An exploratory study of older customers ’ holistic supermarket shopping experience in China

This research investigated difficulties and challenges that older customers face in a supermarket environment in China, so as to understand the way in which the supermarket environment and service can improve older customers’ shopping experience. An ethnographic user study, which combines video-based direct observations, in-depth interviews and a cultural probe information gathering pack, has been employed to explore Chinese older customers’ supermarket shopping experience. 30 Chinese senior citizens above 65 years of age and able to undertake their own shopping at least once fortnightly participated this project. Research results show that a shopping experience design should not only concentrate on instore shopping, but on a holistic shopping experience that includes shopping preparation, journey to store, in store shopping, journey back to home and after shopping at home. This flow and journey needs to be understood and addressed when designing a supermarket service for older customers. The supermarket shopping related issues that older Chinese customers face have been summarised, reported and discussed in the paper.