The Greydollarfella: An endangered species or a market opportunity? |
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Authors: | Stephen Ogden-Barnes Stella Minahan |
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Affiliation: | a Australian Centre for Retail Studies, Monash University, 26 Sir John Monash Drive, Caulfield East, Victoria 3145, Australia b Deakin University, 221 Burwood Highway, Burwood, Victoria 3125, Australia |
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Abstract: | This paper identifies an ignored and endangered species: the mature male shopper, who we have named the Greydollarfella. Based on current research and interviews, we describe this fellow and attempt to differentiate him from other consumer segments. The Greydollarfella, unlike younger men, appears not to like shopping and so is often ignored by retailers or excluded from the retail environment. We argue that the Greydollarfella should be included in, not sidelined from, retail and marketing considerations. He is much wealthier and less time-poor than younger men, and deserves a retail environment that suits his preferences and consumer requirements. We present some examples of how retailers are attending (and not attending) to the Greydollarfella. We conclude that Greydollarfella is not very well understood, is undervalued, and is often marginalised by retail marketing strategies. We believe he offers great value for marketers and retailers (both niche and mass) willing to take the time to understand his psyche, product and service needs, and views on the retail experience. Finally, we call for more attention to be paid to this segment. |
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Keywords: | Consumer behaviour Retailing Marketing Male customers |
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