“They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice. Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.
“From the earliest days of retailing, merchants have rewarded customers with perks, to build loyalty. However much like the insidious effects of drugs, price discounting destroys you, your business and your brand. Let’s see why.
“The Baby Boomers were the first real consumer generation and show no signs of slowing down their spending anytime soon. Neil Osborne explains why women aged over 50 are your most valuable clients – and how to attract them to your salon.
“In the first of this series on Generational Marketing, Neil Osborne explains how, just like individual M&M’s, each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.
“What’s the ultimate question you’d ask your salon customers? Is it perhaps, ‘How likely is it that you’d recommend us to your family or colleague?’ And what, do you think, would influence their answer? Price: tick. Service: tick. People: tick. Results: tick. Yes, you’re right, it would be all those things, because boiled down together they form a sticky glue that’s called their experience with you…