Key Findings -
UK
F
rom the UK-based study, the main difficulties that were found include :
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poor access to products where items were placed too high (67%, N=24));
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inappropriate size of packaging where the portions were too large (54%, N=24);
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items placed too low on the shelves (38%, N=24);
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the small size of the store (33%, N=24);
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and poor signage (33%, N=24).
Trolleys and baskets
It was found that 5 participants at Supermarket A found it a challenge to insert and remove the £1 coin from the lock. At Supermarket B, the deep trolleys were unpopular with 4 respondents who found it difficult to unload the items during checkout. The deep trolleys were used when purchasing bulky items. At both supermarkets, a number of participants brought their own shopping trolley and utilised the in-store baskets. They suggested that there should be a trolley park to leave behind their shopping carts. A number of respondents also felt that they would like to have an attachment on the trolleys to secure their shopping list.
* Figure 1: Significant issues related to trolleys and baskets
Store layout and aisles
8 participants at Supermarket A found the retail space to be small and cluttered; while at Supermarket B, 3 participants found the narrow passageways to be an issue. At both supermarkets, 8 of the participants felt that the signage could be improved and one of them commented, “the signs were not very clear and I must have missed (seeing) a lot of things”.
* Figure 2: Significant issues related to store layout and aisles
Shelves and freezers
The respondents felt that they were either too high, too low or too deep. “If the shelves are too low, then I will have an issue because I have a bit of a knee problem when I bend down”. Another area of particular attention was the over-stacking of canned food at Supermarket B that made it difficult for them to remove the cans from the shelves. The problem of poor product accessibility has been reported in previous research where older shoppers experience the inability to reach for products and considered it to be the main barrier towards a good shopping experience.
* Figure 3: Significant issues related to shelves and freezers
Product related issues
13 participants from both supermarkets felt that there should be more products in smaller packaging. Other key issues include unclear labelling, promotions and discounts that were not useful and that the range of products was inadequate. There was a high preference for senior shoppers to purchase smaller quantities of food due to their lifestyle requirements and most of them lived in single-households. “I wanted (Maris Piper) potatoes but the big bags were too heavy and they didn’t sell loose ones”. In terms of product labels, it was found that the list of ingredients was important to those with a special diet. “I look at the ingredients – what goes inside. I have to look out for wheat as I can only take gluten-free food… and the expiry dates are sometimes too small”.
Customer Service
2 participants at Supermarket A commented that that they could not find a customer assistant easily. At Supermarket B, a participant felt that the information counter could not be easily seen and there was a need to have more staff available for help. At both supermarkets, 4 respondents felt that they would like the customer service assistants to show them the way to the product.
Checkout
4 participants at both supermarkets indicated that the long queues were an issue. 2 respondents at Supermarket A were unhappy with the small checkout area, and another 3 of them found it difficult to open the plastic bags. At Supermarket B, 2 respondents felt that the buttons on the card transaction terminal was too small, and lifting heavy items onto the checkout was difficult. “The buttons are too stiff and small, and I sometimes enter the pin number wrongly”. When asked about the use of the automated checkouts, a respondent said “I find them too slow and prefer to use the cashier as they are much quicker”. However, it was found that 3 participants who took part in this study were comfortable with the self-service terminals and also used in-store scanners for their purchase. “They have a handheld scanner. I put my card in it and I go round with it. It still saves me from queuing and standing.” This shows that while most hi-tech equipment remained a barrier to older shoppers, there some who do embrace the use of technology.
Additioanl Feedback
3 respondents at Supermarket B expressed their concerns about the loose packaging being left on the floor, and 2 of them would like to see more seats made available at the store. At Supermarket A, 2 participants felt that promotional discounts for non-perishable items were more useful than those for food. They explained that they preferred fresh produce and buying food in bulk was not practical.