2011’s Disruptive Business Trends

Happy New Year from Hanson Marketing!

Entrepreneur magazine carried an excellent “look ahead” article in December that identified 10 disruptive business trends coming in 2011. It’s a fun article to help kick-start your 2011 business planning. Take note:

Boomers’ influence is growing along with their population … 76 million and counting. Where and how they shop, work and live signals new revenue streams for everyone from architects to retail developers.

Home fitness is counted among the disruptive, too, with sales growth coming via, among other outlets, direct response TV (DRTV). “As people continue to spend cautiously, working out at home becomes more popular, too. The quality and variety of options has improved greatly in recent years, he says. “As Seen on TV” products are leading this explosion–home fitness was the top-selling infomercial category in 2010…”

Read more.

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Boomers Seek Lifestyle-enhancing Products; Retail Channels Respond

A recent study produced by AARP and Microsoft shows how manufacturers need to tailor product development and channel sales strategies with the boomer consumer in mind. If your product exists to help users sustain health and maintain a mobile, active lifestyle, then consider how the baby boomer consumer sector is influencing product development. And don’t forget to carefully map out a boomer-friendly retail channel strategy.

Technology is a big part of boomer leisure and creative pastimes, as well as fitness pursuits. From in-home fitness systems that improve stamina and balance, to mentally challenging video games, boomers and their “older” senior citizen parents have staked a claim to a large slice of consumer products that help with fun and healthy living.

Retailers such as BestBuy are lining up alongside the stalwarts like Sears to claim loyalty in this growing “active senior” demographic. The buying experience is more comfortable, the product mix is more appealing. Manufacturers need to gather where makers of other, like products are being sold.

Major drug chains such as CVS and Walgreens sell a broad extension of healthcare products at their online stores — products that otherwise would not fit in their store layouts — while entering services such as limited health care and remote monitoring of prescriptions.

Whether proactively managing health, or preventing or forestalling the onset of disease, boomers are getting the jump-start on enabling technology in their daily lives. Where they shop and how they choose their products is key to a sustainable product roadmap and channel strategy for today’s consumer goods manufacturers.

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