Customer acquisition often has a high cost. Identifying a group as "senior citizen" and offering a discount is just another such cost. You see "student discoun

Customer acquisition often has a high cost. Identifying a group as "senior citizen" and offering a discount is just another such cost. You see "student discount" at least as often. It is not about giving a "gift" to the students but making an offer to a self identifying group. Otherwise it is a hard and costly marketing slog reaching individual consumers.