Retail trade association Bira has welcomed a recent guide released by the International Longevity Centre (ILC), saying it shows important steps shopkeepers must take to make their stores more accessible for the elderly.
The comprehensive series of five guides have been designed to offer practical tips and knowledge to help retailers understand and address the potential challenges faced by older shoppers.
The guides offer recommendations and real-life examples, and intend to help minimise the existing barriers that older people, individuals with limited mobility, or impaired vision, as well as those with caring responsibilities, might encounter while navigating local shopping environments.
It also provides useful signposts for further information and resources to aid retailers in improving their local shopping spaces.
The guides are part of a programme of work focused on Healthy Retail – emphasising the part retailers can play in supporting people to live healthy long lives while capitalising on what the ILC describes as a ‘longevity dividend’.
The ILC argues that those who innovate and adapt to the UK’s changing demographics will reap the rewards – both in higher customer spend and reduced staff turnover.
Older households have a much greater share of wealth. Consumers aged 55 and over have on average 25 times the assets of individuals aged between 16 and 24 and the ILC estimates that by 2040, 63p in every pound will be spent by older households. This provides a clear business case for making sure shoppers of all ages feel welcome.
Even more spending could be unlocked if retail spaces were more inclusive. High street shops lose £267m each month through not being accessible to disabled customers. One in four people with dementia give up shopping post diagnosis – representing a further loss of potential sales for retailers, as well as the loss of a positive leisure experience for those living with dementia.
“There is everything to play for in the older consumer market. Many older consumers enjoy shopping in person, and their spending power could hold the key to reviving our high streets. However, if retailers don’t adapt their businesses to make in-person shopping experiences easier, customers have other options,” Ailsa Forbes, ILC Retail Impact Fellow said.
“Older people are increasingly embracing online shopping. Plenty of older consumers are tech-savvy and confident at using shopping apps and online platforms to make purchases from the comfort of their own homes – with no need to worry if there’s a loo nearby or somewhere to sit and rest for a moment.
“High street retailers are missing a trick if they don’t think about how to encourage customers out of their houses and onto their local high streets. Offering somewhere to sit, clear signposting, access to toilets, keeping stock in familiar places and aisles free of clutter, as well as having friendly, trained members of staff on hand to help or have a chat, are simple ways to welcome a wider range of customers.
“Our retail guides show how small changes really can make a big difference. The more accessible and inclusive you make your retail space, the more you will benefit as a retailer, in terms of repeat custom, staff loyalty and increased profit.”
Bira said the new resources were ‘invaluable tools’ for retailers striving to enhance the shopping experience for older customers and individuals with varying needs.
“People talk about the demise of high streets. There is no doubt they are changing and evolving, but they still play a major part is local communities. A healthy high street is good for the local economy, but it can also make a positive contribution to people’s lives,” Andrew Goodacre, Bira chief executive, said.
“These guides offer valuable insight and tips for retailers to support healthy ageing and create business opportunities. Indie retailers care for their customers and the guide will only enhance the local shopping experience for everyone.”
The guides cover Accessibility, Healthy Workforce, Healthy Customer Service, Healthy Retail Environment and Healthier Choices.
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