As population ageing becomes a global phenomenon, life beyond middle age is merely the beginning of an exciting new chapter. Senior consumers demonstrate huge spending potential in areas such as healthcare, leisure and entertainment. However, the Consumer Council has regularly received complaints from senior consumers about difficulties and unfriendly treatment encountered while shopping, including issues related to the use of technology, prepayment consumption, and customised personal items, involving various industries.
The Council urges traders to review their sales policies and provide tailored support for senior consumers. For example, when selling smart products, traders should offer clear demonstrations and simple operating instructions, and explain patiently. When promoting treatment plans or services, traders should also explain contract terms in a clear and simple manner and enlarge the font size of contract clauses for elderly consumers to read easily, so as to expand the silver market.
At the same time, the Council reminds senior consumers to consider their actual needs when enticed with sales promotions, avoid purchasing excessive services or products, read and understand the relevant sales terms carefully before the transaction, and not to rush into paying. Raise any doubts immediately to reduce the chance of disputes and shop with peace of mind.
Case 1: Smart TV Sold to Elderly with Promised Tutorial but Failed to Deliver During Installation
A complainant aged over 80 planned to replace his television at home to enjoy more diverse entertainment. A salesperson at an electrical appliance shop recommended the latest model of 48-inch OLED TV from Brand A, emphasising its high picture quality and built-in free streaming platform offer. The complainant had limited experience with smart TVs or related applications and was concerned about operating the streaming platform. The salesperson assured him that the installation technician would complete the setup and demonstrate basic operations to ensure he understood how to use the streaming platform.
After hearing this assurance, the complainant purchased the TV for about $12,500. However, on the installation day, the technician left immediately after completing the installation without teaching the complainant how to use the streaming platform or providing any operating instructions. The complainant tried to use the TV but encountered an error message which he was unable to resolve. The complainant took a photo of the error message and contacted the shop via instant messaging. Later, the complainant received a call from the agent, stating that they could arrange a technician for on-site inspection within 2 days, but subsequently received no further notice for over a week. The complainant was deeply disappointed with the TV quality and the service of Brand A’s agent, believing the model was too complex for elderly users and that the agent failed to provide proper follow-up. He thus sought assistance from the Council to arrange an exchange for another model.
Brand A’s agent explained that if users had issues when using applications or streaming platforms via the TV, it would not be considered a hardware fault, and the company would attempt to provide guidance over the phone by the customer service unit. However, understanding the complainant’s special circumstances, the agent agreed, upon the Council’s conciliation, to arrange a representative to provide a free tutorial at the complainant’s home. The case was successfully resolved.
Case 2: Aggressive Sales Tactics but Difficult to Book Appointments
70-year-old Elderly Complainant Accumulated Over 550 Beauty Treatments
A complainant in her seventies had patronised Beauty Parlour B multiple times since 2022. She stated that due to vision and physical problems, she found it difficult to read and understand complex contract terms quickly, so she could only rely on staff’s verbal explanations when new treatments were promoted frequently during sessions. The complainant claimed that if she refused to purchase, she would often be told by staff that they were fully booked when she tried to make her next appointment. Therefore, between 2022 and 2023, she agreed to purchase multiple treatments totalling over $300,000.
Despite holding numerous unused treatments, the staff continued to peddle new treatments over the next 2 years without mentioning the number of remaining sessions or expiry dates, causing the complainant to purchase additional treatments worth $105,000 in total and making a partial payment of $79,000. Only when the complainant later requested details of unused treatments did she discover over 550 sessions remained. Even if visiting every 2 weeks, it would take more than 20 years to use up the sessions, but the validity period was only 2 years. Believing the quantity far exceeded her actual needs, and considering the difficulty in booking, the complainant questioned the sales practices of Beauty Parlour B. She sought assistance from the Council to cancel the transaction and refund the $79,000 paid.
Beauty Parlour B stated that staff had clearly explained the content, price and terms of the treatments during the sales process, including the non-refundable clause, while the receipt listing these terms was signed by the complainant. Under the Council’s conciliation, the parlour only agreed to cancel the outstanding balance of $26,000. The complainant did not accept this proposal, and the Council advised her to consider seeking legal advice or applying for the Council’s Consumer Legal Action Fund.
Case 3: Progressive Lenses Quoted Per Lens
Total Cost Exceeded Budget and Sparked Dispute
A complainant planned to use Elderly Health Care Vouchers to purchase a pair of progressive glasses and stated a budget of $2,000 including vouchers when enquiring at Optical Shop C. The staff introduced 2 lens-and-frame packages priced at $1,500 and $1,980 respectively, which the complainant considered within budget, and paid $200 for an eye examination. The staff later advised that based on the presbyopia degree, both packages were unsuitable and suggested selecting the frames and lenses separately for better functionality and comfort. 2 lens brands were quoted verbally at $4,000 and $1,600 respectively. The complainant chose the $1,600 lenses and a $900 frame, but the receipt totalled $3,100.
Upon reading the receipt, the complainant realised the earlier verbal quote was for 1 lens, and the total price for 2 lenses was still $2,200 after discount. Having completed the eye examination and spent over 2 hours in the shop, the complainant wished to complete the transaction quickly and leave, thus he agreed to purchase the $3,100 glasses, paying $1,000 with the Elderly Health Care Vouchers. The complainant was dissatisfied that Optical Shop C touted package offers to attract customers, only to promote higher-priced lenses and frames later on by claiming unsuitability. Moreover, the staff failed to clarify that the quote was per lens, which was misleading. He sought assistance from the Council to request a refund of the price difference.
Optical Shop C stated that staff had explained lens prices but acknowledged a gap in understanding that caused miscommunication. Under the Council’s conciliation, the shop offered a free upgrade of the lenses to progressive lenses with photochromic function, which the complainant accepted, thereby resolving the case.
Recommendations for Traders Serving Senior Consumers:
- When promoting smart products, in addition to highlighting product performance and offers, consider enhancing after-sales service and technical support, such as providing clear demonstrations, simple operating instructions and usage guidance during installation, and patiently explain difficulties encountered by senior consumers;
- When selling treatments or other transactions involving contracts, explain complex contract terms clearly and enlarge the font size of printed documents for senior consumers to read;
- Be compassionate and only recommend products and services for senior consumers which are suitable for their needs and abilities. Refrain from aggressively selling products which they may not be able to use;
- When promoting offers, provide clear, specific and complete fee explanations. If consumers cannot enjoy the offer, explain the reasons clearly.
Tips for Senior Consumers:
- When purchasing smart products, inform staff of your usage habits and familiarity with smart products and functions, and enquire whether the agent provides installation and after-sales support. Senior consumers should take the opportunity during installation to request demonstrations of common operations and try them personally to ensure understanding;
- Some streaming platforms may offer free trial periods or basic services free of charge. Consumers should note whether charges apply after the trial or for service upgrades, and understand the cancellation procedures and deadlines to avoid incurring unnecessary costs;
- Beauty treatments are mostly prepayment consumption. Consumers should base purchases on actual needs and physical condition. Even if familiar with the beauticians or facing aggressive sales tactics, do not rush into decisions or feel obliged to avoid rejecting acquaintances. Consumers should also be aware of the types, quantities and validity periods of unused treatments to assess actual needs accurately;
- When planning to purchase glasses in the Mainland, consider convenience in addition to price, as adapting to new glasses takes time and may require returning to the Mainland for adjustments, increasing transport and time costs. Also note the risks of cross-border consumption;
- Family members, with elderly consumers’ consent, can help check bills and bank statements, explain lengthy and complex contract terms, and accompany them when signing contracts.
Download the article (Chinese only): https://ccchoice.org/591-senior
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