Supermarket shopping: how stores can help older customers

The current support available for older shoppers in supermarkets is patchy, says Felicity Hannah.

Sainsbury’s recently made the headlines after it began trialling a dedicated ‘slow shopping’ day, where staff members greet elderly or more vulnerable customers at the door and assist them with their shop.

Whether it’s driven by a cynical urge to entice new shoppers or a genuine desire to help (or both), this kind of tailored service is definitely in demand.

We asked loveMONEY readers if they thought more supermarkets ought to offer this kind of Slow Shopping service for the elderly and vulnerable, and an impressive 92% said yes (see poll results below).

So we wondered when is the best time for older people to shop until such schemes are introduced more widely – and what other kind of dedicated help is available.

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Sainsbury's poll (image: loveMONEY/Apester)

Is this really going to grow?

Yes, undoubtedly. It’s well known that the UK has an aging population, with the Office for National Statistics showing that older age groups are the fastest growing.

By 2039, it predicts more than one in 12 people will be aged over 80.

We’re living longer and expect to be catered for but are retailers changing fast enough to keep up with the demand for additional help?

Or are some missing out on what is generally dubbed the ‘grey pound’?

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What’s already being done?

Sainsbury’s is not the first retailer to think about how it can provide more support to older or more vulnerable customers.

However, there seems to be a bit of a postcode lottery when it comes to the support that’s available. What’s out there can depend on the local managers.

Jane Vass, director of policy and research at Age UK, told us: “When Age UK last looked at food shopping in later life, we found that supermarkets sometimes had local arrangements to support older shoppers – for example, helping with trolleys - and it’s always worth asking at the counter if you need special help.

“Several local Age UKs run shopping services, including escorted shopping trips, home delivery services, and help with online shopping.

“If you are having difficulty managing day-to-day, it is worth getting in touch with your local Age UK or contacting our National Advice line to get a copy of our guide to getting help at home.”

That advice line is free and open 8am to 7pm 365 days a year.

To talk to someone, just call: 0800 169 2081.

Sainsbury's is currently trialling slow shopping (image: Sainsbury's)

What more could be done?

Slow Shopping trials are a start but there is still a long way to go if older or more vulnerable shoppers are to be catered for properly, especially with the wide variation in support.

However, catering more carefully for older shoppers makes excellent business sense, with Age UK highlighting that almost one in five of the UK population is now over State Pension age.

Older households spend £109 billion a year.

Ms Vass adds: “It’s really encouraging that some supermarkets are starting schemes to help older shoppers.

“However, things are patchy, and it’s not just supermarkets that could do more – local convenience stores have an important role to play too.

“The sorts of things that older people tell us they find difficult are getting to the shops in the first place – particularly in rural areas – and then once you are there, negotiating poorly laid out shops and high shelves and reading small print on labels, and finally, carrying bags home.

“A particular bugbear is being unable to buy perishable goods in small packages and special offers that only make sense if you buy in bulk.”

So supermarkets could do more to review store designs to make them easier to get about without the risk of slips and trips, providing more rest areas and toilets, training staff to offer help in a way that is friendly rather than patronising, helping people to buy online, and using their buying power to meet older people’s needs – for example by changes to food packaging to make it easier to open.

“Many local Age UKs are happy to work with local retailers, for example some have ‘severe weather’ services to support people who find it difficult to get out in the event of storms or floods.”

In the organisation’s report into helping older clients, it made several recommendations to retailers, including:

Increase accessibility

Store designs should be reviewed to make them as easy as possible to navigate and to reduce the risk of slips and trips.

Out-of-town stores could lay on transport to their shops and all retailers could train their staff about the needs of older customers.

Support older people with product choices

Older people often live alone and, like many people, can’t take advantage of multi-buy discounts, so retailers should consider special offers that target such shoppers instead.

They could also make sure the range of products on offer includes smaller packets of perishable food, because that better suits single households.

Help older shoppers buy online

Retailers could help older and less mobile people enjoy the freedom of online shopping by providing internet training for local people.

Delivery staff could be trained to help customers put shopping away when they deliver.

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Views from the shop floor

We wanted to know what older shoppers felt about the help they are offered at present and so asked a few for their thoughts.

Victoria, 66, says: “I am still very active and have no difficulty getting around the shops.

However, like many grandparents, I look after my grandchildren and so having a quieter time to go shopping, or a time when I know there will be extra help, would make a big difference.

“I’d definitely use it.”

George, 72, says: “I do find it hard to get around the shop but [I already get] help.

“Customer services always find someone to walk around with me and carry things if I ask. I do usually go during the day though, which I think is quieter for them.”

Anne, 80, says: “My daughter uses her computer to do my shopping each week and comes around to help me put things away. I would like to have more help in the supermarket when I do go but I don’t like to ask.”

Ultimately, everyone benefits when retailers become more thoughtful about their customers’ needs.

As Ms Vass concludes: “Making stores easier to negotiate with a walker or a wheelchair will be welcomed by parents with buggies and a toddler in tow, and ‘shopping for one’ can be an issue whatever your age.”

Let’s hope British supermarkets get the message that this is wanted, needed and good business sense.

What do you think? What could supermarkets and other retailers do to support their customers more? Or do they already do enough? Have your say using the comments below.