As accessible shopping experiences go, leading retail chain Future
Retail Group has been raising the bar consistently with a range of
initiatives.
The most recent one, #Sabke Liye on 21 January, was the
biggest such in this direction. The Preview Day Sale was held at
357 Big Bazar stores across India exclusively for people with
disabilities.
The aim was to offer the disabled community access to all the discounts and
offers that they miss out on during the annual Republic Day sale due to the
large crowds.
We had customers with disabilities across the spectrum. We had customers on
wheelchairs, we had visually impaired people and hearing impaired people.
It was the first time that many had come out shopping. It was very
liberating for them and gave them a feeling of immense independence. To be
able to move around the store and be able to touch, feel and experience
different things left many of them amazed and smiling in wonder. Everyone
wants to enjoy sales events and discounts. It was a list of firsts for
these shoppers who did a bunch of things non-disabled people take for
granted. – Vineet Saraiwala, Deputy Manager, Future Retail
Group
An approach that will hopefully trigger a larger mindset change across India.
So, what was the Sabke Liye shopping experience like for disabled shoppers?
Newz Hook brings you some reactions from the visually
impaired community.
“Loved it!”, says Gurleen Kaur, a second-year graduate
student from Jallandhar, who is blind. This was her first
experience shopping during peak sale, an experience she prefers to avoid
usually.
I loved the facility of a shopping assistant. In fact, there were three who
came with me and they explained everything. I liked the way they told me
where things were kept and also let me feel the items. While my parents
were there, I did not need them at all! Usually they are always around to
guide me but this time I did not need them. I bought items worth RS 2,000.
I want it to be like this all the time. – Gurleen Kaur, Blind
student
The facility of a shopping assistant was the star factor for
Jaipur-based entrepreneur Sunil Sangtiani as
well. “I went with my wife, who is visually impaired, and two other coupled
to the Trinity Mall outlet and it was good to know that the entire staff was
aware about the sale for people with disabilities. We were taken on a sweet
ride through the entire store and told about all available products in detail
and helped out with making a choice too. In just 30 minutes, we filled our
bags with many products and ended up spending Rs 5,100 more than we planned
to”.
For Kewal Hariya, Founder of
Udaan, a team of visually impaired musicians, the experience was
a mixed one. Hariya, who is based on Mumbai, always shops with
his wife or mother. Having heard about the special sale for disabled people,
he chose to go the Matunga store with four women who were visually impaired.
“When I entered the store, no one seemed to know how to handle a visually
impaired person”, says Hariya. “I believe sensitization programs were
held, but no one knew what to do. I was directed to quite a few people before
I got some help. Finally, I was connected to the store manager directly and
helped out”.
Once he reached the manager, the experience was rather positive. “The store
manager was helpful and patient and got things organized for us. The store
was rather crowded, but we did not face any issues. It was a good
experience”.
Hariya’s feedback to the Big Bazar team? “Going ahead
sensitization needs to be worked on. It seemed like no one at the store I
went to was sure that such a sale was on that day”.
For Priyanka Nanavare, who works in Mumbai, it
was her first experience shopping independently. “I actually had a good
time shopping with the assistant. I would always go with friends but this
time I went alone, and it was very hassle free. I saved a lot of time and did
not miss out on anything. The only input I have is that if the customer could
be told about how they have saved at the billing counter itself, that would
be great. Right now, we come to know later”.
An exercise like this, undertaken on such a mammoth scale, is bound to have
some initial hiccups. No doubt, these will be taken into account going ahead.
Initiating it indicates not just business foresight, but also heart.
As Sangtiani puts it, “In this competitive time where every sale you make
counts, you not just increased the sales of your company, but also fulfilled
a much-needed commitment that no other company seems to be doing at
present”.
ALSO READ:Get
set for #Sabkeliye, India’s biggest & boldest accessible shopping
initiative ever
Source: https://newzhook.com/story/21184
