Superdrug makes online shopping more inclusive with website accessibility features
Health and beauty retailer, Superdrug, has today announced new personalised accessibility features on its ecommerce site, Superdrug.com, to make it more inclusive and accessible for people with disabilities.
With 14 million people registered as disabled in the UK[1] and the world’s products and services continuing to move online, currently 70% of people shopping with disabilities abandon their cart due to inaccessibility1. The technology will allow people to navigate the Superdrug.com website with ease, providing a fully customisable and personalised shopping experience for all.
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 visitors 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 Attention-deficit/hyperactivity disorder (ADHD).
Superdrug’s eCommerce, Customer & Marketing Director, Matt Walburn says: “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.”
Superdrug continues to enhance is O+O (Offline plus Online) offering to bring its shoppers a market-leading and integrated experience.
[1] Source: https://www.citymaas.io/
