LIVING WELL

What Do You Do
When Mom or
Dad Needs...

BUYING POWER from page 23

A ride to the doctor's
Someone to make lunch
Reminding to take their medicine
A little extra compassion

...And You're At Work?

SENIORS SENIORS
provides compassionate
chauffeuring and companion
services by retirees who are
bonded and insured.
Very reasonable hourly rates

Devoted to helping families
live life to the fullest

CALL

(248) 865-8000

For advertising or
subscription information
please call

(248) 354-6060

tTi savvy
shopper

12/25

1998

rr_26_Retroit Jewish News

Hirsch recently moved and wishes
happy. And, the guest service training
her
new Kroger store was arranged
seminars we do are critical."
like
her old store.
Many chain drugstores try to help
"Senior
discounts don't drive my
and attract older consumers with valu-
purchases,"
says Sandy Altman of West
r—'
able perks. In addition to senior dis-
Bloomfield. "I shop where it's made easy
counts, many Sav-Mor stores offer free
and convenient and where I feel my
delivery for seniors and disabled peo-
ple. They and other chains
encourage consultations
with seniors who are taking
multiple prescriptions.
Star Theatres offer valet
parking, senior discounts
and a full schedule of
• The 65 million people over 50 years
matinee features at lower
old represent slightly more than one-
prices. The Star offers free
third of the current population.
use of headphones and
regularly has larger cap-
tions displayed on the
• By the year 2020, there will be 112
screen for feature films.
million people over 50 years old.
Star guests who want to
avoid box office lines can
• Mature Americans have
call ahead and order their
tickets by phone.
$1 trillion in buying power.
"Kmart offerings [for
seniors] are mainly mer-
• They spend over $130 billion in
chandise programs, which
include a broad selection of
discretionary income.
women's sizes in our appar-
el section," says Mary
• They have the highest after-tax
Lorencz, corporation
per capita income.
spokesperson. Kmart's
shopping environment
• In 1992, nearly two-thirds of the 17
includes wide aisles, good
lighting, large type on sig-
million toy buyers were 65 or older.
nage, and free use of elec-
tric carts. Kmart has relo-
• Those over 50 spend more in the
cated the pharmacy and
drugstore than any other age group.
health care section to the
front of each store so that
mature customers don't
• They account for 70 percent of all
have to walk through the
cruise ship passengers.
whole building. The phar-
macy has phone-in service
• They buy more than half of all
and a Web site for purchas-
ing health care products.
books and magazine subscriptions.
Kmart makes senior
Sourc, I --esryle Change Communications
products easy to find by
placing them in one area
on lower shelves. It also
business is valued. Also, I do notice
offers Kmart Solutions, in-store com-
when stores partner with charities and
puter shopping that allows seniors to
like to make a point of shopping there."
order any product that may not be on
Barbara Spreitzer-Berent suggests
the shelves.
that customers can learn to complain
Customers have a responsibility
effectively by clearly stating their
toward businesses, too. "Let a store
expectations and their disappointment.
know when you have a suggestion,
Do not lose patience, threaten or per-
comment or complaint," says Ruth
sonalize the dispute. Businesses want to
Hirsch of Farmington Hills. "Don't
know how they can improve.
be intimidated by their size."

Feel The Power!

❑