Attracting more disabled customers and the Purple Pound

By admin
What is the Purple Pound?

The Purple Pound is the spending power of disabled people and their households. In the

UK
GPE

, this market is worth

an estimated £274 billion
MONEY

a year.

The value of

the Purple Pound
FAC

(We are Purple)

There are

16 million
CARDINAL

disabled people in the

UK
GPE

. That’s

1
CARDINAL

in

4
CARDINAL

of us. Many of these potential customers can’t get what they need. This is because of accessibility issues.

73%
PERCENT

of disabled online shoppers have experienced barriers on

over a quarter
DATE

of the websites they visited. And

4
CARDINAL

in

10
CARDINAL

disabled people said they can’t visit local shops because they are inaccessible.

High street shops are inaccessible to

nearly half
CARDINAL

of all disabled people (Mirror)

These experiences are obviously frustrating for disabled people. And businesses are losing customers.

70%
PERCENT

said they would not return to a business after getting bad customer service.

Improving your business’s accessibility online

Making accessible websites is important to attract and keep

Purple Pound
PRODUCT

customers.


Half
CARDINAL

of disabled online shoppers who have problems buying items give up. And a

Scope
PRODUCT

survey found

47%
PERCENT

of disabled people had issues navigating websites.

The business case for accommodating disabled customers (Scope)

Web accessibility is essential for people with access needs. The main areas of web accessibility include:

using plain

English
LANGUAGE

and simple language

alt text on images

good colour combinations and contrast

accessible and easy to read fonts

closed captions on videos

heading tag structure

hyperlink text

keyboard-only navigation

A beginners guide to digital accessibility (Scope)

Accessible websites benefit all customers. A good heading tag structure and descriptive hyperlinks make navigating web pages easier. Alt text on images is helpful if they don’t load. Video captions are useful for people wanting to watch with the sound off. And using plain language keeps your messaging easier to understand.

Conduct a web accessibility audit (Scope)

In store accessibility

The government ran a survey in

2001
DATE

.

Over 30%
PERCENT

of disabled people said they had difficulty using public spaces ‘all the time’.

78%
PERCENT

said they had frequent difficulty accessing shops and shopping centres.


UK
GPE

disability survey research report (GOV.UK)

Making your business more accessible doesn’t just help disabled customers. It is also the law.

UK
GPE

businesses have a legal duty to make sure disabled people have equal access. This is considered a reasonable adjustment and comes under

the Equality Act 2010
LAW

.

Reasonable adjustments that shops and venues have to make include:

wide aisles without clutter

clear and easy to read signage

accessible toilet

accessible parking

installing ramps, lifts and handrails

installing automatic doors and making doorways wider

Not making reasonable adjustments for disabled customers is unlawful discrimination.

Inclusive customer training for employees

Providing good customer service to disabled people might mean doing things differently. Inclusive customer training will help staff feel more confident around disabled customers. And help them understand the barriers they face.

This training can cover:

disability equality

using inclusive language

making sure employees know about the facilities available (like lifts and accessible toilets)

It is also recommended that businesses appoint an

Accessibility Champion
ORG

.

Accessibility Champions

An Accessibility Champion is a role in an organisation who promotes disability inclusion. They are there to help develop accessibility requirements across your entire business. This will help you remove access barriers. And better understand disabled consumers’ needs.

The role can include:

setting achievable goals for your organisation

promoting alternative methods to improve accessibility

providing feedback on services and products

being involved in all future projects to make sure accessibility is being considered

Employing disabled workers also brings valuable insight into the needs of disabled customers.


3
CARDINAL

tips for employing disabled talent (Scope)

Involving disabled people in your customer research

In

2021
DATE

,

UK
GPE

businesses spent

£46.9 billion
MONEY

on research and development. But they often don’t do research into the specific needs of disabled customers.

Business enterprise research and development (GOV.UK)

Engaging with disabled people during your research phase provides wider customer insight. It will also help you better understand the valuable

Purple Pound
PRODUCT

market. Consumer focus groups can help you understand the different barriers disabled people experience.

Scope offers disabled customer research for businesses. Our research panels have disabled people and their families. They can provide companies with tailored feedback on services and products.

Related

Disabled consumer research