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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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    1. George Balabanis & Vincent Wayne Mitchell & Ian Bruce & Petra Riefler, 2012. "A Conceptual Stress-Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers," Journal of Consumer Affairs, Wiley Blackwell, vol. 46(3), pages 485-505, September.
    2. Nancy Worth, 2013. "Visual Impairment in the City: Young People’s Social Strategies for Independent Mobility," Urban Studies, Urban Studies Journal Limited, vol. 50(3), pages 574-586, February.
    3. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
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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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