Inclusive design for customers with disabilities in retailing: a qualitative study of the status quo and implications for customer well-being

Abstract

Customers with disabilities suffer from many exclusions in today's shops. They are subject to many vulnerabilities, and as a result, their customer experience is not ideal. To help these people with disabilities, solutions exist, notably inclusive design. Inclusive design removes many barriers and improves the quality of life for people with disabilities. Much conceptual research has studied the definition of inclusive design in-depth, but few applications have taken place in the field, especially in Belgium. This work studies the inclusion of people with disabilities in food shops in the Walloon region. It also sheds light on essential points to better define inclusive arrangements. The final objective of this dissertation is also to provide new information to the research and to guide managers in designing their food shops to be more inclusive for people with disabilities. Findings were made through 13 in- depth interviews with people with disabilities and educators working in the specialised sector. The results of this study show a strong negative impact on the well-being of disabled people when they encounter problems in the shop. The study also showed that including disabled people in food shops is not ideal as very little is in place to help them. Then, the study confirmed that inclusive facilities allow consumers with disabilities to feel more integrated into society and more independent/autonomous. Furthermore, it has been confirmed that inclusive methods allow consumers with disabilities to be happier. Finally, solutions are provided to make shops more accessible to disabled people and thus improve their well-being. The paper concludes with an overview of the main implications, limitations, and suggestions for future research arising from this work.