18/08/2026
Your best customers might be 71 years old and nobody in the building has noticed.
Highest average basket. Lowest return rate. Best repeat purchase rate. Three out of three, sitting in one row labelled "65+" because nobody ever bothered to split four decades of human life into anything more useful.
Someone parked it years ago in minute forty of a Friday meeting. "Doesn't pay off." Friendly, no bad intent, and correct at the time. Serving this group used to mean phone calls, patience, repetition, people. Cost per customer that ate the margin no matter how big the basket.
That maths changed about eighteen months ago and nobody reopened the file.
74% of Germans over 65 are online now. In 2020 it was 48%. Half have already used AI. 96% say they want support with digital services, and more than half currently get it from their daughter, their neighbour, their grandson. Unpaid. Nobody is selling it to them.
This is not a campaign problem. It's a business development problem, and the data is already in your CRM.
A team that delivers can't simultaneously re-survey the market. That's not a weakness, that's the job. We look where the daily business doesn't reach.
Full piece in bio.
