Retail workers face major barriers to meaningful inclusion training, says Business Disability Forum

The way we shop changed dramatically after Covid, with many more people going online than ever before. However, some consumers still want the experience of going into a physical store and retailers are responding accordingly.

But are they making it an inclusive and accessible experience for everyone? A poll* conducted by Opinium on behalf of Business Disability Forum (BDF), the leading business membership organisation in disability inclusion, in November 2025, indicated that over a third (37 per cent) of disabled people said their consumer experience would improve if staff had a greater understanding of disability and how it affects their needs as a customer.

The poll also indicated that one in five (22 per cent) disabled people say they find it harder to access good customer service compared to someone without a disability.

Diane Lightfoot, CEO of Business Disability Forum, says:

“Disabled consumers often need specific information about products and services to know whether they are accessible and will meet their particular needs. Consumers have told us that getting this information can be difficult and often affects their purchasing decisions.

“Frontline retail workers – such as shop floor assistants, checkout staff and in-store support teams – are often the first and most frequent point of contact for customers. Yet the structure of desk-free work presents significant barriers to effective inclusion training. Shift-based schedules, high staff turnover, limited available time away from the shop floor and inconsistent access to computers and mobile phones while working all make it difficult to embed meaningful learning across large workforces.”

Under the UK’s Equality Act 2010, retailers have a legal duty to make reasonable adjustments for disabled customers. While many retailers have invested in accessible store design and online services, having staff who are disability aware is still vitally important, but can present a major operational challenge.

BDF has today (29 January 2026) launched a new, low-cost resource pack for customer-facing staff working in the retail sector to address this need. It has been designed to support shop floor workers develop their awareness of disability inclusion and provide them with practical advice on how best to support disabled customers. Co-created with people with lived experience of disability, the guidance includes digital guides and videos, disability factsheets, and a quick reference guide.

BDF’s top tips for meeting disabled customer needs in-store:

The following top tips have been adapted from the new training:

• Don’t be afraid of approaching a disabled person and offering assistance. Asking all customers makes this easier and helps people with less-visible disabilities.
• Keep aisles, changing rooms and accessible toilets free from clutter and trip hazards. Think about the positioning of restocking trolleys or customer baskets.
• Take care when pushing stock trolleys. Customers may not see you, hear you, or be able to move out of your way easily.
• Know the location of accessible spaces. Be ready to signpost customers to accessible changing rooms, toilets, emergency refuge areas, lifts, and customer seating areas.
• Address the customer directly. Always look at and speak directly to the customer rather than anyone accompanying them.
• Do not distract working animals. Remember, assistance animals are a vital source of support. Do not talk to or pet any assistance animals without permission.

Retail sector support for new disability inclusion advice

BDF has worked with several leading retailers to develop the new resources.

Paul Walker, Inclusion & Community Impact Manager at Primark, says: 

“We want everyone to have a positive shopping experience with us. We’re committed to accessibility with accessible products, accessible stores, and having accessibility as part of our culture and in the communities in which we operate. Having the guidance in different formats, with bite-sized content, and having it in written form or video is going to make it more accessible to our colleagues. It will make it easier for them to learn and to continue to support the accessibility journey that we’re on and, in turn, provide a positive shopping experience for our customers.”

Go to Business Disability Forum’s website for free tips on delivering disability inclusive customer advice to desk-free retail staff and to find out more about the new resources.