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Age-Friendly Supermarket. A case study
Aeon, a leading Japanese supermarket retailer, has made significant changes to enhance the shopping experience for aging customers, resulting in a 25% sales increase after remodeling its stores. The audit of the Daiei supermarket in Akabane revealed high scores for age-friendly features like unobstructed entrances, accessible trolleys, clear signage, and spacious rest areas. The initiative aims to attract seniors while still appealing to younger consumers, ultimately enhancing customer experience and increasing revenue.
Age-Friendly Supermarket. A case study
- 1. CASE STUDY .. How Age-Friendly is © Silver Group
- 2. How Age-Friendly isDaiei? 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 © Silver Group
- 3. Entrance © SilverGroup Wide unobstructed entrance Bright, tactile paving strip (for the blind) also a ‘yellow-brick road’ to the door score = 4.5
- 4. Shopping trolley ©Silver Group 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
- 5. Signage © SilverGroup Large, high contrast type Positioned to avoid glare from ceiling lights score = 5
- 6. Shelves & labels © Silver Group Relevant products placed at eye-level Oversized shelf labels score = 4.5 Large category callouts
- 7. Products © SilverGroup Low calorie alternatives score = 4.5
- 8. Packs & portions © Silver Group Small portion prepared meals for singles score = 4.5
- 9. Comfort © SilverGroup Spacious rest areas throughout score = 4.5
- 10. Restrooms © SilverGroup Clear signage Rails for old and young score = 5
- 11. Accessibility © SilverGroup Help intercon at entrance Oversized display in elevator. Positioned for all to reach. Bright guide marks on escalator steps score = 5
- 12. Merchandise © SilverGroup score = 5 Hearing testing and aid sales
- 13. Checkout © SilverGroup Oversized, simple, clear price display Helpers on hand score = 5
- 14. Other As partof the AF Audit, we also measured and evaluated: Temperature Ambience (visual/audio) Illumination Sales Staff © Silver Group
- 15. About the AFAudit 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 © Silver Group
- 16. The AF appguides our audit For the accurate, comprehensive and secure evaluations Question about the touchpoint Detailed guidance to our audit 1~5 scoring system Our comments add context to the scores Photos reference used in the final report We can record sound to illustrate noise © Silver Group
- 17. 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 © Silver Group 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
- 18. Contact: Email: kim@silvergroup.asia Silver Web: www.silvergroup.asia Blog: http://silvergroup.asia/blog/ Twitter: @SilverGroup © Silver Group