French supermarket group Casino is offering seniors a 75 % discount on their subscription service. The increased cost of living, especially for the elderly, is becoming a hot topic for retailers (and marketeers).
Older people suffer more from inflation
Casino gives their customers a 10 % discount on their shopping basket, free home delivery and priority at the checkout for a fee of ten euros per month. Unless you are 65 or older: then you only have to pay 2.50 euros per month for the service, Linéaires reports.
According to the French retailer, the preferential rate is introduced because senior citizens are hit extra hard by high inflation. The group points to a recent French study, that showed that more pensioners (3.7 %) are affected by inflation than salaried households (3.3 %).
Chatting in the store
Casino has been carrying out initiatives for some time now to engage with the community and support the elderly in particular. For instance, the supermarket group promotes its ‘café parole’ moments: every day the retailer organises a chat, during which customers can discuss over a hot drink with customer advisors. More than half of the people who come to these events are – not surprisingly – senior citizens.
Although it is certainly also an example of smart marketing and segmentation: last year Casino already launched a special rate for students: they only have to pay 2 euros per month for the preferential treatment.