Superdrug, a Top250 retailer, has launched a range of personalised accessibility features on its website to make it more inclusive and accessible for disabled customers. The technology, called the Assist Me Tool, will allow customers to navigate the website “with ease” and provide a “customisable and personalised shopping experience”, according to Matt Walburn, Superdrug’s ecommerce customer and marketing director.
Superdrug, a Top250 retailer, has launched a range of personalised accessibility features on its website to make it more inclusive and accessible for disabled customers. The technology, called the Assist Me Tool, will allow customers to navigate the website “with ease” and provide a “customisable and personalised shopping experience”, according to Matt Walburn, Superdrug’s ecommerce customer and marketing director.
The Assist Me Tool enables user-triggered accessibility enhancements and allows customers to interact with the website based on their individual needs and preferences. This includes content adjustments, such as changing the word or letter spacing, for dyslexic customers, as well as changes in contrast, including high saturation, dark and light contrast and inverted colours for impaired sight or colour-blind customers. Additionally, customers can mute sounds, stop animations, and activate a highlighted focus to help them to concentrate on sections of text, helping customers with ADHD.
Walburn said, “We are thrilled to be updating our ecommerce site with these accessibility tools. We believe that true accessibility needs to be both offline and online and are proud to be one of the major high-street retailers who are making ecommerce shopping more inclusive. This technology will allow our customers to modify the website to their own personal needs, helping them to navigate the thousands of health and beauty products we sell with ease and overall have a more enjoyable online shopping experience.”
The move follows research from the 2023 RetailX Health and Beauty Marketplace report, which found that 70% of 14 million people registered as disabled in the UK abandon their online shopping cart due to inaccessibility. Superdrug is the UK arm of international health and beauty company AS Watson which owns 12 retail operations in 27 markets.
The accessibility features are part of Superdrug’s larger mission to make online shopping more inclusive. The retailer is also championing smaller brands via its marketplace.
Sources: https://internetretailing.net/superdrug-inclusive-website/
