Age Silo or Neutral – Part 2

A couple of days back I wrote about the difference between age-neutral and age-silo marketing, in relationship to a holiday company.

I now read that the company, Prime Adventures, has a new web site that is specially designed for the 50-plus.

According to design company: close attention was given to aspects of accessibility such as easy text resizing options, icon-based grading system and usability considerations such as flexible paths of navigation and theme and geographic based browsing options.

I reckon it is a pretty good looking web site. There are bits and pieces I would change but overall it looks like it does the job – it would also do the job for people aged 25 – 50.

The one thing I would change is the decision to put the ‘about us’ in the sub-menu. When somebody is going to spend £1,000 + and use a couple of weeks of their precious holiday they want to know who they are dealing with – the site needs to anticipate that visitor need. Dick Stroud