Category-Retail
Unlock new growth trajectory for a retail conglomerate by engaging into people with
disabilities who never ventured out due to lack of human considerations & able
infrastructure.
The Challenge
The brief was to understand why PWD & allied consumers are not venturing outside their homes for shopping. The scope was to understand the barriers to offline retail consumption, incorporating the needs & aspiration in designing the new infrastructure with SME’s and eventually plan a sensitization training drive for their 30,000 staff to build their readiness to welcome PWD customers in the stores.
The Approach
We first understood range of disabilities like physical disability (on wheelchair), mental disability (autism), partial blindness & the likes. Then we did extensive ethnography visits, intimate group discussions and DI’s to understand their world better to unravel their struggles, anxieties and dreams. A sensitization & design workshop incorporating the insights was conducted along with SME’s to train their design teams to build access infrastructure.
The Impact
The impact was huge post the launch with almost 0.1 million PWD customers shopped across the stores. With our guidance and incessant support 150+ stores were enabled with PWD infrastructure like PWD friendly trial rooms & wash rooms, Ramps, Brail Signages and curated shopping assistance.