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Retail design and the visually impaired: A needs assessment

Hong Yu, Sandra Tullio-Pow and Ammar Akhtar

Journal of Retailing and Consumer Services, 2015, vol. 24, issue C, 121-129

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.

Keywords: Needs assessment; Shopping experience; Universal retail design; Visually impaired (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1016/j.jretconser.2015.03.001

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