Age Friendly Business Recognition Programme

Description

The Age Friendly Programme is a strategic initiative by Tirlán to enhance the retail experience for older adults across its CountryLife and FarmLife store network. It reflects Tirlán’s commitment to inclusivity, community wellbeing, and customer-centricity.

Launched in partnership with Age Friendly Ireland in May 2024, the programme aims to make Tirlán’s retail branches more accessible and welcoming to customers aged 60 and above. The initiative aligns with Tirlán’s broader customer centric strategy.

Key Components of the programme
Age Friendly Champions: Each branch appointed a trained champion to lead local implementation. Over 40 champions were trained through workshops.
Branch Audits and Surveys: Champions conducted walkability audits and customer surveys to identify improvement areas.
Practical Enhancements: Stores implemented low-cost changes such as providing reading glasses at counters, designated seating, improved signage, and age-friendly parking with our Tirlán FarmLife Store in Inch putting in a new ramp to make it easier to access the store because feedback from farmers and customers was that the old ramp was too short and very steep. The new ramp improves the access for everyone not just the older customer.
Certification and Recognition
Branches that completed at least three initiatives received formal certification from Age Friendly Ireland. Currently 10 stores certified.

Outcomes
Improved customer experience for older adults
Increased staff engagement and awareness
Strengthened community trust and brand reputation

This programme positions Tirlán as a leader in inclusive retail and supports its vision of being a “Co-op of the Future.”

While three initiatives are completed in many stores we view the programme as ongoing as we try to improve customer experience for the older customer everyday. Improving customer experience for the older customer is improving the customer experience for everyone!

Aim of Initiative

The programme aims to:

1. Enhancing the Customer Experience for Older Adults
The core goal is to ensure that older customers—who represent a growing and loyal demographic—feel welcomed, supported, and valued when visiting Tirlán stores. This includes addressing their specific needs to improve accessibility, comfort, and overall satisfaction.

2. Achieving Age Friendly Certification
Tirlán has embarked on a formal certification journey with Age Friendly Ireland. This involves implementing practical, low-cost improvements in stores and training staff to better understand and cater to the needs of older people. Certification is being rolled out across all 52 branches.

3. Empowering Staff through Training
Over 40 in-store “Age Friendly Champions” have been trained through workshops facilitated by Age Friendly Ireland. These champions lead local efforts to implement age-friendly practices and serve as points of contact for older customers.

4. Embedding Inclusivity into Company Culture
The initiative is not just operational—it’s cultural. It aligns with Tirlán’s sustainability and social responsibility ethos, as outlined in its “Living Proof” programme, which aims to enrich communities and support future generations.

5. Driving Broader Engagement
The programme also includes community-focused events such as flower planting and wreath-making, which foster social interaction and strengthen ties between stores and their local communities.

Who is it aimed at

The Age Friendly Certification Programme in Tirlán is targeted at individuals aged 60 and over—referred to as “older persons”—who represent a significant and growing segment of both the farming community and retail customer base. This demographic is particularly relevant given that:

Over 80% of farmers surveyed in Tirlán’s recent branch research were aged 45+, with a strong representation in the 60+ category.
CountryLife and FarmLife stores attract a high volume of older customers who value accessibility, familiarity, and a welcoming environment.

Tirlán’s Age Friendly initiative includes several practical and meaningful adaptations across its CountryLife and FarmLife stores:-

Age Friendly Champions: Over 40 staff members have been trained to assist older customers, ensuring a positive in-store experience.
Accessibility Enhancements: Initiatives include designated parking, seating, reading glasses on request, and improved signage readability.
Customer-Centric Design: The programme is part of a broader customer experience strategy that values inclusivity and community wellbeing.
This initiative is not just a certification—it’s a reflection of Tirlán’s commitment to creating a welcoming, accessible, and respectful environment for older adults, whether they are long-standing farmer members or garden centre visitors who come for a browse at our garden centres located in our Tirlán CountryLife stores or come to pick up some items such as firelighters, tea bags, washing products at their ease and convenience.

3 Steps critical to success

1. 1. Appointment and Training of Age Friendly Champions
   Each Tirlán CountryLife and FarmLife store appointed an Age Friendly Champion responsible for supporting older customers and leading local implementation. Over 40 champions were trained to date through in-person and online workshops facilitated by Age Friendly Ireland. These sessions helped staff create an awareness and understand the needs of older adults and how to create a more inclusive environment
2. 2. Implementation of Practical, Low-Cost Initiatives
   Stores were required to implement at least three age-friendly improvements to qualify for certification. Common initiatives included:

   Reading glasses at counters
   Designated seating with armrests
   Clearly marked age-friendly parking spaces.
   Some branches went further, adding ramps, improved signage, or new trolleys for better mobility support.

3. 3. Customer-Centric Certification Process
   Tirlán partnered with Age Friendly Ireland to roll out the certification across all 52 branches. This involved customer surveys, walkability audits, and ongoing collaboration with local councils and community groups. The initiative was embedded into Tirlán’s broader customer engagement strategy, reinforcing its commitment to inclusivity and community wellbeing.

3 Challenges in Planning / Delivery

1. Operational Consistency Across 52 Branches
   Rolling out the programme across Tirlán’s extensive retail network presented logistical challenges. Each branch had to appoint and train an Age Friendly Champion, conduct walkability audits, and implement at least three initiatives to qualify for certification.
   Coordinating this effort across diverse locations with varying layouts and customer profiles required significant planning and follow-up. As a result the aim is to have all 15 CountryLife stores fully certified by end 2025 in addition to 5 FarmLife stores.
2. Staff Availability and Training Participation
   Ensuring all designated staff could attend training sessions proved difficult. Some missed sessions due to scheduling conflicts, and the training was not recorded for later access. This created gaps in readiness and required additional communication and support to bring everyone up to speed. Online training also required access to computer with a camera -this was overcome by ordering cameras and attaching these to computers for the purpose of the training.
3. Balancing Certification Requirements with Store Realities
   While the certification process required only three initiatives per store, some branches faced challenges implementing even these due to physical constraints or resource limitations. For example, adding age-friendly parking or seating wasn’t always feasible immediately.

3 Outcomes / Benefits

1. Enhanced Customer Experience for Older Adults
   The training empowered staff to implement practical, low-cost improvements that directly addressed the needs of older customers. These included providing reading glasses at counters, designated seating with armrests, and age-friendly parking spaces. These changes created a more welcoming and accessible environment, reinforcing Tirlán’s commitment to inclusivity and community wellbeing.
2. Widespread Staff Engagement and Certification Progress
   Over 40 in-store staff members were trained to date as Age Friendly Champions, with many stores completing the Age Friendly Business Recognition Programme. This training not only raised awareness but also built internal momentum, with champions leading local audits and action plans. The initiative is on track for all Country Life stores (15 stores) to be certified by year-end. Stores already certified are located as follows: Monasterevin Co Kildare, Ashford Co Wicklow, Fethard Co Tipperary, Castlecomer Co Kilkenny, Raheen Co Laois, Athboy Co Meath and Inch, Bunclody & New Ross Co Wexford.
3. Stronger Brand Reputation and Community Trust
   The initiative also fostered deeper community ties through events like flower planting and wreath-making, further embedding Tirlán’s role as a socially responsible, customer-focused co-operative.