Do you ever feel that architects, store designers, visual merchandisers, product suppliers and store managers have not received the memo to merchandise for all ages? The fixtures used are often too high and therefore dangerous to those who attempt to reach products by stepping on thresholds. Don't they realize that such over-extending often creates a balance challenge? If the shopper cannot reach the product, it will never find its way to the cash register. Why should older and physically-challenged adults be required to make dangerous movements to purchase a quart of milk located at the top of the case? And why does the gallon size of milk fill up all the the convenient, middle rows of the case? Sales could grow if each size container is accessible to the consumer!
When was the last time you shared shopping risks and hazards with a supermarket store manager? Undoubtedly they would have preferred to hear from the consumer before the accident that required the Firefighters to pick you up the customer from their floor. The "aging-in-place" industry is emerging, especially as our population ages and as diagnosis of diseases escalates. Most states support a Fall Prevention Coalition or program, and most hospitals support a "fall risk" identification and prevention program. But what are retailers doing to encourage accessible shopping by addressing this growing market segment?
Indeed they have electric shopping carts, but without someone accompanying the person using the cart, reaching challenges will still exist. Accessibility is a legal requirement under American Disabilities Act (ADA). But who is supporting "accessible retail merchandising" to provide a favorable "reachability" factor?
Accessible retail merchandising is a global concern as well. Aging populations continue to swell around the world. Imagine the falls that could potentially occur in the European Union where 50% of their population will be 65+ within the next few years. Or in Italy, where retirees will outnumber active workers by 2030. Thailand's media age will rise to 50 by 2050 and across ASIA, # of people 65+ will increase by 314% from 207 million in 2000 to 857 million in 2050.
New research found that just like past generations, 8 of 10 baby boomers, the first of whom began turning 65 on Jan. 1, 2011, are happy right where they are and they do not want to move from their home. And from my years of experience in teaching older adults about home safety, they also want to shop for themselves and exercise their independence as a consumer!
The physical needs of the disabled, boomers and seniors need to be accommodated as their abilities change. In the U.S, the baby boomer generation is estimated at 78 million people, or over 25% of the total population. Retailers wake up to the fact that this generation has $2 trillion - that is more spending power than any preceding generation. Don't underestimate the fact that the majority want to age gracefully and shop for themselves, just like we all do!
There are plenty of small, relatively inexpensive merchandising changes that can make stores easier to shop in, not just for you but for everyone, regardless of age, size or ability.
Shall we call it "universal retail design?" This is not just about older people with chronic conditions, it is for everybody and all circumstances, whether you are pushing a wheelchair or a stroller. With that in mind, let's take a quick walk around the typical supermarket and see what can be done to make it more shopper-friendly:
As we age because we don't walk as well, our vision wanes, therefore requires more light. Over one in five people in the U.S. have doctor-diagnosed arthritis which includes trouble grasping things, sleeping difficulty and restricted mobility.
-Construct a reduced-slip tile and/or apply a non-skid coating to the flooring.
-Make the front edge of the steps a contrasting color to provide visual orientation.
-In signage, use colors with sufficient contrast between text and background colors.
-Offer a staff member to be a shopping companion to those with mobility challenges so they are not shopping by themselves. Studies show the sales increase when additional convenience services are provided.
-Numerous apparel retailers now offer comfortable furniture for loved ones to enjoy while you shop. Offer furniture near the checkout lanes in the supermarket, other than a café or coffee outlet where you are expected to make a purchase?
Accessible retail merchandising can also enjoy a number of hidden benefits. They will be singing your praises to all their friends at the social events, from bridge to crafts to church gatherings. Retailers, ensure your retail brand is leading the way to an accessible retail merchandised Holiday Season 2011!
Kim Kubsch is an educator and advocate focused on enabling the aging and physically-challenged to remain in their homes safely, confidently and independently, as long as possible! As a Certified Aging in Place Specialist (CAPS), Kim speaks, teaches, and consults on Aging in Place and Universal Design to health professionals, caregivers, retailers, insurance companies, developers, communities and associations.
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