Case Studies - Tesco

The UK’s leading supermarket chain has always paid careful attention to making shopping in its stores an easy and pleasant experience for all its customers, Millennium was asked to convey to the Tesco teams and agencies the importance of meeting the requirements of customers as they get older, particularly emphasising the problems of failing eyesight and mobility and the challenges that these create.

Millennium hosted a workshop for Tesco to emphasise the importance of the rapidly increasing mature market, underlining the problems associated with ageing, using a ‘live interview’ role play scenario with comedy actress and playwright, Janet Rawson, and a series of entertaining and educational ‘vox pop’ interviews. Delegates then experienced the problems of ageing by wearing special spectacles that reproduced the effects of visual impairment, putting on latex gloves to simulate arthritis and using earplugs to impair hearing. Interactivity continued with the use of a ‘third age suit’, which mimics the effects of old age.

The successful workshop actively demonstrated the importance of planning customer experiences with the elderly in mind and has now been made available to all businesses, as a Mature Encounter experiential seminar.