A helpful smile in every aisle

Alzheimer's Sainsburys shopping supermarket As Britain’s population ages, making retail premises accessible and welcoming to people with dementia will reap benefits, both monetary and social. By Molly Goring

In Gosforth, Newcastle-upon-Tyne, shoppers with disabilities can enjoy a new retail experience: a two-hour “slow shopping” session with trained staff on hand, extra seating and help points – as well as fruit and cake samples. “We invest a lot of time in training colleagues to help customers with disabilities,” says Scott McMahon, deputy manager of Sainsbury’s in Gosforth.

A report published this summer by the Alzheimer’s Society aims to encourage more retailers to follow Sainsbury’s lead and improve the shopping experience for people with dementia. The report recommends implementing physical changes such as improving signage and providing quiet zones, modifying a store’s layout and creating larger parking spaces. Taking these steps while a facility is being refurbished or refitted will make stores more accessible for people with dementia and their carers. This, alongside investment in staff training, will allow people living with dementia to take part in their communities for as long as possible.

Contributors to the report include group chair Sainsbury’s, ASDA, Marks & Spencer, Morrisons, Lloyds Banking Group, Boots, East of England Co-operative and the British Council of Shopping Centres. The group is part of the Prime Minister’s challenge on dementia, which was established by former PM David Cameron in 2012.

But why does making retail more friendly to people with dementia matter to the sector? The statistics are hard to ignore. The number of people living with dementia in the UK has already reached 850,000, with some two-thirds of those living in the community. Research carried out by the charity found that 80% of those with the condition listed shopping as their favourite activity, but of these, 63% felt stores were not doing enough to help people with dementia.

Sadly, a quarter of those with dementia have given up shopping since being diagnosed. Difficulties include losing their way around stores, picking up the wrong items, problems at the checkout and worries about staff and other shoppers’ reactions.

With the number of people living with dementia expected to reach 1m in under 10 years and 2m by 2051, these are problems that retailers, shopping centres and high streets need to take seriously if they are to behave in a socially responsible way – and protect their bottom line (see box, left).

“Every retailer wants to provide great customer service to all their customers,” says Tim Fallowfield, Sainsbury’s company secretary. “If every retailer makes just one change, collectively that will make an enormous difference to people living with dementia.”

The business benefits of offering a dementia-friendly retail experience

Becoming a dementia-friendly retailer has benefits beyond social responsibility. For large retail parks and shopping centres through to local corner shops, there is a clear economic case for supporting people with dementia, according to the Alzheimer’s Society’s report. This does not mean prioritising dementia over other conditions or disabilities, but rather that when a business gets it right for people with dementia, it gets it right for everyone, the report claims.

The report notes the following business benefits:

Competitive advantage – 83% of people with memory problems have switched their shopping habits to more accessible places (Alzheimer’s Society, 2013). Becoming dementia-friendly will enable businesses to retain existing customers and attract new ones.
Increased revenue – there are 850,000 people with dementia in the UK. Dementia-friendly retailers will retain and build on existing custom, from people living with the condition, their carers, family and friends.
Improved customer service – increased knowledge and awareness of dementia will make staff more confident when dealing with customers.
Enhanced brand reputation – becoming dementia-friendly will help businesses demonstrate that they are socially responsible and that they value their customers.
Future-proofing – it is estimated that by 2021 there will be more than 1m people with dementia in the UK. By making changes now, businesses will be able to cope with a growing need from customers and staff.
Complying with the law – under the Equality Act 2010, retailers have a legal obligation to ensure that consumers are adequately protected and that access to services is as inclusive as possible. This includes making “reasonable adjustments” for customers with disabilities.