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Inclusion in retail has gained more attention in recent years, thanks to increased focus on diversity and inclusion. More consumers than ever are shopping based on their personal beliefs and values.
A recent Accenture study showed that 29 percent of all shoppers are likely to switch to a retailer that embraces diversity and inclusion. But are we doing enough to include Deaf customers?

Melissa Greenlee, a Deaf woman, went into a women’s clothing store recently, prepared to dole out a couple of hundred dollars on new athletic clothes.

When a clerk approached her, Ms. Greenlee signed that she was Deaf. The clerk looked at her, said, “Sorry,” and then disappeared. Ms. Greenlee said the clerk completely dismissed her, but she quickly bought one item and left the store.

Ms. Greenlee is the CEO and co-founder of Deaffriendly.com, a retail review site where Deaf and hard-of-hearing people leave reviews for stores they visit. The goal is to shine a light on Deaf-friendly retailers and to educate businesses on how they can be Deaf friendly. Ms. Greenlee believes businesses can do better.

“I literally had money burning a hole in my pocket,” Ms. Greenlee said. “Luckily, there was a competitor next door, and because my experience was more positive there, I spent my money there.”

Shopping is typically fun, but inclusion in retail is lacking for Deaf customers. The loud noises (especially for Deaf and hard-of-hearing customers who wear hearing aids) and crowds alone can be off-putting, but even worse is if the retail staff has a dismissive attitude and general lack of awareness of the Deaf customer’s needs.

According to the National Deaf Center (NDC), about 11 million Deaf people live in the U.S. alone. That’s a lot of potential customers who can benefit from a Deaf-centric retail experience.

This blog post explores the critical topic of inclusion in retail for Deaf customers. Deaf people face many obstacles when navigating the retail environment, both in-store and online. We explain the shortcomings of the typical retail environment and provide strategies to help you create an inclusive shopping experience for Deaf and hard-of-hearing customers, from enhancing the store layout to implementing Deaf-friendly online features. Let’s dive into how we can make the shopping space a better experience for the Deaf community.

Impact of accessibility on brand image and customer retention

The accessibility laws passed 50 years ago mandated equal access for how disabled people live and work. Many corporations have followed these laws, legally and because it’s the right thing to do. But in the last seven to eight years, companies started realizing that accessibility isn’t just a moral imperative but also a business advantage. They see their brand reputations, consumer and employee experiences, and financial strategies getting a boost because of their commitment to accessibility.

Deaf consumers represent $9B in discretionary income in the U.S. alone (American Institutes for Research). And their networks — your value-based shoppers — equal a whole lot more. In fact, two out of three Americans say their social values now dictate their shopping choices (McKinsey)​.

When Deaf customers can express their needs in the store and are understood, that creates a positive feeling that encourages them to return to the store repeatedly. If this is missing, frustration sets in, and the customer — Deaf or hearing — will simply go to another accommodating store, which Ms. Greenlee did.

Whenever a Deaf customer has a notably good or bad experience in a retail store, they talk about it with other Deaf people, friends, and family. Word spreads fast, and a store’s reputation can soar or suffer.

Molly, a Deaf advocate, describes some of her difficulties when shopping at Walmart.

“Most are supercenters with a large layout to navigate,” Molly says. “It’s their store policy that if someone asks an employee where something is, they should walk them to that aisle and show the location. But [in my experience] they never do.”

Current state of accessibility for deaf customers

The current state of accessibility in retail globally can seem dim, judging by a UK survey of customers with disabilities. But with some large, well-known retailers (e.g., Google and Target) leading the way for inclusive customer service, this can serve as a call to other retailers that it’s time to embrace language equity for Deaf customers.

One Starbucks store, near Gallaudet University in Washington, D.C., is remarkably accessible to the Deaf population, but customers in all areas want that level of service.

Accessibility is paramount to creating a seamless retail shopping experience.

Conclusion

Everyone deserves an enjoyable shopping experience. Making your store inclusive of the Deaf customer shows that you value their engagement and loyalty.

By optimizing your retail environment to be Deaf-friendly, you’re making a powerful statement about your commitment to inclusivity and respect for every customer, regardless of (dis)ability.

So, are you ready to make your retail space accessible? Sorenson’s experts can help you evaluate how you can start integrating scalable accessibility solutions to support Deaf and hearing customers and staff.