Click here to read the mini-case for chapter 1. You will need this information to answer the question. As noted in the case, younger shoppers also liked the store. How would you explain this? O A. Many younger people also have difficulty stretching and bending. O B. Younger people like newer stores. O C. Many of the features would be a benefit to any shopper not just seniors. O D. Prices were probably cheaper. O E. Everyone who shops for food has the same needs Click to select your answer SHOPPING FOR SENIORS When Bernie Klein went on a visit to see some aging relatives in Germany, he couldn't resist going into the local supermarket to see how it compared to the large chain he worked with in Canada. After going on a couple of shopping expeditions with his great aunt and uncle, both in their seventies, he was stunned at how much their experience had been improved by many little things in the store. It turned out the store was a pilot project for a new concept to make shopping easier for older shoppers, who often face difficulties with vision, bending and stretching, and various other ailments of age. Part of the Kaiser chain, the store featured shelves that did not present merchandise too high or too low for elderly customers to reach. Shopping carts were lighter and easier to move, and featured magnifying glasses to read package information. Lighting was brighter, aisles were wider, and the whole experience was much more pleasant for the senior shoppers. In a discussion with the store manager, Bernie was surprised to learn that sales had increased well above forecast, and over 60 percent of the customers were aged over 50. He quickly saw why his relatives had switched to this store. The manager added that many younger shoppers also liked many of the features. When Bernie returned to work as a category manager with a large Canadian supermarket chain, he was struck at how much senior shoppers really did struggle to reach items, read labels, and move those unwieldy shopping carts. He wondered about a store like the Kaiser one, built especially for the needs of seniors; however, there was little enthusiasm for the idea, with one colleague noting that seniors bought only for one or two people, not whole families, and were thus less desirable as customers. Still, Bernie wondered if the concept would not work well in areas with unusually high populations of seniors. After checking the Statistics Canada website, he discovered there would be around 5 million Canadians over 65 in 2011. Sources: "New Store Considered for Senior Shoppers." RetailWire Digest. Fall 2008, accessed vire.com (free membership available): Statistics Canada, Projected a-eng.htm