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
Checkout
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Oversized, simple, clear price display
Helpers on hand
score = 5
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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