Is your store welcoming to women over 50? Is sexual health and well-being a focus of your business? Is your staff trained in sexual wellness for women and men as they go through their 50s, 60s, 70s and older? According to VISA, consumers 60-plus will drive spending through at least 2025. Consumers age 40-plus continue to drive spending for the next 10-20 years. These consumers are online, on their mobile devices and in stores. They are price- and quality-sensitive and, in the intimate industry, rely heavily on expert advice.
A large segment of this age group is empty-nesters with disposable income and time to explore current or new relationships and lifestyles. Many are finding new partners and discovering pleasure again or even for the first time. With training and sensitivity, you can turn these "grown-up" customers into customers for life. Once you break through to this market segment, the word of mouth generated will increase traffic to your business and help brand you as an expert in the intimate field.
The training and outreach that goes into attracting new customers in the 50-plus age group will serve you well in your overall sales and marketing strategies.
10 suggestions to attract the 50-plus market to your business:
1. Create a welcoming environment in your windows and entrance to your boutique. Keep the hardcore and niche products a little bit further back and use the front of your store to tell your story and welcome your guests. Colorful, non-phallic toys, lube, accessories and signage that offers descriptions and help are a good start.
2. Pay attention to store lighting. Bright but warm lighting helps create a comfortable environment.
3. Recognize that this may be the first time this 50-plus woman has walked into a sex-toy store. It’s likely that the person you are helping has been meaning to do this for quite a while. Coming into your store took courage. Honor that.
4. Train your staff. This is the No. 1 way to better serve customers. Customers over 50 may be hesitant to reveal intimate information to someone who looks like their grandchild. Take it slow. Show respect and make a connection. Specialized training in pelvic health, menopause symptoms, prostate function and dilation is the best way to develop relationships and keep these customers coming back.
5. Ask good questions. Recognize that people’s needs change over time. A 25-year-old’s favorite vibe may not be the right choice for a 60-year-old woman who hasn’t had sex in 10 years. Ask leading questions that give you a sense of which products the customer needs and which products she is attracted to. Remember that the visual appeal of a product is important.
6. The customer is only coming back if they use what they purchase. This may be your greatest challenge. Don’t oversell. Even if it’s not your favorite item, make sure the customer is comfortable going home and using whatever they purchase.
7. Lube, lube, lube. They definitely need lube. Explain, discuss and sample as many lubes as it takes. Remember, vaginal dryness is a huge issue in this age group. The more moisture, the better. When selling a water-based lubricant, only recommend products with osmolality under 1,200 mOsm/kg (preferably closer to 250-400). Make sure they have the right lube for the toys they purchase.
8. More lube. This is an area where more is better. If the customer needs a water-based lube for the toy they are buying, she may also want a silicone-based lube for general use. Since silicone molecules do not permeate the skin, osmolality is not an issue with silicone-based lubes.
9. Offer education. Workshops and classes by experts in the field give even more credibility to your boutique. Women in the 50-plus age range are looking for expertise and quality. Let them know that your store is a resource for them.
10. Listen carefully. Very often what we say we want isn’t what we really need. Education is key here. Frequently a customer will want what a friend has or likes. “My friend bought a rabbit and loves it.” Make sure the customer wants a dual-stimulation toy that will primarily be used solo. If not, you’ll make a one-time sale instead of a customer for life.
Once your staff is prepared and your store has an appealing look, you can begin your marketing and outreach efforts to this demographic. We all know that word of mouth is our best marketing but where do you start? Involvement in local community groups, business groups, and neighborhood associations gives you the opportunity to tell your story. If other business owners recommend your store, it will help to put people at ease. Marketing outreach to medical professionals in your neighborhood who deal with women’s sexual health will also serve you well. Look for gynecologists, therapists, pelvic floor therapists and even internists. Frequently these professionals welcome your input because they do not have the training or the time to give adequate information about toys and lube to their patients. They would much rather send their patients to you as long as they are assured that your store is welcoming and your staff is well-trained. Invite them in. Do a presentation at their office. Work together. They know the problems. You have the solutions.
This may seem like a lot of effort at first, but the training and outreach that goes into attracting new customers in the 50-plus age group will serve you well in your overall sales and marketing strategies. After all, those bachelorettes will be over 50 someday and you will have their continued loyalty. Medical professionals will continue to see new patients and you will continue to be their resource. The word of mouth generated from positive in-store experiences will increase your online traffic as well. With money to spend and a new outlook on life, the "grown-up" customer will add to your bottom line for years to come.
Cheryl Sloane coaches women over 50 with a specialty in intimacy and sexual happiness. She is also a marketing consultant and founder of the private Facebook Group, Grown-Up Women.
