In Berlin, a supermarket has adapted to the needs of the elderly
German supermarket chain Kaiser has modified one of its local Berlin stores to adapt to the needs of the elderly, who represent the majority of the area’s residents.
In Germany, 25% of the population is over 65 years of age, and this number is likely to reach 33% by 2050. Spotting this future trend in the retail industry, the Kaiser supermarket chain has decided to test a new type of store in Berlin, targeting elderly shoppers designed to make moving around the aisles easier.
Launched in 2007, this “Generation Markt” is equipped with numerous features specially targeting elderly shoppers, including wider aisles, help buttons installed on shelves, non-slip treads on the floors, more lightweight and easy-handling trolleys, clear signs, glasses that magnify the prices or product information, special writing on small packaging, and much more.
As well as being popular among older shoppers, this dedicated attention to the vulnerability of the elderly has also proven a real money maker. Since these features were implemented, the supermarket’s profits have increased.
Practical information: Kaiser Supermarket, Friedrichshain, Berlin