A world where a significant number – sometimes the majority – of people are ‘old’ and exhibiting the results of ageing is something nobody has experienced. This is our future. Products, services, buildings, cities, digital applications are designed for the young by the young. This worked well when the designers and users were the same age. Not any more. Being AF demands we see start seeing the world for what it is (ageing) rather than through the youth-centric eyes of our designers, marketers and policy makers. This case study is based on a visit to Daiei supermarket in a suburb of Tokyo and shows some innovations that respond to the needs of their ageing customers.

1. CASE STUDY ..
How Age-Friendly is
© Silver Group

2. How Age-Friendly
is Daiei?
Aeon, one of Japan’s leading supermarket retailers has
responded to the needs of its ageing shoppers by making
changes to become a more Age-Friendly shopping
experience.
In 2012, Aeon announced that stores remodeled for older
customers grew sales by 25% compared with the previous
year. Aeon is working hard to pull urbanites and seniors into
stores it used to try to fill with young consumers and families.
Silver visited the Daiei (part of the Aeon Group) supermarket
store in Akabane, an outer suburb of Tokyo to evaluate the
changes using the AF Tool.
The following is an excerpt of findings from a more rigorous
audit of Age-Friendliness
© Silver Group

3. Entrance
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Wide unobstructed
entrance
Bright, tactile
paving strip (for
the blind) also a
‘yellow-brick road’
to the door
score = 4.5

4. Shopping trolley
© Silver Group
Designed like a
walker to provide
stability and
leverage
Basket is
removable and
shallow. No need
to bend.
Two kinds of
trolleys cover all
ages/needs
score = 5

5. Signage
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Large, high
contrast type
Positioned to avoid
glare from ceiling
lights
score = 5

6. Shelves & labels
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Relevant products
placed at eye-level
Oversized shelf
labels
score = 4.5
Large category
callouts

7. Products
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Low calorie
alternatives
score = 4.5

8. Packs & portions
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Small portion
prepared meals for
singles
score = 4.5

9. Comfort
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Spacious rest
areas throughout
score = 4.5

10. Restrooms
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Clear signage
Rails for old and
young
score = 5

11. Accessibility
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Help intercon at
entrance
Oversized display
in elevator.
Positioned for all to
reach. Bright guide marks
on escalator steps
score = 5

12. Merchandise
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score = 5
Hearing testing
and aid sales

13. Checkout
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Oversized, simple,
clear price display
Helpers on hand
score = 5

14. Other
As part of the AF Audit, we also measured
and evaluated:
Temperature
Ambience (visual/audio)
Illumination
Sales Staff
© Silver Group

15. About the AF Audit
The AF Audit Tool measures hundreds of touchpoints across
the five major customer experiences.
300+ customer touch-points
Learn more about the AF Audit here: http://www.age-friendly.com
© Silver Group

16. The AF app guides our audit
For the accurate, comprehensive and secure evaluations
Question about the
touchpoint
Detailed guidance to our
audit
1~5 scoring system
Our comments add
context to the scores
Photos reference
used in the final report
We can record sound to
illustrate noise
© Silver Group

17. The ultimate goal
If executed correctly is should:
Be discrete
Have no negative affect on younger consumers – more likely
positive spill-over
Incur minimal cost if implemented to a plan, over time
© Silver Group
To increase revenue by improving the customer
experience for older shoppers
IF YOU MARKET TO THE YOUNG, YOU’LL EXCLUDE THE OLD
IF YOU MARKET TO THE OLD, YOU’LL INCLUDE EVERYONE

18. Contact:
Email: kim@silvergroup.asia
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: @SilverGroup
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