Accessibility Shopping Matters
What is Accessible Shopping?
Accessible shopping refers to the concept of creating an inclusive shopping experience for people with disabilities. It involves designing shopping environments, products, and services that are accessible and user-friendly for people with various types of disabilities, including physical, sensory, and cognitive impairments. The need for accessible shopping arises from the fact that people with disabilities face numerous barriers when shopping, such as inaccessible store layouts, narrow aisles, high shelves, insufficient signage, and untrained staff. These barriers can prevent people with disabilities from enjoying the same shopping experience as their non-disabled peers, leading to social isolation and exclusion. The goal of accessible shopping is to remove these barriers and create an inclusive shopping experience for all. This includes providing alternative formats of communication and information, such as braille, large print, and audio descriptions, as well as offering assistive technologies and devices to aid in navigation and communication.
Why Accessible Shopping?
Accessible shopping is imperative. Here are some reasons why accessible shopping is important:
Inclusion: Accessible shopping ensures that people with disabilities are included in society, and have the same opportunities as others to participate in daily activities.
Independence: Accessible shopping empowers people with disabilities to be more independent, as they can shop for themselves without having to rely on others for assistance.
Dignity: Accessible shopping ensures that people with disabilities are treated with dignity and respect, rather than being excluded or marginalized from society.
Economic Benefits: Accessible shopping benefits the economy by creating more customers, increasing demand for accessible goods and services, and generating jobs in the accessibility industry.
Legal Requirements: In many countries, businesses are legally required to provide accessible goods and services to people with disabilities, which helps to ensure compliance with disability rights laws and avoid discrimination.
Accessible shopping is an important aspect of creating an inclusive and equitable society where everyone has equal opportunities to participate and enjoy life.
How we can make shopping more accessible?
Shopping can be more accessible through the following,
Physical accessibility: Ensure that the store is physically accessible by providing ramps, lifts, and wider aisles for wheelchair users. Also, ensure that the store’s entrance and exits are wheelchair-friendly.
Assistive technology: Provide assistive technologies such as Braille signs, audio descriptions, and other assistive devices to help people with visual or hearing impairments.
Staff training: Train store staff on disability etiquette, how to assist people with disabilities, and how to communicate effectively with them.
Accessible information: Provide accessible information such as product descriptions and prices in multiple formats such as large print, Braille, and audio formats.
Sensory-friendly environment: Ensure that the store environment is sensory-friendly for customers with sensory processing disorders by reducing the level of noise, music, and lighting.
Online shopping: Offer online shopping with accessible features, such as screen reader compatibility, captioned videos, and easy-to-navigate websites, for customers who may find it difficult to shop in-store.
Inclusive marketing: Use images and marketing materials that represent people with disabilities, to encourage inclusivity and accessibility.
By implementing these measures, businesses can make their stores and services more accessible and inclusive for people with disabilities, creating a more welcoming and diverse shopping experience for everyone.
What are the challenges and biases associated with accessible shopping?
People with disabilities face several challenges, visible and invisible biases accessing shopping, such as,
Physical barriers: Many shops and malls are not designed with accessibility in mind. This can make it difficult for people with physical disabilities to navigate the environment, including narrow aisles, stairs, and doors that are not wide enough to accommodate wheelchairs or mobility scooters.
Limited product availability: Some products may not be available in accessible formats, such as Braille, large print, or audio descriptions, which can make it difficult for people with visual impairments to find and purchase items.
Attitudinal barriers: People with disabilities may also face negative attitudes from staff or other customers, which can make them feel unwelcome or discouraged from accessing shopping. For example, they may be assumed to be unable to afford products or seen as a burden by staff.
Communication barriers: Some people with disabilities may have difficulty communicating with staff or accessing information about products, such as prices, due to language or communication barriers.
Transportation barriers: Access to transportation can also be a challenge for people with disabilities, especially those who require specialized equipment or vehicles to get around.
Financial barriers: People with disabilities may also face financial barriers, such as limited income or higher expenses due to the cost of assistive technology or healthcare needs. This can make it more difficult to afford items or participate in shopping activities.
Businesses and communities need to prioritize accessibility and inclusivity in their design and policies to ensure that people with disabilities can access shopping and other essential services without unnecessary barriers. Many brands and businesses have implemented accessible shopping practices to cater to customers with disabilities. Here are some examples:
Target: Target has been recognized for its accessible shopping practices, such as providing assistive technologies and devices, Braille signage, and wider aisles for wheelchair users.
Microsoft: Microsoft has implemented various accessibility features in their products such as screen readers, closed captions, and speech recognition technologies.
Nike: Nike has launched a range of inclusive shoes designed for people with disabilities, featuring a hands-free design, easy-to-use closures, and customizable fit.
Apple: Apple has implemented various accessibility features in their products such as VoiceOver, which helps visually impaired users navigate their devices and Siri, a voice-activated assistant that can be used by people with mobility impairments.
CVS: CVS Pharmacy has implemented several accessible features in its stores, including Braille signage, prescription readers, and medication reminder services.
These are just a few examples of brands that have implemented accessible shopping practices from a global context. Many other businesses have also taken steps to create an inclusive shopping experience for people with disabilities. Yes, several Indian brands have taken steps to create an accessible shopping experience for consumers with disabilities. Here are a few examples:
Titan Eye Plus: Titan Eye Plus, an eyewear retail chain in India, has launched an inclusive range of eyewear designed for people with visual impairments. The range includes glasses with magnifying lenses and adjustable nose pads for a customized fit.
Flipkart: Flipkart, a leading e-commerce platform in India, has implemented various accessibility features in its website and app, such as screen reader compatibility, keyboard navigation, and voice search.
The Bombay Store: The Bombay Store, a popular Indian lifestyle brand, has implemented various accessibility features in its stores, including Braille signage and tactile displays.
Cafe Coffee Day: Cafe Coffee Day, a popular coffee chain in India, has implemented various accessibility features in its stores, including wheelchair ramps and accessible washrooms.
These are just a few examples of Indian brands that have taken steps to create an accessible shopping experience for consumers with disabilities. Many other businesses in India are also working towards creating a more inclusive and accessible environment for their customers.
Where do you stand as a brand in creating and enriching accessible shopping experiences for your consumers?
Conclusion
To achieve accessible shopping, retailers and shopping centres must adopt a customer-focused approach that involves consulting with people with disabilities and incorporating their feedback into the design and implementation of shopping environments, products, and services. This can involve rethinking store layouts, product placement, and signage, as well as training staff to be disability-aware and provide effective customer service.
In summary, accessible shopping is about creating a shopping experience that is inclusive, welcoming, and accessible to all people, regardless of their abilities. By adopting an inclusive approach, retailers and shopping centres can not only meet their legal obligations but also attract a wider range of customers and improve the shopping experience for everyone.
References:
Maat, K., & Konings, R. (2018). Accessibility or Innovation? Store Shopping Trips versus Online Shopping. Transportation Research Record, 2672(50), 1–10. https://doi.org/10.1177/0361198118794044
Swaine, Bonnie; Labbé, Delphine; Poldma, Tiiu; Barile, Maria; Fichten, Catherine; Havel, Alice; Kehayia, Eva; Mazer, Barbara; McKinley, Patricia; Rochette, Annie (2014). Exploring the facilitators and barriers to shopping mall use by persons with disabilities and strategies for improvements: Perspectives from persons with disabilities, rehabilitation professionals and shopkeepers. ALTER – European Journal of Disability Research / Revue Européenne de Recherche sur le Handicap, 8(3), 217–229. doi 10.1016/j.alter.2014.04.003
https://www.rehacare.com/en/lifestyle/Customers-with-disabilities-diverse-accessible-concepts
https://www.limechat.ai/blog/accessibility-ecommerce-store-tips