When you imagine accessibility in retail, you quickly think of physical accessibility. A ramp instead of stairs helps wheelchair users or people with walking aids or strollers to enter rooms more easily. Less frequently, services are offered for people with visual and hearing impairments, intellectual disabilities or neurodiverse people with ADD, autism and high sensitivity.
In Belgium, the ‘De warmste Entree’ initiative was launched last year to address accessibility in retail. The project is a partnership between the Belgian commercial agency Comeos and the Flemish accessibility specialist centers Inter and Cawab. Through webinars and a website, it offers a digital guide with tips and case studies, as well as legislative information on sub-topics such as local accessible parking legislation.
The ball started rolling when Comeos conducted a study on corporate social responsibility a few years ago. It turned out that not enough attention was paid to accessibility in retail. “The industry hasn’t cared much about accessibility,” explained Nathalie De Greve, Director of Sustainability at Comeos. To put accessibility on the agenda, a working group was set up and an action plan was drawn up. The initiative was financed through a special surcharge on the sale of protective masks, which was normally intended for charity.
Even small adjustments make a big difference
The website contains information on level differences, toilets, store design, lighting and acoustics, but also on management and administration as well as communication. However, the most important goal of the initiative is to raise awareness among the general public.
“We want to inform the administration, but also designers who design for everyone. Store staff can also learn how to greet customers in a friendly manner,” explains Kathleen Polders, consultant at Inter. The fear of doing something wrong often prevents entrepreneurs and sales staff from taking action. With the right training and information, this fear can be overcome. The platform differentiates between people with motor disabilities, visual impairments, hearing impairments, intellectual disabilities and neurodivergent people.
Even small adjustments can improve accessibility: good lighting helps people with hearing impairments read their lips better. The introduction of a low-stimulus hour (or a longer period) for people with attention problems or hypersensitivity also has a positive effect. Providing coat hooks at lower levels makes them easier for wheelchair users to reach. Polders pointed out that not all entrepreneurs have space to make dressing rooms larger for wheelchair users or parents with strollers. Here, customers should be offered the opportunity to try on goods at home and return them.
It is important for retailers to take action and show people with disabilities that they can come to the store. Communication and information go both ways, emphasized Polders. “We are aimed at retailers so that they know what steps can be taken, but also at customers to let them know where they can shop.” Ultimately, all people, whether with or without disabilities, should be able to work in retail feel welcome and can trust that they are in good hands and will be helped if they want it.
Continuous development
Both De Greve and Polders point out that ‘De warmste Entree’ is intended to be a multi-year project that will constantly evolve. Webinars are currently focused on customer-friendly reception in physical stores, but the accessibility of online stores is just as important. In 2025, a new European law on accessibility will come into force and will apply, among other things, to accessibility in e-commerce.
The introduction of the Accessibility Award is also an issue, says De Greve. This award is given to retailers who set a positive example. ‘De warmste Entree’ aims to be a model at national and international level for how retail can welcome all customers – an initiative worth keeping an eye on.
This article originally appeared on FashionUnited.nl. Translated and edited by Heide Halama.