Articles
How can the retail industry better cater to the elderly?
by Natasha Christou Digital Marketing ConsultantIn 2019, the over-65
age group is the fastest growing demographic. In fact, by 2050, the number of
people over 80 years old is predicted to triple from 143 million in 2019
to 426 million in 2050. With fewer couples deciding to have children, this
means a huge shift in the population — and therefore big changes in shopping
trends.
This worldwide aging
population forecasts changes in the retail sector, and businesses need to adapt
to keep up with this demand. Not only is this demographic growing, but the over
60s are getting more and more active. With improved care and medical
assistance, people are not only living longer, but living more happily! The
over 60s are forecasted to have a global spending power of $15 trillion by 2020, and with many of them identifying shopping as
a preferred social activity, they are a market we need to cater for. So, how
can we tap into this market? And once we’ve got the attention of the over 60s,
how can we make their shopping experience as enjoyable and accessible as
possible? In this article, Straight Stairlifts
Bishop Auckland explores the answers…
How can businesses become more accessible?
There are many ways that you can adapt your
business to suit an aging customer base. From product design, to shop lighting,
there are multiple adjustments that will make a world of difference for thes
shoppers’ experience. Here are some areas to focus on.
Shop layout and location
Many older adults identified a desire to
shop at locally owned shops, closer to home. As shopping is a leisure activity
for this group as well as a necessity, the social aspect should be a big focus.
Local shops closer to residential areas are likely to have a high success rate
with this demographic, as they will create a stronger sense of community
between shoppers.
Shops closer to residential areas will also
be much easier to access for an age group that is likely to contain a higher
number of non-drivers.
The layout of your shop is another major
thing to consider. To cater to these customers, accessibly is of great
importance. If your shop has multiple floors for example, consider installing a
curved or straight stairlift as well as plenty of seating areas for those
customers who will need a breather. Accessible bathrooms are also of utmost
importance.
Non-slip floors and matte surfaces have
also been installed by many accessible shops. It is best to take any
opportunity to make your customers feel safer and more at ease! Lighting is
another consideration; senior shoppers can require light up to five times brighter
than younger people in order to comfortably read labels and packaging. An
example of a shop that has carefully considered this is Seniority, an
elderly wellness retailer in Pune, India. This shop features lighting that
gradually transitions between the exterior and interior of the shop, giving
customers’ eyes more time to comfortably adjust.
The Keio department store in Japan
is another business that has responded well to its aging customer base and
adjusted its layout accordingly. After discovering that 70% of its customers
were over 50, the design of the shop floor was organized by colour, price and
size, rather than brand. Making the shopping experience easier to understand
and enjoy for older people.
Packaging and design
In a 2013 survey,
52% of 60-70-year-olds admitted difficulty in reading product labels and
packaging — it is clear that most designs haven’t kept up with an aging
audience. In order to encourage elderly shoppers, make sure your labels, shop
signs, advertisements and packing are all clear and easy to read. If you have
any doubts about their readability, make sure there are always plenty of shop
assistants on-hand to assist older customers.
Customer service
Following on from the last point, customer
service is key to making a great impression to older shoppers. In contrast to
the younger demographic who statistically prefer online shopping and less
face-to-face interaction, older customers seek help and social interaction
while shopping. As many elderly people will see shopping as a social
opportunity, make sure your shop assistants are always ready to help and offer
advice to these customers.
Slow shopping
Many retail businesses such as Sainsbury’s
have recently embarked in slow shopping initiatives. First trialed in Gosforth,
Newcastle, slow shopping took place every Tuesday afternoon for two hours. The
scheme discourages rushing around the shops, and instead, creates a calming
environment in which older customers can take their time and shop at their own
pace.
Shoppers who attend this slow shopping
window are greeted by employees at the shop’s entrance, and our offered
assistance as they shop. In addition, chairs are put in place at the end of
aisles so that customers can have regular breaks and aren’t kept on their feet
for too long.
‘Relaxed lanes’ are also being trialed in Sainsbury’s
around Scotland, encouraging shoppers to go at their own pace and be respectful
of one another.
Shopping is one of the favourite activities
of the older demographic, and our stores need to start reflecting this. A recent
study conducted by the Alzheimer's Society uncovered that, of the 850,000 people
living with dementia in the UK, eight out of ten named shopping as their most
enjoyed activity. Sadly however, one in four have given up shopping completely
in their old age. If you focus on creating a more accessible and less
overwhelming retail business, this group of people will be back doing what they
love, and your aging customer base will grow and grow.
Sources
http://gdruk.com/design-retail-experience-seniors-approaches/
https://www.un.org/en/sections/issues-depth/ageing/
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About Natasha Christou 
Digital Marketing Consultant
5 connections, 0 recommendations, 38 honor points.Joined APSense since, July 10th, 2019, From Newcastle Upon Tyne, United Kingdom.
Created on Sep 12th 2019 09:02. Viewed 341 times.
