025, 2007. Accessed 11 June 2008

  17. Kaiser’s Tengelmann, Press release: 1. Kaiser’s “Generationen-Markt” in Berlin! (1st Kaiser’s Generation Market in Berlin!) (Kaiser’s Tengelmann, Viersen, 2006)

    Google Scholar 

  18. P. Sims, Tesco reveals Britain’s first ‘pensioner-friendly’ supermarket – with magnifying glasses and seats on trolleys. www.dailymail.co.uk/news/article-1050195/Tesco-reveals-Britains-pensioner-friendly-supermarket–magnifying-glasses-seats-trolleys.html, 2008. Accessed 20 Feb 2010

    Google Scholar 

  19. I. Kober, Regal 2, 112 (2006)

    Google Scholar 

  20. Verschlafen wir nicht den Zug der Zeit (Let’s not oversleep and miss the train of our time!). Regal 2, 3 (2006)

    Google Scholar 

  21. S. Biester, Lebensmittelzeitung 21, 32 (2007)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. London, UK

    Gunnar Arnold (Freelance Market Researcher) & Stephanie Krancioch (Independent Financial Adviser)

Authors
  1. Gunnar Arnold
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Stephanie Krancioch
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Studies (DIJ), German Institute for Japanese, Kioicho 7-1, Tokyo, 102-0094, Japan

    Florian Kohlbacher

  2. AB Technologie-,Innovationsmanagement, TU Hamburg-Harburg, Schwarzenbergstr. 95, Hamburg, 21073, Germany

    Cornelius Herstatt

Rights and permissions

Reprints and permissions

Copyright information

© 2011 Springer-Verlag Berlin Heidelberg

About this chapter

Cite this chapter

Arnold, G., Krancioch, S. (2011). Current Strategies in the Retail Industry for Best-Agers. In: Kohlbacher, F., Herstatt, C. (eds) The Silver Market Phenomenon. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-14338-0_11

Download citation

Publish with us

Policies and ethics

Search

Navigation