With consumers moving more of their daily activities online (like shopping), website accessibility lawsuits have been splashed across headlines. Today, these legal actions significantly outnumber physical accessibility lawsuits, with websites now regarded as “places of public accommodation” that are expected to be within reach for all.
Specifically, ecommerce sites have emerged as the most heavily litigated digital category. But for them, website accessibility is much more than a way to avoid litigation, “the right thing to do,” and a core tenet of corporate social responsibility. It’s also one of the key ways these sites maximize their revenue-generating potential — by expanding their addressable customer base to include an estimated one in four Americans living with a disability, as well as the 70% of consumers who prefer purchasing from companies that align with their moral values.
Physical Accessibility: It’s Time to Refocus
Website accessibility is a laudable mission that has taken huge strides in making the online world more welcoming and inclusive for all, especially the vision- and hearing-impaired. But with all the emphasis on website accessibility, have retailers lost sight of physical accessibility?
Overall, physical accessibility lawsuits haven’t surged at nearly the same rate as website accessibility lawsuits. According to one estimate, 97% of all accessibility lawsuits are now targeted at websites. Given the magnitude and widespread visibility of this threat, it’s not at all surprising that physical accessibility initiatives may have taken a temporary backseat.
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However, the rise of omnichannel retailing is changing this. In an omnichannel strategy, physical stores don’t serve just to acquire new customers; they also deepen relationships with existing ones that may have begun online. An omnichannel presence gives physical stores a new level of purpose, credibility and importance. Retailers that invest in integrating their online and offline strategies not only enhance the customer experience, but also set themselves up for more measurable, sustainable success, as omnichannel customers are known to spend more than single-channel. In short: you want to treat these shoppers as well as possible.
It is true that since the ADA was enacted, retailers have made significant progress in improving the accessibility of their physical stores — ensuring sufficiently wide entranceways and pathways, clear and easily readable signage and more. But just as a fully accessible website is never a one-time project, but rather an ongoing process of improvement and adaptation, the same applies in the physical realm.
One challenging aspect of physical accessibility is meeting the divergent needs of various groups of disabled people. Public bathrooms, specifically bathroom sinks, are a prime example. We believe everyone deserves the right to use the public bathroom and wash their hands. Sinks and fixtures must be high enough for wheelchairs, scooters and other mobility devices to slide beneath, and yet low enough for persons of short stature (i.e., those with achondroplasia, the most common form of dwarfism, as well as small children) to be able to reach.
Rather than installing dual-height features — which can be time-consuming and expensive — a retailer can consider installing a retractable step stool that affixes right into the ground in front of the sink and automatically folds up when not in use. Coincidentally, individuals who may not necessarily be disabled — small children and their parents — benefit greatly, as parents no longer need to awkwardly and sometimes painfully hoist their children over the sink. If you think conveniences like this are no big deal, think again — according to one study, over half of parents deliberately choose to visit stores that feature kid-friendly bathrooms.
A More Inclusive World Starts with a Holistic Retail Approach
We’re seeing clear signs that retailers are starting to reinvigorate their focus on physical facilities. For instance, a team of industry leaders including CVS Health, Walmart, Sam’s Club and Starbucks just announced that they are teaming up with the American Association of People with Disabilities (AAPD) to form a coalition focused on creating more inclusive retail spaces. Their first step will be to expand and open-source the Inclusive Spaces Framework so that other businesses can benefit.
In the early days of ecommerce, sites were relentlessly focused on delivering the same high levels of convenience, ease and personalization that characterized the in-store experience. As the focus on omnichannel excellence increases, the reverse is now happening, with physical stores striving to emulate and in some cases augment the online experience. Physical stores continue to stand out for their ability to deliver an emotional connection with customers, making them a powerful, high-impact touch point in the customer journey.
With research clearly showing a continued consumer proclivity toward in-store shopping — and a majority of shoppers (both disabled and non-disabled) noting they have encountered physical barriers during their journeys — there’s still tremendous room for improvement. While retailers should continue to encourage and promote website accessibility, the ADA’s 35th anniversary is an ideal time for them to reevaluate their progress more holistically — ensuring that everyone achieves respect and can navigate physical spaces independently and confidently.
Jacob Fedosky is the President and CEO of Step ‘n Wash, the industry leader in retractable step stools installed in more than 25,000 commercial bathroom locations around the world, including Target, Olive Garden, Whole Foods and Universal Parks & Resorts, as well as hundreds of airports and hospitals.
