Business Disability Forum (BDF) has published extensive new research today (29 June) which finds that disabled consumers in the UK experience limited choice and feelings of disempowerment when making purchases, resulting in over 43 per cent abandoning a shopping task without purchasing.
‘Retail: What disab
led consumers choose to buy and why’ looks at how people make decisions about where they shop and what they purchase. Supported by Microsoft, this is one of a series of in-depth research reports which examines buying experiences of the 1 in 5 people in the UK who have a disability. The series considers purchasing experiences across seven key sectors, including retail.
Business Disability Forum commissioned Open Inclusion to carry out the research. Research was gathered through an online survey and focus groups via Open Inclusion’s pan disability insight community.
Retail: Key findings
Disabled consumers who shopped in store or online were asked what influenced their choice of where to shop and why.
- 45 per cent said that choice of products when shopping in person was very or quite limited, 38 per cent said the same in relation to online shopping.
- 43 per cent left or abandoned an online or in-person shopping task early due to barriers.
- A lack of good customer support is a significant barrier to disabled consumers – 54 per cent mentioned this for shopping in-person and 40 per cent when shopping online.
- 47 per cent of respondents said that they struggled to find information related to accessible features of the product when shopping online.
- Inaccessible digital experiences were mentioned including confusing routes through the website or app (45 per cent) and accessibility issues with the website or app (42 per cent).
- For in person shopping, physical access issues were a key barrier. This included space to move around the shop (52 per cent), placement of items (47 per cent), and access to the shop itself (40 per cent).
“[It’s] not necessarily the money and physical facilities that make an experience – it is the people there and how they respond.” A disabled consumer
Urgent need for change
Diane Lightfoot, CEO, Business Disability Forum, said:
“Businesses cannot afford to overlook the needs and spending habits of disabled consumers. Yet, too often, disabled people face limited choice, increased costs, or even difficulty finding the goods and services they want and need.
“For disabled people, the need for better access to services and products has never been more urgent. Many disabled people face additional costs associated with having a disability. With living costs rising, it is more important than ever that disabled consumers have the information they need to make informed purchasing decisions and to get the best deals possible.
“Our research shows that there is plenty of good practice out there, but it can be patchy, and varies from sector to sector.”
Positive experience
In the research, disabled consumers also shared their experiences of when retailers had got it right.
“Shopping for clothes an assistant brought the items to me and was very knowledgeable. I was able to choose from a large selection.” A disabled consumer
“I was researching new sofas and as I am very likely to spill food/liquids I wanted fabric that would cope with this. Also, my disability makes getting up from a chair difficult…the salesman couldn’t have been more attentive and really listened to my concerns. He gave me all the information I needed.” A disabled consumer
Retail: Key recommendations
Based on findings, the research recommends that retailers:
- Provide detailed information about the accessibility and usability of a product or service.
- Train staff to provide accessible and informed customer support.
- Carry out barrier analysis of the whole shopping experience. Look at physical premises, as well any websites or apps.
- Offer multiple options for contacting customer support.
To view ‘Retail: What disabled consumers choose to buy and why’, along with the full series of consumer reports, please visit Business Disability Forum’s Knowledge Hub.
