High Street Retailers Must Cater for Needs of Older Shoppers

There are far too many older people that are finding high street shops unwelcoming, with confusing automated checkout machines and nowhere to sit down for a rest.

Older people’s charity, Anchor, had commissioned a report that highlighted that older people aren’t getting catered in high street shops and warns if things don’t improve, than high street shops are at risk of losing out on up to £4.5 billion in trade each year by 2030.

The report entitled “Older generations to rescue the high street”, reveals that:

  • 23 percent of older people aged 70+ say they are feeling “shut out” from the high street shops.
  • 60 percent of older people are concerned about the lack of seating that is provided in shopping areas, including inside shops.
  • 33 percent of older people would feel embarrassed to ask for a seat in a public place.
  • 24 percent of older people are put off by self-checkout machines.

Jane Ashcroft who is the Chief Executive of Anchor said: Going shopping is something most of us take for granted and yet many thousands of older people feel excluded from our high streets. This is an issue not to be overlooked, as it increases older people’s isolation and loneliness, in turn affecting health and wellbeing. It’s also important for retailers who are missing out on huge amounts of revenue. We must value older people – everyone should have the chance to live life to the fullest, regardless of age.”

Anchor is now asking for more to be done to tackle unwelcoming high streets , to help reduce people’s loneliness and improve their health and wellbeing. In particular, it is calling on more retailers to get behind it’s “Standing Up 4 Sitting Down” campaign – a national initiative encouraging retails to provide seating for its older customers in shops. Now, there are more than 1,500 across the country that have signed up to the scheme, including Sainsburys and Morrisons but more are needed.

The new report highlights that as baby boomers reach an older age, they represent a significant part of retailers’ target audience, and one they ignore at their peril. It warns unless the high streets reinvent themselves as an age-friendly environment, they are going to be losing billions of pounds of revenue each year and could seal their own demise, as great number of young people turn to shopping online, high street retailers will increasingly rely on in store trade from older people who are likely to go out shopping.

Dr Frank who is the Foresight Director at the Centre of Future Studies, compiled the new report on behalf of Anchor. He said “Baby boomers are an economic force to be reckoned with. As they enter older age, their refusal to retire quietly is an opportunity to reinvigorate the high street, transforming it into a diverse, prosperous, and age-friendly environment. The alternative, £4.5bn annual losses and the death of the high street, will be devastating not just for older people but for everyone.”

He recommended simple measures to be carried out such as making shops more comfortable and enjoyable for older people and give a competitive edge to those retailers which provide them. This includes placing in-store seating areas where people can take a rest if they need to, and a return to good older-fashioned service by real human beings, rather than impersonal and sometime confusing automated checkouts. For some people, especially those who live alone, the social interaction they get while out shopping is extremely important.

Retailers should take considerations before rushing blindly to new technologies because investing in new technology can have a negative impact on their older customers. Providing a mix of checkout options to suit the differing needs to shopping would be more sensible route.

You can download the new report, “Older generations to rescue the high street”, in full by clicking here. You can also find out more about Anchor’s “Stand Up 4 Sitting Down” campaign, including how retailers can join it, by clicking here.

Source: Acorn Stairlifts

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About Dequiana Jackson

Dequiana Jackson, CEO of Inspired Marketing, Inc., is a small business marketing coach who shows women entrepreneurs how to use solid marketing strategies to turn their life’s passion into a profitable, service-based business. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog, Entrepreneur-Resources.net.

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