Facilitating year-end purchases for blind and low vision people is today a challenge that we must tackle, there is time.
December is a month full of symbolism and important dates in the calendar, where surely the end of the year holidays are the ones that we highlight the most. There is also the International Day of Persons with Disabilities, which is commemorated every December 3 and which seeks to create awareness regarding progress and achievements, but also the long way to establish truly inclusive processes in the day-to-day life of those who live under this condition. .
In this sense and considering the current context of health emergency that the world is experiencing, the question is key: How to provide a blind person with something as simple as buying a Christmas gift in an online store ?.
In this same space we have already extensively analyzed the formulas to improve the user experience on websites, however there are other digital tools that enhance and complement the products and services that an e-commerce can offer us.
Let’s review examples?
If we talk about innovation when making an online purchase, video assistance is a great alternative to help people with a visual disability. It allows direct contact between the business and its customers, increases the possibilities of choosing a suitable product according to the budget of the person who is going to purchase it, democratizes information and strengthens a link that can be maintained over time.
And it is that the commercial logic is clear, because loyalty to a customer not only implies selling a good product, but doing it well. In the case of those who live in a visually impaired situation, this is an added value, since access to information is precisely one of the weak aspects at the time of purchase, but which can be solved by implementing this type of service.
Proven experience
In countries like Mexico, access to different ecommerce is an established issue and with current regulations, which has even led large companies to modify their marketing strategies, making them more inclusive.
An emblematic experience is that of Copel, which in 2017 and after accepting numerous requests from the public, implemented an accessibility system for blind and low vision people. The foregoing translates into an optimized website, voice messages to facilitate navigation and a chat and video assistance service, widely valued by the visually impaired public in Mexico.
Read Marketing 4 Ecommerce magazine article at the following link:
https://marketing4ecommerce.mx/coppel-habilita-ecommerce-accesible-personas-discapacidad-visual/
Another of the great advances in accessible commerce is the initiative that Sodimac Chile, a leading company in construction, home and decoration, will launch this month. The project includes the training of sales executives and the implementation of a video call button from the Lazarillo application, through which thousands of users will have direct access to the purchase center and whose details will be available in our next blogpost.
With respect to the work that Lazarillo is developing in more than 20 countries, various commercial links have been established. This has allowed us to bring information to our users through the app and on social networks, for which we have a news item where companies can publish offers, benefits and promotions that make a specific purchase more attractive.
Geolocation is also a fundamental point, since in this way it is possible for a blind or low vision person to have an easier time reaching a shopping center using the application. As in the previous cases, another of the options that Lazarillo can offer to those who wish to reach new audiences in an even broader marketing strategy.
The numbers accompany the investment, because all the companies that have dared to improve their accessibility and usability not only increased their sales, but also managed to meet and captivate an audience that also consumes, has purchasing power and therefore deserves an innovative service when making a purchase.
