The Alzheimer’s Association estimates that 7.2 million Americans aged 65 and older have Alzheimer’s disease, which is the most common form of dementia.This means it’s very likely that some of your customers have some degree of dementia, or are accompanied by a friend or family member suffering from this condition. I’ve noticed signs in several shop and restaurant windows recently indicating that they are dementia friendly, and wanted to learn more about what that involves. 

“Becoming a dementia-friendly retailer means providing the opportunities to support every person with dementia through greater awareness and understanding,” according to the UK Alzheimer’s Society. “We need to ensure that retailers train their employees to be aware of the impact of dementia, and consider environments and processes to tackle the challenges customers and employees face.”

It’s always our goal to offer assistance when needed, but an interaction with a shopper with dementia may require a lot of patience. Questions may be repeated, even if they’ve already been answered, and instructions may need to be clearer and more specific than usual. Unlike shoppers with movement, vision and hearing issues, the reason for this need for accommodation may not be obvious – especially in the early stages of dementia.

One of the major challenges for shoppers with dementia can be paying for their purchases. Counting out money for a cash payment is its own challenge, but the complicated world of digital payment options can be particularly confusing. Allowing more time and giving assistance as needed can make customers feel more comfortable. 

There may be occasions in which a shopper with dementia takes something out of the store without paying for it. Recognizing the difference between intentional shoplifting and confusion due to dementia can help prevent a traumatic confrontation with a vulnerable individual. One option might be reaching out to the family of the shopper to report the problem and request payment. It’s also appropriate to suggest that someone accompany the customer next time.

Those with dementia, as well as spectrum disorders, may find the physical environment of a store too overwhelming. Avoid excessive lighting, and make sure your signage is easy to read and understand. Having staff wear name tags makes it clear who to turn to for assistance. 

Shopping is an important opportunity for social interaction, and also allows those with dementia to maintain a degree of independence. While customers with Alzheimer’s and similar disorders present special challenges to us as retailers, being dementia-friendly is an opportunity to demonstrate our desire to include all members of our community in our customer base. Dementia Friends USA has a short video with some additional ideas, and you can of course find more online.

Happy Retailing,
Carol “Orange” Schroeder

Note: the Specialty Shop Retailing blog will be on hiatus until September 1