In a previous blog, I proclaimed that “Boomer” was a hipper term for the 40+ generation than “Best Ager”, the preferred name in Germany. But I also suggested that Europeans in general have integrated “midlife and beyond” friendly thinking into the societal fabric, in ways both practical and inspiring.
"For the rest of today's blog, continue at The Boomer Blog"
At the March 4 and 5 EuroForum on marketing to 50 plus consumers, held in Frankfurt, Ulrike Stocker, a psychologist/consultant, shared what I now think of as the model supermarket of the future, or in Ulrike’s words: “Supermarkt der Generationen.” The supermarkets Ulrike spoke about are located in places like the Sachsen region of northern Germany, and operated by The Edeka Group (“Die Edeka Gruppe”).
Take everything I say from here on out with a grain of salt, as the entire presentation was in German. However, the photographs were vivid and self-explanatory. Bottom line: this is not a store I’ve seen in the US yet.
The concept is that the store is designed to handle the special needs of every generation, taking into consideration life stage and physical needs. Think mother holding baby in arms and older individual with a walker, and you’ll get the general drift. In terms of aging boomers and especially the elderly “beyond” crowd, it is obvious that the planners have gone the extra mile to make the shopping experience consumer-friendly.
We already know that car companies, such as Ford, dress their engineers in “age suits” in order to simulate the dimmed eyesight, slower reflexes and other physical challenges that come with age. The hands-on approach allows them to not only conceptualize but experience what it is like to drive a car at 60, 70 or 80 and to take this information into consideration when designing cars.
The Edeka supermarket design team have taken the same approach. Picture number one was of what looked to all the world like a space-suited astronaut, holding a shopping list in gloved hand, searching for his favorite brand of peanut butter in your neighborhood grocery store. This store has been tested to go the distance.
As a result of their studies, here are some of the many features they’ve integrated into their stores.
• Scanners located in proximity to products that speak pricing and other bar code information out loud
• Comfortable seating areas
• Defibrillators in the bathrooms
• Two-way speakers throughout the store to ask questions
• Extra large shelf markers
• Combination walker/shopping carts
• A map of the market in Braille
• Extra large parking spaces
• Healthy and organic single serving products
I hope US markets are listening, because ten, fifteen years down the road, when the demographic tidal wave of boomers will begin shopping into their 70’s and 80’s, we’re going to want to be shopping where that astronaut bought his peanut butter, too!
Carol Orsborn