Social distancing measures creating accessibility problems, retailers warned

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Retailers have been warned that many customers are unable to navigate distancing measures due to disability and inconsiderate design.

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User experience and digital agency, Sigma, is calling for greater consideration of accessibility issues in the design or in-store distancing and safety measures.

Hilary Stephenson, managing director at Sigma, said: “Retailers have done brilliant work in recent years to welcome those of all abilities in-store, however, these efforts face being voided as temporary distancing measures are put in place. For example, colour-coded floor markers and new guidelines stuck in windows cannot be seen by those with sight impairments, and guide dogs do not understand distancing measures.

“Following government advice, the responsibility is now on all businesses, whatever their size or sector, to ensure their services are accessible – as nearly one in five people in the UK has a disability or impairment. Things have been tough for everyone during the past few months, however, we shouldn’t abandon accessibility for all in the race to reopen. Better accessibility should not be an option, or consideration in hindsight, it should be a central customer experience consideration from the start.”

Research by disability charity, Purple, revealed that 75% of disabled people have had to leave a physical store because they were unable to finish a purchase due to their disability.

Some of the most common examples of hard to navigate social distancing measures include: traffic light-based systems, floor markers, cash only or contactless only payment, and websites and booking pages.

Stephenson added: “Disabled shoppers may need manual support adhering to distancing measures, as government guidelines are geared towards sighted and able-bodied people…. Ultimately those that make greater considerations for disabled people will benefit commercially as more customers are able to purchase their products and services. The ‘purple pound’ is estimated to be worth £249bn per year, however, less than one in ten businesses have plans in place to cater for those with disabilities.”