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Superdrug launches new accessibility features to make online shopping more inclusive

Superdrug has launched a range of personalised accessibility features on its website to make it more inclusive and accessible for disabled customers.

According to the Top250 retailer, the technology will allow customers to navigate its website “with ease” and provide a “customisable and personalised shopping experience”, following research that 70% of 14 million people registered as disabled in the UK abandon their online shopping cart due to inaccessibility.

However, the health and beauty retailer’s updates now include the implementation of the Assist Me Tool, which enables user-triggered accessibility enhancements and allows customers to interact with the website based on their individual needs and preferences.

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This update also includes content adjustments, including changing the word or letter spacing, for dyslexic customers.

The website now features changes in contrast, including high saturation, dark and light contrast and inverted colours for impaired sight or colour-blind customers.

Changes can also be made to the navigation of the website where customers can mute sounds, stop animations, and activate a highlighted focus to help them to concentrate on sections of text, helping customers with ADHD.

“We are thrilled to be updating our ecommerce site with these accessibility tools,” Superdrug ecommerce customer and marketing director Matt Walburn said.

“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 is the UK arm of international health and beauty company AS Watson which owns 12 retail operations in 27 markets…

Find out how Superdrug is championing smaller brands via its marketplace here.

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