In an exclusive feature, freelancer Isabelle Jani-Friend, explains why our partnering with WelcoMe is so important to our disabled customers. Izzie is a multimedia journalist writing news pieces, investigations, commentary, and reported features on health, human rights, climate and culture.
A Scottish-based tech company is changing the retail landscape for disabled people, by allowing staff to know when a disabled customer is arriving and telling them exactly how to assist them.
There are currently around 16 million disabled people in the UK - approximately 1 in 4 of the population - whose spending power, known as the Purple Pound, is estimated to contribute around £274 billion annually to our economy.
However, despite this, many businesses are failing to adequately meet the needs of their disabled customers, resulting in missed profits and social exclusion, with 70% of disabled people saying they would not return to a business after experiencing poor customer service, according to Scope, a disability equality charity in the UK.
In order to combat this, former guide dog trainer Gavin Neate decided to develop 'WelcoMe', a web-based app that offers in-the-moment training for members of staff by alerting them to the arrival and needs of disabled customers.
"WelcoMe was developed to address challenges faced by disabled people," Gavin explains. "The intention has always been to empower disabled people to focus on their daily lives and not be held back by a lack of awareness and discrimination.
"Greater understanding of disability leads to more accessible and welcoming environments and greater disability awareness leads to more confident and happier customer service representatives."
Since its launch in 2018, WelcoMe has been implemented across 160 venues throughout the UK within the transport, hospitality, tourism, government, retail and recreation sectors.
Most recently, 40 Currys stores across the UK, including 20 in the West Midlands and 20 in central London, have trailed the app with positive results.
"We see the implementation of WelcoMe (in Currys) as further progress in making our stores more accessible for disabled customers. We've already received some amazing feedback!" says Ainsley Sykes, Head of Commercial Initiatives & Retail Design at Currys.
Sulaiman R. Khan, a 39-year-old disabled power wheelchair user with Muscular Dystrophy, was one of the first people to use WelcoMe during the trial.
"I have experienced poor customer service and ableism for most of my life," Sulaiman explains. "Staff often ignore me and speak to the person I’m with instead. It's dehumanizing. So I usually avoid in-store shopping due to anxiety and past trauma."
Sulaiman believes that the problem stems from inadequate staff training. "People are afraid to say or do the wrong thing, so instead, they say and do nothing," he explains. "But as a society, we need to get comfortable asking questions."
After avoiding retailers for years Sulaiman was nervous about heading into Currys to look for a new laptop.
"But expectations were exceeded," he says. "It was really easy to use WelcoMe–I just signed up, scheduled my visit and input my needs.
"I specified that I needed wheelchair access, an accessible bathroom, and for staff to speak to me directly, instead of the person I was with."
On a number of occasions, staff members have ignored Sulaiman completely, opting to speak to the person accompanying him, but using WelcoMe has eradicated this issue.
"When I arrived, a member of staff came up to me immediately and stayed with me the whole time," Sulaiman said, recalling his experience. "They spoke to me directly and turned other customers away in order to give me their full attention.
"That never usually happens. Normally, staff members can't wait to get away from me."
Sulaiman believes that implementing WelcoMe will create a safer and more accessible experience for all disabled people stating that it is: "absolutely critical that all retailers support these kinds of initiatives. Disabled people have had enough of being excluded.”
Ableism in retail settings is also something 39-year-old power wheelchair user Luis Castor De Canto is well-accustomed to.
"People often have preconceived ideas of disability," Luis, who has type 2 Spinal muscular atrophy (SMA), a degenerative muscle-wasting condition, explains.
"Most of the time, I am ignored when I go to stores. It is easier for members of staff to speak to my carer or partner than to speak to me directly. And on the occasions when they do speak to me, they will patronize and infantilize me, as if I am unable to voice my own requests."
But using WelcoMe on his recent trip to Currys proved to Luis that equitable and inclusive shopping experiences are possible for disabled customers.
"I love that I can tell a store what kind of support I need before I get there," Luis says. "WelcoMe gives me and other disabled people the chance to remove our own barriers and empower the people serving us."
Currys staff have also noticed benefits. "[Staff] see huge value in being able to find out more about certain disabilities, and specifically how to ensure they can help make the customer's experience smoother," London-based General Managers at Currys, Gary Samson and Sameena Panwala share.
"Teams are now much more up to speed on a range of disabilities and know how to serve those customers. It allows colleagues to identify similar support needs every day, regardless of whether they have booked an appointment via WelcoMe or not."
Luis hopes more retail outlets implement WelcoMe, saying: "Any retailer using this technology is proving that they are taking disabled customers seriously and showing us they want to give us an equitable experience.
"By doing this, they take a stance against the status quo."