Age-Friendly Supermarket. A case study

CASE STUDY ..

How Age-Friendly is

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How Age-Friendly is Daiei?

Aeon, one of Japan’s leading supermarket retailers has responded to the needs of its ageing shoppers by making changes to become a more Age-Friendly shopping experience.

In 2012, Aeon announced that stores remodeled for older customers grew sales by 25% compared with the previous year. Aeon is working hard to pull urbanites and seniors into stores it used to try to fill with young consumers and families.

Silver visited the Daiei (part of the Aeon Group) supermarket store in Akabane, an outer suburb of Tokyo to evaluate the changes using the AF Tool.

The following is an excerpt of findings from a more rigorous audit of Age-Friendliness

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Entrance

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Wide unobstructed entrance

Bright, tactile paving strip (for the blind) also a

‘yellow-brick road’ to the door

score = 4.5

Shopping trolley

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Designed like a walker to provide

stability and leverage

Basket is removable and

shallow. No need to bend.

Two kinds of trolleys cover all

ages/needs

score = 5

Signage

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Large, high contrast type

Positioned to avoid glare from ceiling

lights

score = 5

Shelves & labels

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Relevant products placed at eye-level

Oversized shelf labels

score = 4.5

Large category callouts

Products

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Low calorie alternatives

score = 4.5

Packs & portions

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Small portion prepared meals for

singles

score = 4.5

Comfort

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Spacious rest areas throughout

score = 4.5

Restrooms

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Clear signage

Rails for old and young

score = 5

Accessibility

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Help intercon at entrance

Oversized display in elevator.

Positioned for all to reach. Bright guide marks

on escalator steps

score = 5

Merchandise

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score = 5

Hearing testing and aid sales

As part of the AF Audit, we also measured and evaluated:

Temperature Ambience (visual/audio) Illumination Sales Staff

Other

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The AF Audit Tool measures hundreds of touchpoints across the five major customer experiences.

300+ customer touch-points

Learn more about the AF Audit here: http://www.age-friendly.com

About the AF Audit

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The AF app guides our audit

1~5 scoring system

Question about the touchpoint

Detailed guidance to our audit

Our comments add context to the scores

Photos reference used in the final report

We can record sound to illustrate noise

For the accurate, comprehensive and secure evaluations

The ultimate goal

If executed correctly is should: Be discrete Have no negative affect on younger consumers – more likely positive spill-over Incur minimal cost if implemented to a plan, over time

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To increase revenue by improving the customer experience for older shoppers

IF YOU MARKET TO THE YOUNG, YOU’LL EXCLUDE THE OLD IF YOU MARKET TO THE OLD, YOU’LL INCLUDE EVERYONE

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Age-Friendly Supermarket. A case study

Retail

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