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Home Depot Seeks AARP Endorsement Home Depot seeks mature market recognition through endorsements from AARP. On-the-ball companies are, these days, all about the mature market. In an effort to attract new consumers in the 50+ age range, and inspire customer loyalty among those of the same segment, they are turning to consultants and re-vamping ad styles. But one retailer, Home Depot, may have hit a home run by tapping into a ready-made, mature market publicity machine. In 2004, the domestic and DIY retailing giant embarked on a partnership with the American Association of Retired Persons (AARP), in which Home Depot agreed to hire people over 50 as part of an AARP referral program. Later the same year, AARP and Home Depot signed an exclusive, multi-year, multi-faceted agreement to expand an existing relationship. The new contract included a number of educational, merchandising and marketing initiatives targeting AARP members. Under terms of the endorsement, Home Depot will not only offer special deals and activities for members, but provide a range of products and information to mature Americans who wish to remain in their homes as they age. The two organizations will cooperate to help older consumers modify and modernize their homes. Home Depot's products will be evaluated by an independent board to determine that they meet AARP standards. "This expanded alliance with Home Depot is a significant step in our ongoing commitment to enhance the AARP member experience with products, services, information and benefits of value," said William Novelli, CEO of AARP. "In addition to the employment opportunities available through the hiring partnership, Home Depot will now be providing educational materials, special programs and other benefits for our members." The expanded alliance also provides for Home Depot's piloting of an in-store information resource center for adults over 50, which will be of interest to all individuals seeking ways to live independently in their homes. The special information center is intended to provide brochures and materials on such topics as universal design and home modification. Home Depot will also be engineering a national home modification workshop and an annual grandparents/kids workshop, both to debut in 2005. And the home improvement company will make certain savings opportunities available exclusively to AARP members, including an everyday 4 percent discount on all online gift card purchases.It's an arrangement that will certainly be the envy of competitors, and may give a few bright ideas to companies, catering to other demands, eager for their share of the mature market. As the mature segment of the consumer market grows, in the U.S. and abroad, businesses will be increasingly dedicated to establishing good relationships with that segment – by whatever means necessary. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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