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dc.contributor.authorPei, Eujinen
dc.contributor.authorYin, Y.en
dc.identifier.citationPei, E. and Yin, Y. (2011) Every little does indeed help. The Ergonomist, 498 Decemberen
dc.description.abstractAgeing 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.publisherInstitute of Ergonomics & Human Factors - The Ergonomisten
dc.subjectretail experienceen
dc.subjectelderly shoppersen
dc.subjectexperience researchen
dc.titleEvery little does indeed helpen
dc.typeTechnical Reporten
dc.researchgroupInteractive and Media Technologies
dc.researchgroupDigital Building Heritage Group

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