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.

[retmilspouse]

We in America can start by making packaging easier to get into. I am not a senior but I am having trouble lately getting into items that I bring home from shopping. It seems that supermarkets, pharmacies and big box stores are the worst. The other day I bought a razor for my husband and I finally had to get shears that I use to cut wire with to get the plastic packaging open. I thought to myself "How am I going to do this when I get older?"

[bbat71]

Booyaw
Can you be any more ignorant? Are you all out of vocabulary words, so you have to resort to the kind of foul, abusive language you use to post your opinions? Oh yeah, and as to your comments about elderly people, you should be horse-whipped for your lack of respect. Don't forget, if your lucky enough not to be dead by then, you'll be old one day too. Do you want to meet up with someone like yourself in a dark alley when you're 80? Get a life, loser!!!!!!!!!!!!

[michellem99-2009]

Amen to that. retmilsposus.I been talking about since they childproof every thing. I hate it.They used to be easier to open. I am 52.It is awful. Have to fight with it just open it.They sealed,packaged stuff cos they can't tamper with it on the sheves. Or open the package and lift it with out paying for the item.Robots do most of it. I am disabled. I went thru the change at 37.After that I can hardy open a jar/pop bottle. It is a battle the way stuff boxed,sealed.Have to use a flat blade hand tool to open flip tops.Won't get better,

[alphaa10-2009]

The American shopper is still presumed to fit into a female, 18-34 demographic. (All others need not apply.)

However, that once-upon-a-time image of America is being left behind, as the demographics of age change the whole country. This new marketing awareness becomes especially important as all of us move toward middle age.

A sure cure for American marketers' lingering indifference to seniors is for marketers, themselves, to become middle-aged or (gasp!) older, still.

Then they will understand the difficulty seniors have in reading signs, computer screens, and in pushing a grocery cart for themselves all the way to the checkout line.

In a larger sense, the persistent fault of private enterprise is simple greed-- the reluctance to understand changing context, and how people over 18-34 now matter more, not less.

Seniors who vote can take pride in changing public policy to become senior-friendly. Likewise, vocal seniors in the marketplace will make clear to marketers that advancing age does not mean frailty and decline.

[radiomatthew]

booyaw_77 sounds like they might be a nappy headed h0 with the way they talk...

Oops, better be careful. Forgot this was CBS...

In any case, this would be an awesome idea for Americam supermarkets to implement. Once again, European ingenuity at its best, making its way (hopefully!) to the States soon.

[annd2302]

Let me be one of the first to applaud Germany%u2019s civic groups for it caring, thoughtfulness and kind gesture to its senior citizens. America, in the past, was first at almost everything that was user friendly from the youngest infant to and thru its mighty respected senior class of American citizens.

I know for a fact I have said this quotation many many times before. %u201CLets take care of our senior citizenship and physically, mentally dependent in our own society BEFORE we take on the spoils of the entire world.%u201D

What really concerns me about the future and progressing to the age of Senior Citizenship is, I do not want to be taken care of or looked out after like a lot of my predecessors in America have been.

OK, America, you (and I) have a huge amount of catching-up to do. I love America and it does not matter what ethnic group a U.S. Citizen is in, he/she deserves and needs thost experiences our seniors have and quality and loving care util death do us part.

st

[rhs648]

Manufacturers and retailers choose packaging that makes it difficult for shoplifters to steal their products. The other day, I went into a pharmacy to purchase whitening strips for my teeth. I asked the pharmacist if they had a particular brand. She told me that they being kept in the backroom because they caught a shoplifter trying to steal them. Once again, the few make it difficult for the rest of us.

[rhs648]

Correction

Manufacturers and retailers choose packaging that makes it difficult for shoplifters to steal their products. The other day, I went into a pharmacy to purchase whitening strips for my teeth. I asked the pharmacist if they had a particular brand. She told me that they are being kept in the backroom because they caught a shoplifter trying to steal them. Once again, the few make it difficult for the rest of us.

[goldesprit]

This is appropriate. There is and will be a "grey" market.

However, respect for your elders, is important when deciding how much a particular company (or government) wants to..."profit".

Walk a mile in their shoes...for preperation.

You are them.

[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.

[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.

[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.

[elgraz]

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

[elgraz]

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

[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.

[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!!

[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.

[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.

[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.