Generational Sales

I'm a fan of the All Things Digital blog. I enjoyed a recent post about how some cell phone companies are marketing and designing their products for senior citizens.
Loud-and-Clear Mobile Calls for Seniors

The phones offered may be a little low tech compared to some on the market but the goal is to give the seniors a tool they can use. Most need a basic phone, with larger keypads, and volume controls that can overcome hearing loss.

This older market could be the new gold rush for the tech industry. The need is there but the challenge may be making sure that the sales force can sell to these folks. If you go to an electronics store, you'll usually find a young person on the sales floor who's grown up in a high tech world. He or she may be an expert on technology but not the needs of the elderly. A successful marriage of the two, plus a good branding campaign, could pay off for a smart retailer.

Nowadays with four generations potentially shopping in the same store, it's important that companies train their sales forces to address the needs of all.

Mystery Marketing from Apple

It's almost time for the start of the busiest shopping season of the year. I've been seeing lots of ads on TV as well as catalogues appearing in my mailbox.

Today I noticed a slightly different approach from electronics maker, Apple. The company sent me an email that told me that this Friday it's having a special one day shopping event. This for both the online and the physical stores. There is no mention of any specific sales prices or hot merchandise like computers or iPods. It's as if the company is saying, "We've got good stuff that you'll like. Come shop with us and the prices will be good."

This is in contrast to the heavily promoted loss leaders you see with many stores. I'm not sure if this is because Apple customers know what they want before they shop or if the company doesn't want people coming with the idea of buying one heavily promoted sale item.

At a time when some fear electronic sales may be sluggish due to the economy, this may be a strategy worth watching.