Dekel Skoop, CEO & Founder at accessiBe.
The temperature is cooling and the leaves are turning gold. The fall season ushers in the new school year and the holiday shopping season is approaching. The retail industry is gearing up for the most wonderful, and lucrative, time of the year. With consumers increasingly shopping online, now is the perfect time for retail businesses big and small to make sure their digital game is up to speed. A fully optimized website is essential for retail and that means making sure it is accessible for people with disabilities.
In a recent analysis of the top 100 most visited online retailers in the United States, accessiBe discovered that 96% had accessibility issues. While this indicates that retail websites are challenged by accessibility, it also poses a significant opportunity for strategic businesses to differentiate themselves in the retail market. By embracing accessibility, retailers can comply with legal standards and unlock new business potential.
Expand Your Customer Base
Web accessibility opens the door to a broader audience, allowing you to reach potential customers who might otherwise be excluded. According to the World Health Organization, over 1 billion people worldwide live with some form of disability, representing a significant portion of the global market. In fact, “In the United States, people with disabilities have a collective disposable income of over $490 billion” according to the American Institutes for Research. By making your website accessible, you ensure that all users, regardless of their physical or cognitive abilities, can navigate your site, browse products and complete purchases.
You might think that web accessibility is a given, but it’s not. Most websites don’t include essential accessibility features like alternative text for images, keyboard navigation for those who cannot use a mouse and screen reader compatibility for people who are blind or have low vision. These key features enable individuals with disabilities to engage with your brand online and are crucial for converting them from potential to loyal customers. As a result, the retail businesses that choose accessibility can tap into a market that competitors often overlook, providing a distinct advantage in a crowded market.
Build A Stronger Value-Based Brand
Incorporating web accessibility into your digital strategy is a powerful way to demonstrate your brand’s commitment to inclusion and social responsibility. Today’s consumers are increasingly value-driven, choosing to support brands that align with their principles. By ensuring that your website is accessible, you send a clear message that your brand values diversity and inclusion, not just in rhetoric but in practice.
When consumers see that you care about making your products and services available to everyone, they are more likely to view your brand as ethical, forward-thinking and inclusive. In an era where corporate responsibility matters more than ever, web accessibility is a key component of building a brand that stands for more than just profit.
Mitigate Legal Risks For Noncompliance
Beyond the business and brand-building benefits, web accessibility is also a legal requirement in many countries. Laws such as the Americans with Disabilities Act (ADA) in the United States, the Equality Act in the U.K., the Accessibility for Ontarians with Disabilities Act (AODA) in Canada and Section 5568 in Israel mandate businesses to provide accessible digital platforms. Noncompliance can result in significant legal risks, including lawsuits, fines and damage to your brand’s reputation. Noncompliance lawsuits are on the rise, increasing year over year. This indicates the government’s determination to regulate and enforce web accessibility laws.
Turn Accessibility Into Opportunity
While achieving digital accessibility is no small feat, there are powerful and effective AI-powered tools to expedite the process. Here are some important tips for retail leaders who want to become digitally accessible:
Know your legal requirements: In order to comply with the ADA, you need to understand the requirements and consequences of noncompliance.
Align your brand with inclusion: Your website will be most inclusive if it reflects your brand. Now is the time to make sure your ads and marketing include disability representation.
Leverage user testing: There’s no better way to know if your digital platforms are accessible then to ask end users themselves.
Create a road map for accessibility: As our technology and online world evolves, accessibility requires continuous improvement. Invest in making accessibility an integral part of your business strategy.
As the autumn sets in, retail businesses have an opportunity to make an important decision before the holiday season. By doing so, they will open the door to a larger, more diverse customer base and build a brand that resonates with today’s value-driven consumers.
Accessibility is a worthwhile investment at an extremely affordable cost. It’s about creating an online environment where everyone can participate and engage. Now is the time to take action. By prioritizing accessibility, you can set your business up for greater success this holiday season and well into the future.
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