Retail
Sight Loss Councils (SLCs) Make Retail Accessible campaign aims to make retail more accessible for blind and partially sighted (BPS) people using our own lived experience of sight loss. We want to remove barriers and create an environment where everyone, regardless of their sight, can navigate a store, access products, and complete a transaction independently.
Our campaign aims to make shopping a more inclusive experience for all.
70 per cent of disabled people will not return to a business after receiving a poor customer service.
(Source: Purple Tuesday campaign)
Sight Loss Council members in a supermarket store assessing the accessibility of packaging
Blind and partially sighted people highlighted some key issues they encounter in a retail environment, as part of our 2022 Listening Month Campaign to inform our work. This includes:
- lack of staff awareness
- poor design such as lighting, crowded spaces, and no natural walkways to access help
- varied experiences of online shopping with some apps and websites
- mixed experiences of access with a Guide Dog.
Paul, East Sussex Sight Loss Council member, shared about his own experiences:
“I just want to be treated equally by shop assistants when I go shopping. Cluttered shop floors mean I really struggle to navigate my way around.”
Nikki, South West London SLC member, added:
“Making shopping accessible for people with sight loss should be a priority because everybody has the right, not only to shop, but to shop independently.
“Shopping can be a huge sensory experience. You can’t experience how a cashmere jumper or Egyptian cotton feels, or what perfume smells like through the internet. Being able to experience this, or going to store to select a surprise gift independently, should be standard and not seen as privilege.
“These are just a couple of small example why I believe so passionately that accessible retail should be a priority for all retailers across the country and I am proud to be involved in our #MakeRetailAccessible campaign.”
What we’re doing to Make Retail Accessible
Our SLC volunteers are working with retailers to address the challenges faced by BPS shoppers – using our personal experience of sight loss. To do this, we help retailers improve their support and work with corporate partners to promote positive industry change.
Examples include creating and promoting resources with retailers on how best to support blind and partially sighted shoppers, running vision awareness sessions for senior retail managers and staff, trialling navigation apps in stores, and giving guidance on making packaging more accessible to their customers.
We also share self-help tips and strategies with blind and partially sighted people to help build confidence to become a more independent shopper.
We ran vision awareness sessions with retailers and arranged an accessible make up and skincare event for BPS customers
Helpful tools and guides
Sight Loss Councils have created a range of resources to provide support across the sector on how best to support blind and partially sighted customers.
Top tips for retail staff assisting blind and partially sighted customers in store
Top tips for supermarket staff assisting blind and partially sighted customers in store
Feedback from retailers
Jean-Paul Hewlett, Head of Reception and Guest Services, Battersea Power Station said:
“Working with London Sight Loss Councils has reinforced the importance of accessible retail environments and services.
“At Ethos Farm Ltd, we’ve built an ongoing relationship and collaboration between SLCs and our Guest Services teams. This has highlighted the critical need for inclusive services in retail. Through our work at Battersea Power Station, we’ve seen how accessible spaces empower blind and partially sighted people, and create a better experience for all customers. This fosters a truly inclusive and welcoming environment.”
Sight Loss Council trialling a navigation app in a supermarket store
Our vision for change in shopping
Anthony, Greater Manchester Sight Loss Council member, said
“Empowering blind and partially sighted people to shop with confidence is essential, not only for fostering independence and self-esteem but also for promoting inclusion within society. Shopping is not just about buying, it’s about participation in the community and feeling valued.
“Ensuring accessible environments and services allows people to engage in everyday activities, re-enforcing the notion that everyone deserves to navigate their world with dignity and autonomy.
“The more we do this work and raise awareness, the more these barriers will be removed. After all, everyone needs to shop!”
Mary, South West London SLC member, added:
“For me, shopping is a nightmare! Negotiating my way through aisles, clothing rails, or racks of produce to locate specific items is really challenging. I am unable to distinguish labels or price tags, or check I have the correct size or brand. Above all how do I catch the attention of a member of staff to ask questions?
“Sight Loss Councils ‘Make retail accessible’ project endeavours to raise awareness of blind and partially sighted peoples’ difficulties – whether it’s shopping for essentials or for pleasure.
“I value TPT’s work to amplify the voice of BPS customers and to be part of a wider group of people calling for improvements in this sector.”
Paul, East Sussex Sight Loss Council member, said:
“I just want to be treated equally by shop assistants when I go shopping. Cluttered shop floors mean I struggle to navigate my way around.”
Linn Davies, East Sussex Sight Loss Council member, said:
“Sometimes I just need to pop in to do a quick shop and stock up on essentials. Staff with a good understanding of my needs ensures my experience is as smooth as possible.”
Alison, East Sussex Sight Loss Council member, said:
“There is nothing worse than entering a shop and struggling to find an assistant. When I do, their reaction is sometimes that it’s an inconvenience having to leave their counter or position where they are working in order to assist me. As a result, I Ieave the shop feeling uncomfortable and with maybe only one item when I really wanted a few items.”
Elaine, East Sussex Sight Loss Council member, said:
“As a partially sighted person I just want good lighting and friendly help when I need assistance so I can shop without stress.”
Are you a retailer?
Only 10% of businesses have any strategy or plan to access this market. For those that do, and do it right, it becomes a competitive advantage (Source: Purple Tuesday website)
Would you like to learn more about how we can support your organisation to assist blind and partially sighted customers?
Are you a blind or partially sighted customer?
Tell us about your experience when shopping. We want to hear from you so that our work can support your needs.
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