Dick Stroud

Sales & Marketing

+Physiological Ageing

2005 Segmentation Technology Quantification ‘Targeting’

Complex Bunch

Equally Complex Bunch

Age

Wealth

Education Sexuality

     

⬇ Central government spending

⬇ Local government spending

⬇ Property prices

⬇ Household budgets

Maslow's Hierarchy

Psychological

Physical Physiological

Physiological  ageing

Communications

Support

Product

Online Retail

Senses Body Mind

Eyesight  

Touch  

Hearing  

Smell  

Taste   Complexity  

Comprehension  

Muscle  Strength  

Dexterity  

Hair  Flexibility  

Weight  &  Body  Size  

DigesAon  

Urinary  

Skin  

Menopause  

Dental  

Sexual        

 

25 types

➟  Access

➟  Assembly Support

➟  Audible Use

➟  Ease of Use

➟  Instructions

➟  Physical Effort

➟  Tolerance for Error

➟  Touch & Feel

➟  Visual Use

Assembly

Design

Packaging

Pricing

Warranty

Communications

Support

Product

Online

Retail

Senses Body Mind

Eyesight

Touch

Hearing

Smell

Taste Complexity

Comprehension

Muscle Strength

Dexterity

Flexibility

Weight & Body Size

Skin

➟  Graphics

➟  Handling

➟  Comprehension

➟  Opening/Closing

➟  Text

Assembly

Design

Packaging

Pricing

Warranty

Communications

Support

Product

Online

Retail

No metrics

No process

No actions

25 effects of ageing X

200 touchpoints  X

Age/Client Weighting    

Touchpoints

Ageing Factors

Database

Interface

Comment

Photo and record sound

Question and guidance

Evaluate

3rd party apps for precision

Engine

SOME  EXAMPLES  

Specific Age

Age

PRODUCTS

MARKETING

Silo

Neutral

Neutral

Neutral

The brand’s age position

Specific Age

Age

PRODUCTS

MARKETING

Neutral

Neutral

Communications 2.7

Online 2.6

Retail 3.5

Product 2.2

Support 3.6

AF Score = 2.7

Specific Age

Age

PRODUCTS

MARKETING

Neutral

Neutral

The brand’s age position

Illuminated keyboard

Large character displays

Large keys

Excellent audio & tactical feedback

Lightweight

Loud hands-free

Robust joystick

Record conversations

Product – packing and instructions

0   1   2   3   4   5  

Graphics

Information

Text

Ease of use

Instructions

Tolerance for error

Handling & Carrying

Opening & Closing

Visual use

Communications Not measured

Online Not measured

Packaging/instructions 2.6

Retail Not measured

Product (handset) 3.8

 

AF Score = 3.2

Specific Age

Age

PRODUCTS

MARKETING

Neutral

Neutral

The brand’s age position

Communications 4.7

Online 4.1

Product 4.0

Retail 4.4

Phone 4.6

AF Score = 4.4

Age-friendly touchpoints are the foundation of all marketing ✔  

Essential to evaluate the complete customer journey ✔  

The devil is in the detail – numerous 1% improvements ✔  

The Assisted Living Industry should establish the performance benchmarks ✔  

Thanks for listening!

Dick Stroud dick@20plus30.com www.20plus30.com @20plus30 dickstroud dickstroud

www.the50plusmarket.com

www.age-friendly.com