Launched in 2018 by disability organisation, Purple, Purple Tuesday is the UK’s first accessible shopping day which highlights the importance of improved customer service for disabled people.
Recent research shows that poor customer service and a lack of staff understanding are two of the key barriers preventing disabled consumers making purchases.
Despite the ‘Purple Pound’ estimated to total around £249bn each year, the findings show that 75% of disabled people have had to leave a store or website due to their disability.
In response to this, Purple Tuesday is calling on businesses to “go beyond the front door” and do more than simply installing a ramp for those with visible, physical disabilities.
Meeting the needs of disabled customers makes commercial sense for organisations of all sizes, from all sectors, but […] you don’t have to spend big budgets to make lasting change”
The large signage in London showcased a range of key facts and information about the “purple pound” and provides a platform for the organisation to encourage more companies to make changes.
Mike Adams, OBE, chief executive of Purple, comments: “Meeting the needs of disabled customers makes commercial sense for organisations of all sizes, from all sectors, but our message to organisations is: you don’t have to spend big budgets to make lasting change.”
Adams recommends changes such as introducing staff training and improving website accessibility as low cost changes that can significantly enhance a disabled customer’s personal experience.
He adds: “Purple Tuesday has more than doubled in size this year, with more than 2,500 organisations from a variety of sectors making commitments to improve the customer experience for disabled people. These are long-term changes that will have a lasting impact for millions of customers – and improve the commercial opportunities for the organisations involved.”
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