No Rush, Just Care: How Ito-Yokado Is Making Everyday Errands Accessible for All

Going shopping—something many of us take for granted—can become challenging with age, physical limitations, or other personal circumstances. "Slow Shopping" is an initiative designed to help people rediscover the everyday joy of shopping in a safe and relaxed environment.

At Ito-Yokado, the Otanoshimi Slow Shopping event is aimed at making shopping more accessible and enjoyable for all members of the community. The program originally began at Katsuradai store in Yokohama in 2024. At the Kokuryo location, the first event was held in May 2025 in partnership with the Komae-City Council of Social Welfare (CSW) and local volunteers. A second event followed in June, with monthly sessions planned (excluding the summer months) through March 2026.

At the Kokuryo event, four women in their 80s and 90s participated. This initiative targets individuals with shopping difficulties, including those with mobility challenges, mild dementia, or limited family support.

On the day of the event, the CSW provided transportation, and each participant received one-on-one support from a volunteer while shopping. Some, aided by a cane or rollator, moved comfortably through the spacious store, selecting food, daily necessities, and clothing at their own pace.

Grocery shopping often feels like a race against time, but this event eliminated the rush—that's the essence of 'slow' shopping. Participants freely shopped at their own pace, pausing to explore items that caught their eye and chatting with volunteers who offered detailed product explanations. Store staff were also on hand to assist with locating specific items. Thanks to the store's wide aisles and elevator access, everyone navigated safely and comfortably.

After shopping, some participants relaxed in the food court, enjoying cold drinks and friendly conversations about great-grandchildren, local events, and daily life. Volunteers supported them through checkout and bagging, and after nearly two hours of unhurried shopping, the participants were warmly seen off by CSW staff, volunteers, and store employees—all with smiles.

"It was a bit tiring to walk through such a large store," one participant shared, "but the staff helped me along the way, and I was able to finish shopping. It was a great experience. I even asked when the next event is. I definitely want to join again!"

Another participant, who usually shops with her son, said she enjoyed being accompanied by a female volunteer. "There are things you can only talk about with another woman, right? I had so much fun picking out clothes and I found a great deal on something I really liked!"

Some of them mentioned they had few local connections. One woman, who had moved to the area three years ago and wasn't yet familiar with the stores. "Not only the guidance but also they helped me choose and reminded me not to forget anything," with gratitude she said. "I was able to buy everything I needed—food, clothes, and more," she added.

Ito-Yokado aims to make shopping naturally accessible for all customers, including seniors. That's why both the CSW team and Sasame, the general manager of the Kokuryo store, share the belief that participants should not be treated as "special cases."

Easy for everyone to use, Ito-Yokado Kokuryo is working to create a welcoming environment by placing products at eye level, keeping aisles wide and clear, and designing a store layout.

"We don't treat 'Slow Shopping' customers differently—we aim to be consistently sincere with all shoppers," says General Manager Sasame.
"That same care applies to our staff, too. We're always working to create a store that's comfortable not just for customers, but also for those who work here. That's what sustainability means to us."

She frequently walks the floor herself, speaking with customers and staff. At the event, she was often seen chatting warmly with participants and actively supporting the team.

"Choosing what you want. Walking on your own." Even when these everyday actions become more difficult, Slow Shopping makes it possible to enjoy a personalized shopping experience—with a little help.

Inoue of Sustainability Development Department, Ito-Yokado says the company plans to continue the initiative into fiscal year 2026. Based on feedback from participants and volunteers, they aim to make future sessions even more enjoyable and comfortable. In Komae City, nine sessions are scheduled through the end of FY2025 (two already held), with plans to rotate locations to serve more neighborhoods.

"If we can help older members of the community regain energy and confidence through this program, that's the greatest reward," says Inoue."Shopping is a vital part of daily life. We want to ensure people can enjoy it for as long as possible and support healthy aging in the process."

Volunteers and store staff helped in many ways: escorting participants to product areas, reading small print on labels aloud, retrieving dropped canes, or suggesting suitable items. These actions were not taken because the customers were elderly; they were simply genuine responses to someone in the moment who needed a hand.

Ito-Yokado remains committed to creating stores that bring joy to everyone in the community.