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Slow lanes could boost supermarket experience, claims study

December 5, 2016

Supermarkets providing a 'slow lane' for the older and elderly shopper can offer the senior consumer segment a better customer experience.

It could also help ease loneliness for the shoppers, reveals a new study from the University of Hertfordshire in the U.K., as such slow lanes would boost the social aspect inherent in shopping. Senior shoppers, according to study lead Professor Wendy Wills, may experience intimidation at the check-out lanes as they know they're slower to check out and often feel rushed.

"People get so much more than just getting the food," when they shop, Wills told Quartz. "It is about interacting."