Every little does indeed help

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dc.contributor.author Pei, Eujin en
dc.contributor.author Yin, Y. en
dc.date.accessioned 2012-06-07T09:51:35Z
dc.date.available 2012-06-07T09:51:35Z
dc.date.issued 2011
dc.identifier.citation Pei, E. and Yin, Y. (2011) Every little does indeed help. The Ergonomist, 498 December en
dc.identifier.issn 0268-5639
dc.identifier.uri http://hdl.handle.net/2086/6118
dc.description.abstract Ageing has been closely linked to loss of agility and strength that makes shopping a challenge for the elderly. The results from this research have revealed a number of issues that senior shoppers face at supermarkets in the United Kingdom. From this research, the main difficulties include poor access to products where items were placed too high (67%); portions of food that were too large (54%); items placed too low (38%); and poor signage (33%). The problem of reaching high and low shelves is not unique to only shoppers in the United Kingdom and this has been reported among older consumers living in other developed countries. It is proposed that the access to products could be enhanced if existing shelves are redesigned to accommodate the anthropometric limits of senior shoppers, as well as strategising the position of products. The next problem concerns the size of packaging or multi-purchase products. This is supported by previous research which identified that senior citizens found it difficult to transport large and heavy products and the portions would be substantial for them. Multi-purchase promotions and the portions of food could be reduced to appeal to older people and those in single-households. The third difficulty faced by elderly consumers concerns store layout and aisles where signage was a key issue as they may be more prone to eye ailments and poor posture. Existing ceiling mounted signs were seen as less effective, leaving elderly shoppers feeling disadvantaged when navigating around the store. The shopping experience for consumers could be improved by having signs installed at an eye-level and ensuring that they can be seen from a distance. This study has built greater awareness and provided an increased research focus for the elderly shopper in the United Kingdom, highlighting the need for more inclusive design that could potentially achieve a customer-centred retail experience. en
dc.language.iso en en
dc.publisher Institute of Ergonomics & Human Factors - The Ergonomist en
dc.subject ageing en
dc.subject retail experience en
dc.subject elderly shoppers en
dc.subject experience research en
dc.title Every little does indeed help en
dc.type Technical Report en
dc.researchgroup Interactive and Media Technologies
dc.researchgroup Digital Building Heritage Group
dc.peerreviewed Yes en


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