The Homa Files

Excerpted from WSJ, Seeing Store Shelves Through Senior Eyes, Sep 14, 2009

The number of adults aged 65 and older will reach 71.5 million people by 2030, twice their number in 2000 and representing nearly 20% of the total U.S. population. As baby boomers turn 65 years old beginning in 2011, they are expected to spend an additional $50 billion over the next decade on consumer products in the U.S.,

Current store layouts present challenges for elderly shoppers, experts say. Worsening eyesight makes finding items more frustrating, arthritis complicates browsing and reduced balance intensifies the strain of stooping or reaching for products.

So, some marketers are donning glasses that blur their vision, slip un-popped popcorn into their shoes, wear gloves and adjust tape that binds their thumbs to their palms …  an exercise designed to help them better understand the physical challenges facing elderly shoppers.

Some of the ways marketers are helping seniors cope:

Morgan Stanley, recommends that financial advisers ensure report colors and office lighting are friendly to elderly eyes.

Drug-store chain Rite Aid is revising its private-label goods with bigger typefaces on packaging.

Family Dollar is weighing new lighting and shelf labels.

Walgreen plans to install call buttons near heavy merchandise like bottled water and laundry detergent in some stores. It also will put magnifying glasses on store shelves.

Many retailers offer nearby parking spaces  and manageable carts.

Full article:
http://online.wsj.com/article/SB125288402995807243.html

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This entry was posted on September 18, 2009 at 7:38 am and is filed under Retailing, Retirement - Social Security. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.