Older
consumers represent an increasingly significant customer segment for
city-centre retailers. However, many intraurban centres are struggling
to maintain an attractive shopping environment. This article focuses on
older consumers’ (Finns, aged 64+) perceptions of the city centre with
an emphasis on design and ambient elements in the external shopping
environment. Using the focus-group research method, the aim is to
identify what kind of elements these are and how they constitute an
attractive city-centre shopping environment for older consumers.
Findings from a qualitative content analysis show that an attractive
city-centre shopping environment provides convenience and safety when
moving around and running errands, functional and aesthetic lighting to
cope with shopping, proper furnishings regarding places to rest,
harmonious building architecture integrated with refreshing urban
nature, and the cleanliness of the streetscape. Findings indicate that a
city-centre shopping environment offers more to older consumers than a
context of satisfying consumption needs. City shopping gives a reason to
go outdoors and maintain social contacts. The study has implications
for creating an age-friendly city centre, the shopping environment which
supports older consumers’ active and independent lives.