Major retailers have backed the launch of the UK’s first “accessible shopping day”, which will see businesses promise to introduce new measures to benefit their disabled customers.
Purple Tuesday, to be held on 13 November, is being led by Purple, the social enterprise formerly known as Essex Coalition of Disabled People.
It has secured backing from businesses and organisations including ASDA, Barclays, Argos, Marks and Spencer, Sainsbury’s, The Crown Estate, the British Retail Consortium, and Hammerson, which owns Birmingham’s Bullring shopping centre, and has been endorsed by the government.
As well as endorsing and promoting Purple Tuesday, every organisation that signs up must make at least one long-term commitment aimed at improving the experience for their disabled customers, such as introducing regular “quiet hours” for neurodiverse shoppers.
Purple will provide retailers that sign up with a training kit to help staff feel confident in assisting disabled shoppers. They believe there are a “vast array” of adjustments that can be made by retailers that will have a “significant impact”, and many can be introduced quickly. Any business or organisation that interacts with disabled customers can sign up to Purple Tuesday, which will also promote the need for accessible retail websites.
Mike Adams, chief executive of Purple, said: “Less than 10% of companies have a dedicated strategy for targeting disabled customers. Fundamentally, Purple Tuesday isn’t about a single day in the year but encouraging lasting change that creates a virtuous circle between businesses and disabled consumers.”