This summer marks the 20th anniversary of the Americans with Disabilities Act, which seems like a fitting time to review whether shoppers of differing abilities have access to all areas in your store. 

When the act was made law in 1990, the movement towards “reducing barriers” was already in progress across the country.  Shops like ours were realizing that steps, high checkout counters and crowded displays made it difficult, if not impossible, for some customers to shop in our store.  And we were determined to change that.  We did away with our front steps, adding a long entry ramp and eliminated a step-down from one area of the store to another.

We do, however, still have a second floor at Orange Tree Imports that is not handicap accessible, which we are not happy about.  The cost of an elevator is still prohibitive, as it was when we put on the addition to the store in 1980.  Although we do offer to bring merchandise downstairs for anyone who cannot come to the second floor, I wish that we had a better solution to that problem.

Solving accessibility issues should be a high priority whenever you make changes in your store’s layout, and thanks to the ADA Act these changes are probably mandatory.  Be sure to consult your local and state codes as well as the national standards. 

Even if you are not remodeling, there are small changes you can make to increase the shopping satisfaction of customers with differing abilities. Keep in mind that all shoppers with physical challenges are in wheelchairs — and some may have challenges that are not apparent.

Here are a few questions that I suggest that you ask yourself in Specialty Shop Retailing regarding making your store accessible to all:

● Are the aisles wide enough for a wheelchair?

● Is signage large enough to be read by someone with less-than-perfect vision?

● Are there any unnecessary steps up or down?

● Is there a place for someone who needs a rest to sit down?

● Are there baskets or carts for customers to carry their purchases?

As the Baby Boomer generation ages, more and more of our good customers will need our consideration is they are to continue shopping in our stores.  The ADA Act’s 20th anniversary is a great opportunity to review and update everything that you do to make sure that your store is accessible to all.

Happy Retailing,

Carol “Orange” Schroeder