Store Decor: Senior Management

Strategies for catering to your important aging customer base

By Erinn Morgan

Are you senior friendly? If your dispensary lacks the comforts and conveniences that appeal to your older clientele, you may be missing the boat on servicing and selling to this fast-growing market.

“Upon entering an optical shop, seniors want to feel welcome and comfortable,” says Tracy Winig, interior designer at Eye Designs.

Topping the list of considerations are lighting, subtle music, senior-friendly signage, uncluttered paths throughout the dispensary, and comfortable seating options, Winig says.

Sound like a lot to tackle? Here's a quick rundown of tips for delivering a dispensary experience that attracts and appeals to your senior clientele.

SETTING THE MOOD

1. Seniors crave a retail environment that suits their needs, including the desire for an uncluttered space that soothes the soul.

“Remember that seniors come from a time prior to the onslaught of today's technology, so the look and feel of the space is still important and goes a long way in their perception of the office's value,” says Jamie Van Duinen, president of Illusion Optical Display.

What makes an appealing environment? According to Van Duinen, “Proper lighting, soothing music, a friendly staff, comfortable seating, and maybe even a free cup of coffee helps to create an inviting and pleasant atmosphere.”

Wheelchair-accessible reception desks are inviting—and ADA-compliant. Image courtesy of Eye Designs

MAKING IT MINIMAL

2. Putting a moratorium on clutter is another key strategy in creating a senior-friendly space. “De-junk everything and eliminate the clutter,” says Fashion Optical Display designer Dan Sloan, who also recommends using color-corrected fluorescent bulbs in the dispensary so the lighting is “not too cold or too warm.”

Adds Van Duinen, “If your aisles are too close or cluttered, it can create an anxiousness that may keep seniors from returning.”

BIGGER IS BETTER

3. Signage that is easy on seniors' eyes helps clients navigate the dispensary. “Keep the print large and legible with a high contrast to the background,” says Van Duinen.

Sloan specifies: “Try to use one-and-a-half-inch bold black lettering that's not too stylized, or scripty. If it gets too stylized you can lose your message to seniors.”

Experts also suggest that ECPs clearly define frame category sections (such as Men's, Women's, Unisex, and Sunwear).

FONT INFLATION

4. Bigger is also better for seniors when it comes to fonts used in the dispensing process.

“If you try to review a frame and lens package on your computer monitor with any visually-impaired patient, it is difficult for them when they can't read the screen,” says Barbara Wright, owner of Barbara Wright Design.

She recommends Lucida Grande for Macs and Veranda for Windows as good, readable fonts for online forms and publications.

Dispensing tables at 20/10 Vision Care, Altadena, Calif., have a 27" high knee space. Image courtesy of Barbara Wright Designs

SITTING PRETTY

5. Comfortable seating—and plenty of it—might be the most appealing feature you can offer your older customers. “There should also always be sufficient seating available and seating should be close in proximity to the entrance or reception desk,” says Eye Designs' Winig.

Provide access to comfortable armchairs that are easy to get into and out of and avoid chairs with castors. “Look for armchairs with a sled base because they are easier to slide on top of the carpet,” he notes. “Chairs with four legs have a tendency to get caught on the carpet.”

The worst type of seating option for seniors is a plush sofa. “They will avoid sofas like the plague because they have trouble getting up from low, cushy seating,” says Wright.

Finally, make a space in the waiting area for a wheelchair to park comfortably without blocking traffic, with a seat next to it for companions.

A SLIPPERY SLOPE

6. Cater to your senior clientele by eliminating tripping and slipping hazards. “Floors can be a trip hazard if no rubber transition strip has been installed between carpet and vinyl or ceramic tile,” says Wright.

In addition, Wright suggests installing a baseboard in a high-contrast color to the walls and floors so seniors with lowered visual acuity can detect where walls end and floors begin, especially in hallways. EB