Feel Easier for Seniors with Biophilia Design

A walk in the forest improves the mood. Researchers from University of South Carolina, Columbia's Externado University, and Peru’s Centrum-Catolica School point out that it also can help maintain the physical health of shoppers like senior citizens. The researchers then go on to apply the concept to the architecture of retail spaces. The researchers call this approach biophilia design.
     Plants in a forest generate phytoncides, which protect them from disease. When people breathe in phytoncides, the immune system is similarly activated. Also, streams, waterfalls and other running water in a forest produce an abundance of negative ions, and negative ions have beneficial effects on emotional and physical health. Negative ions clear the air of pollen, smoke, and dust by binding with them. Blood pressure, heart rate, and muscle tension ease, while the abilities to focus attention and solve challenging problems increase. Although few consumers these days spend the majority of their hours communing with nature, we all retain an inborn urge to take a walk in the forest or spend time in such natural settings.
     Incorporating decorative fountains and manicured gardens with non-allergenic plants into the design of retail shopping areas improves the attractiveness plus increases interest in purchasing. The shapes of nature—curves interspersed with sharp angles—facilitate the effects. All the advantages are particularly influential with the senior citizen shopper, who yearns for the peacefulness of nature and can benefit from the health enhancement. Senior communities, assisted living facilities, and memory care units often have what are called “healing gardens.”
     You might very well choose not to sacrifice shelving and rack space to install a healing garden. But you can work with your neighborhood retailers to introduce more nature into the area. Dwell time is enhanced by creating plazas where people can gather and decorative streets where they can stroll. 
     You also could incorporate live plants into your store interior. Researchers at Vrije Universiteit Brussel and University of Leuven explored the effects on shoppers of adding vegetation. The strongest difference was in areas that were somewhat crowded with merchandise, had high traffic, or were visually busy. Here, the plants reduced stress. The sense of pleasure reported by the shoppers was more calmness than excitement. This is of special value when serving senior citizen customers. Natural elements improve the mood of the retail employees, too, reinforcing the patience and attention useful in selling to a senior citizen clientele.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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