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12 October 2016 | beautystorebusiness.com In-store and online, engage in dia- logue with your 50-plus customers and listen to their needs. Scharf recommends leveraging call data, reviews, comments and any other consumer-generated content to understand how they're describing your products and services, how they're describing their concerns and issues; and what solutions they're asking for. Then, use those words in your marketing. "You can also work with a market- ing professional who specializes in this demographic to achieve higher ROIs and better results," Scharf says. "Finally, make sure your campaigns, both online and offline, provide a cohesive, consis- tent experience. Misaligned messages and imagery, confusing calls to action, and inconsistent brand experiences can alienate a mature consumer quicker than younger consumers. Younger consumers will stick with the purchase process longer, while older consumers will just move on." Scharf notes that over-50 consumers are looking for experiences in their buying decisions and are often willing to pay more for a similar product if they receive an emotionally fulfilling experience from the purchase. Parks agrees that a personal touch is a must to win over this demographic. "For the buying experience, even though this generation is more social media savvy than ever before, they still don't want to feel like they're dealing with a computer or a faceless brand," she explains. "They want personal interaction and a personal- ized experience. Each person has differ- ent skin and, especially as you age, your skincare routine becomes much more specific; so you want to have a routine that's customized for you." Connor notes that older consumers will often perform research on websites or seek referrals from friends over social media before making a decision but they also like to have their questions answered easily. "A brand's website should be engaging, with clear contact information and accessible representa- tives to answer their questions. To cater to this group, stores should also put more emphasis on customer service and knowledgeable salespeople who provide personal-shopping services," Connor says. "Another simple, often overlooked tactic stores can make to accommodate 50-plus clients: Because vision starts to lessen at around age 40, increase the font size on marketing materials. If your clients can't read your packaging or sig- nage, they won't buy." Similarly, Connor recommends leaning toward packaging and visuals with bold colors and high contrast, such as a black, red and white combo, while stores should be well lit and easy to navigate. Finally, don't overlook niche markets within the 50-plus pack. Kraus notes that as the beauty category grows over- all, niche markets could emerge as profit centers for innovative businesses. "For instance, marketers are studying millen- nial consumers to the Nth degree, but Asian-Americans have four times their buying power," she says. "Beauty pros who identify and successfully appeal to niche markets, such as 50-plus clients in different demographic categories, can build profit centers that provide growth and a competitive advantage." ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. "Engage in dialogue with your 50-plus customers."