he problem of reaching high and low shelves is not unique to only shoppers in the UK and China. It is proposed that the access to products could be enhanced if existing shelves are redesigned to accommodate the anthropometric limits of some senior shoppers, as well as determining the positioning of certain products. For example, identical products could be displayed in vertical arrangement, rather than occupying the entire shelf. Problems with trolleys and baskets are associated with easy to control, problems with lifting item up from bottom, availability and maintenance. In terms of signage, 39 per cent response concerned signage was a key issue because of the fact that they may be more prone to eye ailments and poor posture.  Therefore, the existing ceiling mounted signs could be less effective, leaving them feeling disadvantaged when navigating around the store. The shopping experience for consumers could be improved by having signs installed at more appropriate height levels and by ensuring that they can be clearly seen from a distance.