M&S has introduced a ‘Happy Birthday’ braille gift card, in collaboration with the Royal National Institute of Blind People (RNIB).
The retail giant has also brought out a range of three braille greeting cards, suitable for various occasions.
The first-of-its-kind gift card includes an embossed outer sleeve, which communicates the “Happy Birthday” message, as well as an embossed gift card inside.
Shoppers can use the card online or throughout more than 700 M&S stores.
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The idea for the braille range came about after suggestions were made from five staff members through the company’s CEO suggestion scheme.
M&S’ Streatham Hill team manager Elizabeth Abudu, one of the colleagues who suggested the idea, explained she had been inspired while assisting blind and partially sighted shoppers who frequently visited the store.
The move comes under the retailer’s commitment to being an “inclusive and accessible retailer” for all of its shoppers and staff.
M&S product development director Kathryn Turner said: “Our customers are always at the heart of every product we design, and we hope our first-of-its-kind braille gift card and range of greeting cards will make it that bit easier for customers to show their love and appreciation for friends and family members with sight loss”.
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