Case 2: Stores That Accommodate Those with Physical Limitations* *Based on material from Bob Ingram, "All Access: Stores That Accommodate Those with Physical Limitations,\" Progressive Grocer, April 2015, pp. 144141 Reprinted by permission. Fifty million people, age 65 and older, represent oneseventh of the US. population, according to the U5. Department of Health and Human ServicesAdministration for Community Living. \"We account for all of the requested shoppers when designing a new space, which can vary depending on the retailer, location, and demographics," states Christopher Studach, creative director at King Retail Solutions. "In the case of seniors, there are several elements that we consider when designing. lDine key area is good lighting that improves product visibility and readability. Seniors can also have a difcult time with contrast, so large swings from light to dark areas within the store can cause frustration and Iisks for senior shoppers." According to Studach, King Retail Solutions also focuses on the size, location, and makeup of categories that are of special interest to seniors, particularly lifestyle and healthrelated categories, with the goal of providing an easy way to locate hardto nd items. \"For example,\" he notes, \"how many times have you searched with frustration for that one small package of vitamin K that is thoughtfully buried among hundreds of similar small packages?\" A current trend among retailers, he adds, is to use every inch of space for merchandising, but for areas in which seniors have particular interest, it's important to consider product height and not force seniors to stoop or bend down to merchandise placed too low, and also to try to place heavier products at a height that makesthem easier to load into a cart. "Designer trends tend to lean toward ghostly pale text in graphics and signs, sometimes with barely legible font sizes. When considering a senior shopper, we need to back off from that trend and have a better font size and contrast. The goal should be to convey a genuine sense of compassion through functionality as well as aesthetics,\" says Studach. David Yehuda, president of DY Design Inc., stresses that efcient store design benets all customers, regardless of age or disability, and makes their shopping experience more pleasant and comfortable. "Layouts and trafc flow are designed for the ease of all customers, as well as the efciency oftne store and its products,\" he says. "Placing enough room between the checkouts, utilizing signage with letters large enough to be seen and read by all, and applying lighting that illuminates signage, in addition to giving the products a punch of color and vibrancy, are all important.\" Yehuda believes that applying universal design principles benets the senior population as well as people in other life stages and age groups. "Specifying slip-resistant flooring is another smart consideration for the young to the old,\" he notes, \"with toddlers running around and seniors often walking with canes or using walkers or wheelchairs.\" l[Snood design choices are recommended by the designer and need to be approved by the store owner, 'r'ehuda points out. Regulations, codes, and laws at the local, state, and federal levels exist and inuence these decisions, ensuring, for example, that wheelchair users have enough space to navigate through doors comfortably and safely. "Entryways are of huge importance," he stresses. \"If an entryway does have stairs, a ramp must be installed. Also required are handicapped toilets, which must be clearly marked and come equipped with handrails, an important safety measure.\" Improved technology in the future will afford seniorsand all shoppersquicker and easier access to check prices and check out their food items, he says, and store designers will use their creativity to develop innovative graphics and store decor from natural and sustainable building materials