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Retail design and the visually impaired: A needs assessment

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  • Yu, Hong
  • Tullio-Pow, Sandra
  • Akhtar, Ammar

Abstract

This research explores the lived experience of consumers with visual impairment to better understand their everyday shopping challenges, gaps in retail design, and opportunities for improved service. Three focus group interviews were conducted with 17 informants. Data were audio-recorded, transcribed, and analyzed using QSR NVivo 8. Findings highlighted many challenges: mobility and getting into the store; judging quality; distinguishing colour; reading labels, store signage, and receipts; negotiating store lighting, merchandise layout, and fitting rooms; and interacting with sales associates. This paper identifies visually impaired shoppers' need for universal retail design, discusses implications, and provides recommendations to retailers and product, graphic, and interior designers.

Suggested Citation

  • Yu, Hong & Tullio-Pow, Sandra & Akhtar, Ammar, 2015. "Retail design and the visually impaired: A needs assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 121-129.
    • Handle: RePEc:eee:joreco:v:24:y:2015:i:c:p:121-129
    DOI: 10.1016/j.jretconser.2015.03.001
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    References listed on IDEAS

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    Cited by:

    1. Seo, Kyungnam & Fiore, Ann Marie, 2016. "Effect of the fitting room environment on older clothing shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 15-22.

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