Illuminating Senior Shoppers

Challenge

Identifying, sizing and prioritizing Senior shopper Cohorts so that a multinational convenience store chain can win with Seniors and grow membership.

A multinational convenience store chain sought to identify, size, and prioritize senior shopper cohorts to grow their app membership among this demographic. The client needed to understand how seniors differ from other age groups and which segments presented the greatest growth opportunity.

Approach

Our comprehensive approach began with a qualitative scan of internal documents to establish a foundation for our research. We then conducted a quantitative survey to explore and size the client’s app user market among seniors. Through multivariate analysis, we uncovered rich distinctions within the senior demographic. Our investigation delved deep into shopping behaviors, relationships with technology, and perceptions of the client and key competitors, providing a holistic view of the senior shopper landscape.

Impact

Our combined qualitative and quantitative analysis provided our client with a winning playbook for serving and growing their current senior app users. We delivered quantitative-backed analytics for targeting future users, along with key insights that challenged common assumptions about seniors.

Notably, we discovered that seniors are more tech-savvy than often assumed and are willing to adapt for improved quality of life. These findings equipped our client with actionable strategies to better serve and engage the senior demographic, driving app membership growth and positioning the brand as a leader in meeting the needs of this valuable consumer segment.