Project

Age-Inclusive Retail

1 January 2025 - 1 September 2026

The number of shoppers in Europe has been declining for years, particularly in economically weaker regions. This trend is especially visible among older adults, who often avoid physical stores due to barriers such as limited mobility, hearing, vision, and digital skills.

Goal of this project

This research project focuses on improving the shopping experience for older adults by making in-store technologies such as interactive screens, social robots, and self-checkout systems more accessible. The goal is twofold:

Economic: To support retailers in leveraging the purchasing power of older adults, a rapidly growing, loyal customer group.
Social: To promote the inclusion and well-being of older adults by helping them overcome barriers and strengthen the social function of visiting stores.

Methodology

An interdisciplinary consortium consisting of two universities of applied sciences and three universities is investigating how emerging technologies can be adapted to the needs of older adults. The project combines expertise in the fields of retail, technology, and human-machine interaction:

Technology innovation: Researching how apps, digital screens, social robots, and self-checkout systems can be designed more inclusively.
European collaboration: The project involves regional shopping areas in various European countries to understand cultural and economic differences.
Practical application: By implementing co-design with older adults and retailers, the researchers ensure practical and scalable solutions.

Education

The project offers students from the Amsterdam University of Applied Sciences and Saxion the opportunity to conduct practice-oriented research. By collaborating with international universities, they learn not only about inclusive retail solutions but also about the implementation of technology in a European context. The results are shared through publications and incorporated into retail and marketing programs.

Team

Tibert Verhagen

Collaboration & Partners

Retail Innovation Platform (Amsterdam University of Applied Sciences, Saxion University of Applied Sciences): Practice-oriented retail solutions.
University of Bristol: Expertise in retail and marketing technology.
University of Calabria: Focus on human-computer interaction.
Aalto University: Research on co-design and inclusivity.

The project aligns with European and national policy initiatives such as the Knowledge and Innovation Agenda for Key Enabling Technologies 2024-2027 and the DIGITAL Europe Programme.