Retailers Urged to Enhance Support for Customers with Hidden Disabilities

For most individuals, retail employees multitasking while speaking to them would not present an issue. However, for Simon Houghton, who is deaf and relies on lip-reading, staff members turning away can determine whether he comprehends their words or not. According to research from the Business Disability Forum, 90% of disabled people reported that their shopping experience was negatively impacted by a lack of accessibility, with 43% frequently abandoning their purchases as a direct consequence. The Oracle shopping centre in Reading has launched a program called Unseen Aware, designed to assist staff in engaging with customers who have hidden disabilities. This initiative provides employees with an hour-long training course, structured to teach them the “principles” of becoming an unseen disabilities’ ally and practical methods of assistance—for instance, by communicating more respectfully and challenging biases. Mr. Houghton, who initiated the program, noted that it could be challenging to identify if a person was struggling within a shopping centre. He stated, “The idea behind Unseen Aware is to educate staff so that they are a bit more understanding, empathetic, patient and kind when it comes to a customer who might need some support.” Staff members who complete the training receive a badge, signaling to people with disabilities that these employees possess the knowledge to help them. He explained that this approach differs from other schemes, such as the sunflower lanyard, by placing the responsibility on businesses rather than on the disabled person. Oracle director Andy Briggs commented that the scheme’s benefits extend beyond individuals with disabilities to also include the staff. He remarked, “I think a lot of people are uncomfortable when they don’t understand a disability.” Furthermore, research from the disability charity Scope estimated the annual spending power of disabled people in the UK to be £274bn, suggesting potential economic advantages, according to Mr. Houghton. He articulated the initiative’s message, stating, “[The initiative says] ‘if you want my business, if you want me to be the best I can, have a bit more of an understanding’.” Mr. Houghton expressed his ultimate vision for the future, envisioning the badge as becoming “a mark of understanding.” He further stated, “I want to break down the barriers about talking about disability,” adding, “I think that’s the first step and Unseen Aware is going to achieve that.” BBC Berkshire can be followed on Facebook, X (Twitter), or Instagram. Copyright 2024 BBC. All rights reserved. The BBC does not assume responsibility for the content of external sites. Information regarding our approach to external linking is available.