{"id":292578,"date":"2013-08-10T02:00:00","date_gmt":"2013-08-10T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-seniors-constituent-une-cible-interessante-mais-exigeante"},"modified":"2013-08-10T02:00:00","modified_gmt":"2013-08-10T01:00:00","slug":"les-seniors-constituent-une-cible-interessante-mais-exigeante","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-seniors-constituent-une-cible-interessante-mais-exigeante","title":{"rendered":"Les seniors constituent une cible int\u00e9ressante mais exigeante"},"content":{"rendered":"
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<\/a> <\/div>\n
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En 2015 les plus de 65 ans d\u00e9passeront en nombre les moins de quinze ans. Leur pouvoir d’achat reste \u00e9lev\u00e9<\/strong>, cela repr\u00e9sente une opportunit\u00e9 pour les commer\u00e7ants fran\u00e7ais.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En g\u00e9n\u00e9ral les seniors n’ont plus de dettes immobili\u00e8res, aussi la totalit\u00e9 de leur revenu est disponible. Ils repr\u00e9sentent un march\u00e9 int\u00e9ressant pour tous les m\u00e9tiers qui leur sont directement destin\u00e9s comme les proth\u00e9sistes ou les opticiens, mais pas seulement. Certains secteurs int\u00e9ressent tout particuli\u00e8rement cette cat\u00e9gorie de client\u00e8le. Ainsi ils consacrent un budget cons\u00e9quent \u00e0 l’alimentaire, ils prennent plaisir \u00e0 manger et sont gourmands, l’esth\u00e9tique aussi car les femmes en particulier restent \u00e9l\u00e9gantes. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bien connaitre les seniors<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les commer\u00e7ants de proximit\u00e9 ont une s\u00e9rieuse carte \u00e0 jouer <\/em><\/strong>car ils appr\u00e9cient le contact et le conseil. Gr\u00e2ce \u00e0 une qualit\u00e9 de service comme la livraison, ils peuvent b\u00e9n\u00e9ficier d’une fid\u00e9lisation importante. N\u00e9anmoins les seniors constituent une cible difficile \u00e0 s\u00e9duire. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les sp\u00e9cialistes du senior marketing distinguent d’ailleurs quatre cibles<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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– D’abord il y a les Happy Boomers <\/em><\/strong>de 50 \u00e0 59 ans, ils sont \u00e0 l’apog\u00e9e de leurs revenus professionnels et en excellente sant\u00e9, ils profitent des d\u00e9penses de confort.
– Ensuite il y a les Lib\u00e9r\u00e9s<\/strong>, de 60 \u00e0 74 ans, ils d\u00e9couvrent un nouveau rythme de vie, sont retrait\u00e9s et commencent \u00e0 se familiariser avec les nouvelles technologies.
– Puis les personnes \u00e2g\u00e9es de 75 \u00e0 84 ans appartiennent \u00e0 la cat\u00e9gorie des Paisibles<\/strong>, ils sont adeptes de m\u00e9dicaments de conforts et de compl\u00e9ments nutritionnels.
– Enfin les Tr\u00e8s Grands Vieux<\/strong>, \u00e2g\u00e9s de plus de 84 ans, entrent dans une phase de d\u00e9pendance, avec des revenus souvent plus faibles. Ils utilisent les services \u00e0 domiciles. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Services adapt\u00e9s et cibl\u00e9s<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cette classification par tranche d’\u00e2ge offre l’avantage de la simplicit\u00e9 mais elle s’av\u00e8re un peu r\u00e9ductrice <\/em><\/strong>car on peut aussi consid\u00e9rer le mode de vie : voyageur, s\u00e9dentaire, adepte du th\u00e9\u00e2tre ou de la vie associative, soutien familial ou solitaire… En revanche, si les modes de classement varient, les sp\u00e9cialistes s’accordent pour leur attribuer des valeurs communes<\/strong>. Ainsi les seniors se retrouvent par exemple autour de deux valeurs : la durabilit\u00e9 et la qualit\u00e9<\/strong>. Pour eux le prix est moins important. Ils restent par ailleurs tr\u00e8s fid\u00e8les aux marques et aux enseignes. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Aucun n’appr\u00e9cie d’\u00eatre consid\u00e9r\u00e9 comme une personne \u00e2g\u00e9e, les seniors sont d’ailleurs\u00a0assez rebelles<\/strong>. L’\u00e9cart entre l’\u00e2ge r\u00e9el et l’\u00e2ge ressenti est le plus souvent de dix ans : en cosm\u00e9tique on sait que si l’on propose une cr\u00e8me pour les cinquantenaires, ce sont en fait les sexag\u00e9naires qui l’utiliseront… <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Aussi le commer\u00e7ant qui veut attirer les plus de soixante ans doit faire preuve d’imagination pour son merchandising. Il y a lieu d’assurer un certain confort, notamment auditif mais aussi d’am\u00e9liorer la lisibilit\u00e9 des \u00e9tiquettes. G\u00e9n\u00e9ralement, pour ce type de client\u00e8le, il ne faut pas \u00eatre avare d’informations, les vendeurs doivent \u00eatre form\u00e9s et, pourquoi pas, \u00eatre eux-m\u00eames \u00e2g\u00e9s de plus de cinquante ans. Dernier conseil : \u00e9viter les pr\u00e9jug\u00e9s. Il ne s’agit pas de les enfermer dans une sorte de ghetto li\u00e9 \u00e0 leur \u00e2ge.<\/p>\n

D\u00e9couvrez toute l’actualit\u00e9 du secteur des services \u00e0 la personne<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

En 2015 les plus de 65 ans d\u00e9passeront en nombre les moins de quinze ans. Leur pouvoir d’achat reste \u00e9lev\u00e9, cela repr\u00e9sente une opportunit\u00e9 pour les commer\u00e7ants fran\u00e7ais. En g\u00e9n\u00e9ral les seniors n’ont plus de dettes immobili\u00e8res, aussi la totalit\u00e9 de leur revenu est disponible. Ils repr\u00e9sentent un march\u00e9 int\u00e9ressant pour tous les m\u00e9tiers qui […]<\/p>\n","protected":false},"author":1,"featured_media":292579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-292578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLes seniors constituent une cible int\u00e9ressante mais exigeante<\/title>\n<meta name=\"description\" content=\"En 2015 les plus de 65 ans d\u00e9passeront en nombre les moins de quinze ans. 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