Inclusion and diversity (I&D) is becoming increasingly important for retailers and manufacturers as they look internally, at the working environment, and externally, at the shopping environment.

Our latest ShopperVista research explores the barriers faced by shoppers in one diversity facet and, importantly, offers solutions that are fit for now and for the future.

I&D is rooted in the foundations of the nine protected characteristics as set out by the Equality Act 2010. With both breadth and depth within each of the characteristics, for this report, we spoke to shoppers who are blind or partially blind and deaf or partially deaf.

Throughout our latest report, we highlight the many benefits of being more inclusive.

However, there is work to do to create an inclusive shopping experience as many shoppers continue to face barriers along the path to purchase:

What can retailers and manufacturers do to be more inclusive?

For retailers and manufacturers, the solutions to becoming more inclusive do not have to be complicated or expensive. Moreover, steps taken to be more inclusive will generate new revenue, attract new shoppers and increase loyalty. As inclusivity grows, we are seeing more innovative solutions from across the world.

Be My Eyes to provide product information

Unilever partnered with the accessibility app Be My Eyes, to expand the use of AI technology. Scanning the on-pack QR code directs shoppers to the app and connects them with either a volunteer to read and describe cooking instructions or a virtual AI-chat bot.

Slower checkout lanes to relieve pressure on shoppers

Jumbo introduced ‘Chatty Checkouts’ into its stores as part of its support for the Dutch government’s ‘One Against Loneliness’ campaign.

In these stores, shoppers can expect a less pressured checkout experience and an opportunity to chat with the cashier, while in several others ‘Chat Corners’ have been added to enable customers to sit and grab a coffee with others. 

Out-of-home voice-guided self-service kiosks can provide inspiration for retail

The kiosks, equipped with voice guidance software and touch pads, can be found at 15 McDonald’s stores. The kiosks assist visually impaired individuals and schools for the blind. Blind and partially sighted customers can use their earphones to hear instructions and menus, even in noisy environments.

We explore the benefits of each of these solutions and explore more in the full report.

The most important information to take away from our research is that the benefits of inclusion extend beyond the group they are specifically designed for. Research from the University of Reading found that adjustments made to improve the shopping experience for shoppers with sensory sensitivities were also favoured by all shoppers.

By implementing more inclusion at every stage of the path to purchase, retailers and manufacturers can expect to see beneficial results from loyalty to shopper satisfaction to employee retention.

ShopperVista subscribers can download the full report here.

IGD can help you on your inclusivity journey. Please find our glossary of helpful tools and accessibility guidelines below. If you have any questions, or if you want to join our Reverse Mentoring scheme, please contact [email protected]

Helpful links for becoming a more inclusive organisation:

• IGD’s Reverse Mentoring
• WCAG 2.2 (accessibility guidelines for websites)
• Colour contrast checker
• Sensory Street e-guide (best practice for sensory-inclusive supermarkets)
• Tips for supermarket staff when working with blind or partially-sighted shoppers
• 2010 Equality Act guidelines