One of seven NICRE projects
Lead author Dr Rob Angell, Associate Professor of Marketing Research at the University of Southampton, said: “We’re delighted that our research has fed into the ACS’ Everyone Welcome Guide and it’s excellent to see it published.
“While our study focused on the attitudes of older people towards shopping at rural stores, certain aspects of the store environment and experience that impacted if, and how, they shopped were also captured.
“Several challenges and opportunities emerged for retailers to improve the shopping experience of older customers and we hope that by being part of this new guide they will be considered.”
The research Impact of the pandemic on interactions between older shoppers & rural retailers is one of seven projects funded by NICRE and carried out by universities across England to further explore rural enterprise and expand its portfolio.