Debenhams launches personal shopper service for the blind and partially sighted
Debenhams has become the first major UK retailer to launch a personal shopper service for blind and partially sighted customers.
The department store chain has been working with the Royal National Institute of Blind People (RNIB) on the creation and development of the new service which will be available in all 167 Debenhams stores across the UK and Ireland.
The RNIB helped the retailer to identify the main obstacles faced by both the customer and personal shopper while trying to shop in store. From a customer perspective, these included time, brand and social and physical barriers. For the personal shopper it was the difficultly in broaching the subject of sight loss with the customer, and how to describe the key features of the garment.
Debenhams personal shoppers received training on how to overcome these barriers using glasses which imitated various levels of sight loss including cataracts and macular degeneration.
The personal shoppers have also been trained on how to explain the touch and feel of sequins and embellishments, to describe the difference in the look, touch and function of different fastenings, and to communicate sensitively yet effectively with the customer.
Soleta Oliver, Debenhams commercial manager for store services said: “Working with RNIB together with blind and partially sighted consumers has been invaluable. They have been instrumental in this service, and have contributed to the shape and style of how the appointments will run.”
Lesley-Anne Alexander, chief eExecutive of RNIB added: “Our own research shows that 76% of blind and partially sighted people find shopping to be difficult or impossible, so clearly there is a desperate need for this service.
“We’re delighted that Debenhams is the first retailer to offer a service for blind and partially sighted shoppers, and hope that this urges other retailers to follow suit.”
