Accessible Retail Shopping

In America, businesses are required to accommodate people with disabilities. Over three decades ago, the ADA (Americans with Disabilities Act) established equal opportunity as a priority, for people in government, for public transportation, public spaces, public and private entities of all kinds. When it comes to retail businesses, accessibility is not just a matter of compliance. By implementing strategies focused on equal opportunity, accessibility and accommodation, retail businesses demonstrate that they care about every individual who walks through their door. Being accessible means demonstrating social responsibility. And this can unlock the potential for a broader customer base.

As businesses continue to evolve, the importance of inclusivity and accessibility is becoming increasingly clear. This is particularly true for the Deaf community, which faces unique challenges at work and in their daily lives. For example, imagine being the only person in the department store that is unaware the store closes in 5 minutes. How embarrassing to be escorted out of the store after the doors were locked. That could happen when the only store notification is the one announced over an intercom system, inaccessible to Deaf or hard-of-hearing individuals. On the other hand, imagine being in a crowded shoe store and having questions about a particular product option, then finding a tablet available at the register for two people to use to communicate. As a Deaf or hard-of-hearing customer, your trust has been earned at this retail store. You will become a repeat customer, and you’ll likely tell others about this positive experience.

Accessibility is such a crucial component of business success. Companies that prioritize inclusivity for Deaf individuals benefit in a number of ways. The Deaf community represents a significant consumer group. By ensuring accessibility, retail businesses can attract and retain these customers, leading to increased sales and market expansion. In addition, businesses that are known for being accessible often enjoy positive public recognition, which can help to differentiate them from competitors. From a business owner’s perspective with a focus on accessibility and inclusivity, this type of workplace attracts diverse talent and fosters a culture of innovation and collaboration. Deaf employees bring unique perspectives that can enhance problem-solving and workplace productivity, all with goal of serving a growing satisfied customer base.

Making Retail Businesses Deaf Accessible

For many Deaf individuals, simple activities like dining out or shopping can present significant communication challenges. Retail businesses often rely heavily on spoken communication to offer shopping suggestions, explain special sales, or provide customer service. This can create barriers for Deaf individuals who prefer visual or text-based communication. By implementing accessible solutions, businesses can remove these barriers and foster a more inclusive atmosphere.

Evaluate your retail business for Deaf accessibility by asking some key questions:

• Is your staff trained in basic sign language and Deaf communication etiquette?
• Do you have ASL interpreters available if needed?
• Do you use videos at your business, and are they captioned?
• Is there adequate signage describing rooms and directions to different rooms?
• Are audio systems accompanied by visual explanations?
• Are all alarm systems equipped with flashing lights?
• Is the lighting appropriate for sign language to be clearly understood, where the room is well lit and bright backgrounds are avoided where people are speaking?

An accessibility audit on a regular basis will shine light on improvements needed and can also help track progress toward a more inclusive experience. Retail environments attract people of all different backgrounds and abilities. Having a strategy for improving access can go a long way toward helping you reach your accessibility goals.

Key Accessibility Strategies for Retailers

Here are some key strategies for retailers looking to make their stores more accessible:

1. Sign Language Interpreters
   Offering on-demand sign language interpreters for important interactions, such as customer service encounters or consultations, helps ensure clear communication for Deaf customers.

2. Video Remote Interpreting (VRI)
   VRI allows Deaf individuals to access real-time sign language interpretation via video calls, which can be especially beneficial when in-person interpreters are not available.
3. Visual Communication and Signage
   Providing clear, easy-to-read signage and visual alerts, such as flashing lights for announcements or queue notifications, ensures Deaf customers are fully informed of any important updates or changes.
4. Text-Based Communication
   Offering alternatives like live chat, email, or text messaging makes it easier for Deaf individuals to engage with businesses. This is especially important for customer support and inquiries.
5. Captioning and Subtitles
   Whether for online content, advertisements, or video promotions, captioning and subtitles ensure that Deaf individuals can access essential information across digital platforms.
   

By integrating these solutions into retail operations, businesses can not only improve the shopping experience for Deaf individuals but also attract a new customer base, increasing loyalty and revenue.

Finally, one of the most important pieces of the retail puzzle is customer service, and this holds true for Deaf and hard-of-hearing customers as well. Providing accessible customer service is crucial for fostering long-term customer loyalty. According to a Microsoft report, 97% of customers say that accessibility to customer service is a critical factor in their decision to remain loyal to a brand. For retail businesses seeking to improve customer retention, making customer service accessible to Deaf individuals is a key consideration. Click to read more about Strategies for Accessible Customer Service.

Accessibility for retail businesses is not only about compliance with the law, it is about building an inclusive environment where all individuals, regardless of their hearing ability, can thrive. By making simple yet effective adjustments, retail businesses can foster stronger relationships with both Deaf customers and employees, leading to greater success and a positive reputation. Embracing accessibility is a win-win for everyone, creating a more diverse and inclusive society where all can participate and contribute.