Supermarkets for seniors.

Research that we've conducted during the last ten years suggests that food marketers and packagers are among the worst at catering to seniors. So we were interested to read about a new European supermarket chain that is focusing its marketing and operations on older consumers, and decided to see how a cross section of the older shoppers on our panel would respond to their idea. Here is the description and question we presented to a cross section of senior shoppers on our panel:

"CONSIDER THIS: A GROCERY CHAIN CALLED 50+ IS DESIGNED FOR SHOPPERS OVER AGE 50. THE LABELS ARE BIG, THE AISLES ARE WIDE, THE FLOORS ARE NON-SKID, EVEN WHEN WET, AND THERE ARE PLENTY OF PLACES TO SIT DOWN.

SOME OF THE STORE'S APPEALING DIFFERENCES ARE LIGHTS THAT REDUCE GLARE, LOWER SHELVES, A BROADER ASSORTMENT OF SMALL-SIZE PACKAGES OF PERISHABLE FOODS, EMPLOYEES WHO ARE 50+, CARTS THAT HOOK ONTO WHEELCHAIRS, AND OTHER CARTS THAT DOUBLE AS SEATS FOR THE WEARY--AS SOON AS THE SHOPPER SITS DOWN, THE WHEELS LOCK. THE PRICES ARE COMPETITIVE WITH OTHER (REGULAR) SUPERMARKETS.

IT TURNS OUT THAT HALF OF THE SHOPPERS WHO COME TO THE STORE ARE UNDER 50. MANY ARE PROFESSIONAL AND MANY ARE SINGLE. THEY COME BECAUSE IT IS FRIENDLY AND BRIGHT, EASY TO SHOP, AND HAS ALL THOSE SMALL SIZE PERISHABLES. THEY ALSO LIKE THE WIDER AISLES AND WIDER PARKING SPACES THAT MAKE IT EASIER TO SHOP WITH CHILDREN.

THIS STORE WAS THE SUBJECT OF A YEAR-END STORY IN THE NEW YORK TIMES. EUROPE IS AGING FASTER THAN THE UNITED STATES, AND AS FAR AS I CAN TELL, NO ONE IS PLANNING OR CONSIDERING STORES LIKE THIS HERE. I THINK THERE MIGHT BE A MARKET FOR STORES LIKE THIS HERE. WHAT DO YOU THINK?"

Over 80% of the seniors' reactions and responses were positive. Many were enthusiastic. The parts of the concept that they most frequently picked up on were:

1) Easier shopping

2) Older employees

3) Having a place to sit

Easier shopping includes easier navigating and an ambiance that makes shopping more pleasant. Having places to sit is especially attractive to elderly and obese shoppers, who really find the long periods of walking and standing difficult.

Here is some of what they had to say in their own words: * "Sounds like heaven!" * "Absolutely! Whenever necessary spending is made more pleasant by excellent ambience- the better. Chances are folks will spend more during each visit- a definite plus for the retailer." * "This is a most interesting grocery store. I don't need to sit down in/on the grocery cart, but all the rest of the features you point out seem to represent the needs/desires of a large segment of the American population- i.e., the many professionals and/or retired persons who are not part of a large family and who often are unable to shop leisurely at midmorning. I'd like clean restrooms included too." * "That's the best idea in a long time. I don't need the carts with seats but my parents could sure use something like that." * "It sounds great. In our otherwise favorite store in Houston, it is necessary to get down on your hands and knees to shop for evaporated milk on the bottom shelf and stand on a lower shelf in order to reach the onion soup mix on the top shelf." * "Store employees often are young and indifferent to older customers' needs. Thus, it would be wonderful in a regular supermarket to have employees who "understand" names of foods (e.g. pimento cheese or angel food cake) and brand names (Del Monte v. Sunsweet or Corning Ware v. Pyrex)" * "Yes. To be able to get small sizes, not waste so much, move in aisles, and have a place to sit." * "What a wonderful concept! Is it really possible?" * "I have a 4'7" Grandma who can't reach the top 2-3 shelves or the bottom 1-2 shelves. That leaves her fewer options unless she asks for help from a stranger or an employee. I love the ideas of having benches around, scooters with "weight activated brakes," big labels, wide aisles, and 50+ employees who are likely to be more helpful than teenagers. I think one should be located by each and every cluster of senior housing or assisted living places. I hope someone runs with the idea. It is a great one!" * "I definitely think there is a need for such a store. I get tired and need to sit halfway through shopping. Most large grocery stores no longer have a meat counter, you can't buy just one chop or 1/2 pound ground beef." * "I have hip dysplasia and can't make a complete trip around a grocery store without needing to sit down. I don't want to use a motorized vehicle yet and really like this 50+ store idea." * "My mother (84) would LOVE to have store like this in Jacksonville, NC. She is able to get around by herself but gets frustrated navigating the local stores. I wish they had one in Columbia, SC, for me. Sounds wonderful! Who runs these places? I would like to encourage them to start up here in the U.S." * "As America ages, the need for stores like this is inevitable. Mega stores are too big to navigate by those whose ambulation is compromised."

Among the negative responses. * "Absolutely No! Who, among 50-year- old shoppers needs this sort of pampering? Sounds as if it is or should be aimed at the over 85 group. Wide aisles would be a plus at any age. As to small size perishables, my markets (Publix and Milam's) are happy to have one select whatever in the too-large package and will repackage it. Or one can take a plastic bag, choose and bag what is wanted." * "It sounds great but it will never happen here. We're even losing Big Bear, which has always been a Columbus, OH, mainstay." * "It would be easier and cheaper to offer a shopping service for those that qualify."