How technology can help to make retail more accessible to older consumers

Older consumers experience many barriers to visiting stores, among others due to limitations in sight, hearing, mobility, information processing and/or digital skills. This is detrimental to retailers, because older people represent a substantial, increasing, and purchasing power of the population that is relatively loyal to regional shopping areas. Moreover, it puts pressure on the inclusion of older people in Europe, since shopping visits contribute to their social well-being. 

OUR AIM

With this research project, a consortium universities in the Netherlands, the UK, Italy and Finland is investigating how in-store technologies can help older people in Europe overcome these barriers, with the aim to make retail businesses and -areas more accessible to older consumers. The project has two main objectives. First, we want to identify the most promising in-store technologies to help older people in different European regions to overcome barriers in retail businesses and -areas. Secondly, we aim to expand the collaboration within the consortium and reach out to new partners from universities and industry, in order to jointly design, apply for and implement a European follow-up project.

“The retail industry plays an important role in the inclusion of the elderly. Physical stores not only provide access to essential products, but also act as a social gathering place that gives seniors a sense of independence and connection to the community. Retailers are often motivated to better serve the older customer, but lack knowledge on how to improve accessibility of their business. With our research group, focused on Emerging Technologies for Business, we explore how in-store technologies can be used to remove barriers older people experience while shopping.” 

Tibert Verhagen – Professor Emerging Technology for Business

METHODS

The study combines an expert study with a consumer survey. For the expert study, we reach out to international experts from universities and industry, with expertise on older consumers, retail and/or emerging technologies. In a collaborative effort, these experts will be asked to identify the main barriers that older people experience while shopping and the most promising technologies to remove these barriers.

The consumer research is conducted among older consumers (65+) in the Netherlands, Italy, England and Finland. This research aims to: a) gain insight into how in-store technologies can help older people reduce barriers during shopping and thus provide them with a better shopping experience, and b) formulate new questions for follow-up research based on the insights.

EXPECTED RESULTS

The knowledge generated will be integrated and widely disseminated towards retailers, industry associations and technology parties and in academia. The project results will be presented at (inter)national academic conferences and published in an international peer-reviewed journals. Blog articles will serve to disseminate our findings in the professional field. Finally, the project will feature as teaching material for students at the participating institutions.

RESEARCH TEAM & PARTNERS

Technology for Age-inclusive Retail is a European research project in which the Amsterdam University of Applied Sciences collaborates with Saxion University of Applied Sciences, the University of Bristol, the University of Calabria, Aalto University and industry organizations Vakcentrum and INretail. The project has received funding from Regieorgaan SIA as part of the pilot programme Towards Europe: Network Development.

Project team 

Tibert Verhagen Amsterdam University of Applied Sciences Professor Emerging Technology for Business	Jacqueline Arnoldy Amsterdam University of Applied Sciences  Project Manager	Iris Hagemans Amsterdam University of Applied Sciences Senior researcher

External partners 

CONTACT Would you like to be the first to be informed about the research results? Or do you have questions or ideas about this project? If so, please contact Jacqueline Arnoly (Project Manager, Amsterdam University of Applied Sciences).

SPONSORED BY: