German Supermarkets Become Senior-Friendly

Chain Remodels With Step Stools And "Relaxation Zones" To Appeal To Fast-Growing Demographic

(CBS)  Since Germany's Kaiser grocery stores were transformed from supermarkets to "senior markets," their customers have become their best commercial. CBS News correspondent Richard Roth reports from Berlin.

From the shoppers who love the new step at the dairy case, putting everything in easy reach, to the lady who adores the new "relaxation zone."

The makeover widened the aisles with non-skid floors and brightened the lighting.

Price labels got larger and packaging got smaller — for the smaller household, the sign says.

For smaller print, the store has magnifying lenses hanging from shelves and shopping carts. And the carts have been redesigned with built-in seats for weary shoppers — a feature Adam Koenig says he likes, but doesn't need.

"I am retired, but not tired," he laughs.

Younger customers are welcome, too — but the emergency call buttons and all the rest are designed for a different demographic: a supermarket for Germany's grey market.

The population that's fuelled Europe's biggest economy is growing old, fast. A third of all Germans will be over 50 by the end of the decade. This isn't a noble experiment in social welfare; it's a business calculation.

Tobias Tuchlenski, the supermarket chain's regional manager, says revenues at the store are already up 30 percent.

"Sure we see a profit. ... This is a very good market for us because ... they spend more money for food than other people."

But Germans aren't the only ones growing old fast. Seniors will soon lead U.S. population growth, too.

It’s really not hard to see that this is an idea Americans may want to examine.

[janke8]

I think it is a GREAT IDEA...with this fast pace of American life...one forgets..We will all get there someday(hopefully)OLD,SLOW,METHODICAL,AND NEEDING HELP AT EVERY CORNER..Nothing last forever, including YOUTH!! For all the time I spend looking for my "old lady glasses" to see the small print, I could volunteer at the senior center.

[retmilspouse]

The USA has much to learn. It's too busy worrying about Iraq and other stupid issues. You did it you bozo Bush. I wish that we could kick your Texan arse out right now..........you liar you and your staff.
Posted by elgraz at 04:30 PM : Apr 29, 2007

You just had to do it. Never staying on the subject at hand, making it political every chance you get. You are so pathetic, get a life. I can't imagine living in world where there is a government conspiracy in every crack and corner of your miserable existance.

[michellem99-2009]

I would like to see the print in large type. I wear a 4x magnifier pendant. I use my white cane to get some things. It is hard to find help when needed. The carts are not user friendly for us with visual needs. There was a cart that worked out us handicapped and it was gone in a short while. They have the gall to aks *did you find everything all right*I dutifully say yes.I have to hunt for every thing. Any speical needs items for usage is not there oo ripped off.
There were raised maps for us to know in places to touch /ripped from the wall. Any magnifiers placed /ripped off. They were too weak to see. Seniors are a reminder of what they will be when in 50s+ I fall into that age group.I have been wishing they 'd step upto the plate for years on this issue of prirt as I was born visually impaired.

[sclaires]

I am glad to see where the seniors in Germany are being considered when it comes to the grocery store. I know when I go to the grocery store here I have to reach up high for some items and then there are other items I can't reach. And, try to find someone to help you!! And the magnifying glasses are just the thing for those of us with visual impairments. But, I imagine if that was tried here, the magnifying glasses would be stolen because they are there and very tempting. That is the reason I keep a magnifying glass with me at all times. Some of the print on packages is so small it is almost impossible to read. Time for the manufacturers to wake up and see the light!!

[elgraz]

Those Germans have the right idea. Respect and care for your elders.
The USA has much to learn. It's too busy worrying about Iraq and other stupid issues. You did it you bozo Bush. I wish that we could kick your Texan arse out right now..........you liar you and your staff.

[elgraz]

Deutchland, deutchland uber alles !!!!!!!!!

[elgraz]

Good show Kaiser!!!!!!!!!!!!!!

[michellem99-2009]

I was taught when I was young this*Charity begains here at home first before our charity goes abroad*.
While the Germans make senior user friendly supermarkets,for their older folk to live.
The young men and ladies will grow old. Or become disabled. It happens. Some are born disabled. Here in America.
I am 52, multi handicapped and legally blind. I have use magnifiers 3 and 4 power to read print. Wear a pack to carry food home. At store if a cart for our shopping is not there or a person takes it.

[canaima]

How absolutely refreshing to find an industry & a country that's not completely focused & wrapped up in nothing but younger demographics. And look what's it's done to their bottom line! Up 30%!

Certainly a lesson to be learned for American marketers who seem to be conscious of nothing else but younger markets.

[iceman_1960]

"A third of all Germans will be over 50 by the end of the decade. This isn't a noble experiment in social welfare; it's a business calculation."

It all Depends.