Superdrug has unveiled new personalised accessibility features on its website as it looks to make it more inclusive and accessible for people with disabilities.
With 14 million people registered as disabled in the UK and the world’s products and services continuing to move online, currently 70% of people shopping with disabilities abandon their cart due to inaccessibility.
The health and beauty retailer said the technology will allow people to navigate the its website with ease, providing a fully customisable and personalised shopping experience for all.
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The website update includes the implementation of the Assist Me Tool, which enables user-triggered accessibility enhancements and allows people to interact with the website based on their individual needs and preferences.
This includes content adjustments, such as changing the word or letter spacing for those with dyslexia and style adjustments, including high saturation, dark and light contrast and inverted colours for people with impaired sight or colour blindness.
Changes can also be made to the navigation of the website where shoppers can mute sounds, stop animations, and activate a highlight focus to help them to concentrate on sections of text, which is helpful for people with ADHD.
Superdrug ecommerce, customer & marketing director, Matt Walburn said: “We are thrilled to be updating our eCommerce site with these accessibility tools. We believe that true accessibility needs to be both offline and online and are proud to be one of the major high-street retailers who are making ecommerce shopping more inclusive.
“This technology will allow our customers to modify the website to their own personal needs, helping them to navigate the thousands of health and beauty products we sell with ease and overall have a more enjoyable online shopping experience.”
Last week the retailer opened the doors to its biggest store in the North-West, based in Manchester’s Trafford Centre.
Shoppers in the new 8095 sq ft store will find a fragrance counter, beauty studio area, and Superdrug’s new own-brand cosmetics range, Studio London.
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