I am always gratified when I
read an article about studies being done to make life easier, especially for
seniors who find life more challenging then most. The Wall Street Journal (Monday, September 14,
2009) featured an article by Ellen Bryon called “Seeing Store Shelves Through
Senior Eyes.”
The senior market is huge
and getting bigger every day as baby boomers are turning 65. You
may already have noticed that current store layouts are quite challenging for
the older shopper. Worsening eyesight,
arthritis complications, and balance issues all play a role when it comes to
not only seeing but having to stoop or reach for every day items at the store.
Training exercises are being
orchestrated to give people the sense of what it is like to see through senior
eyes. Donning glasses to simulate visual
problems, putting popcorn in shoes to make balance a little more precarious,
and other simulated infirmities consistent with the aging population is making
retailers more aware of what it is like for real patrons. As a result of studies many stores are
beginning to change. Color and
lightening in the stores as well as labeling goods with bigger typefaces on the
packaging are the tip of the iceberg in stores such as Walgreen, Rite Aid and Family
Dollar Stores. Call buttons near heavy
water and laundry detergent bottles, magnifying glasses on store shelves, wider
and clearer aisles are a few new concepts.
Come to think of it, I did notice at the grand opening of the new Fred
Meyers store that the aisles were a lot wider than they used to be and I thought
at the time that it was a good idea.
Stores that accommodate older
shoppers by having nearby parking spaces and providing manageable shopping
carts will end up with loyal customers.
I hate to shop and I think part of it is that that the aisles are too
narrow and the displays too mind boggling.
If you pause to examine something there is always someone in a hurry
ready to run over you as you pause to study the sodium and sugar content in
your favorite brands. It is good to know
that retailers are not giving up on seniors and that they are realizing that
our dollars are just as good as anyone else’s.
Ready to go shopping?
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