04/07/2025
Do you work in customer services or know someone who does? Do you know what makes a great shopping experience for customers who are blind or have low vision? Here’s what we wish more businesses knew and how some simple steps can turn an average trip into one, we actually enjoy.
There’s something about going shopping that many people take for granted, the ease of walking into a store, browsing the shelves, and making your choices. For those of us who are blind or legally blind, the way we approach that experience may look a little different.
When we first walk into a large store, we’re already doing a lot of work behind the scenes that others might not realize. Many of us are listening closely, picking up on the beeps of the registers, the hum of checkout lanes, or the voices of staff nearby. If we’ve been to the store before, we might know exactly where to go, but if it’s our first time, or if the layout is unfamiliar, we may head toward the sound of a register or ask someone along the way for directions to the customer service desk.
Some of us use tools like Aira or Be My Eyes through smart glasses or phones, asking a trained agent or volunteer to help describe the store layout or navigate us toward customer service. Others prefer to explore independently as far as possible and only ask for in-person help if there’s something specific we need. There are many of us who appreciate the personal connection that comes with working directly with a customer service associate, not just because it’s often faster, but because it makes...
For me, some of my favorite shopping experiences have come from these real human connections. I remember once being asked, “How do you know what color your clothes are if you can’t see them?” I smiled and explained, “Every shirt I own has a different texture, cut, or shape. I make sure to buy different styles instead of the same shirt in several colours, that way I know exactly which one I’m grabbing.”
Well… most of the time! If I really love a particular shirt, I do sometimes buy it in multiple colors. When that happens, I use tools like WayAround tags or other labeling systems to help me keep track of which color is which. Even with that, there are often little differences that can help, maybe I’ve cut the tag out of one, or I’ve added a stitch somewhere that makes it feel unique from the others.
It might surprise some people, but many of us who are blind or low vision love fashion. Some of us saw before and still remember what colors and patterns look like, some of us have some useful vision. Others just enjoy the creativity of expressing ourselves through what we wear, choosing clothes based on texture, fit, and style, just like anyone else.
These small, honest conversations are part of what makes shopping enjoyable, not just about getting the things we need, but about participating in the world like everyone else.
What makes a great shopping experience:
When I arrive at a large store and ask for assistance, here’s what turns that experience from stressful to enjoyable:
- The customer service person comes directly to me, greets me, and introduces themselves by name. It makes all the difference when someone says, “Hi, I’m Sarah, I am with customer service or I am the manager, I’m here to help you today. What are you shopping for?” It feels personal, it feels like I’m more than just another task to check off the list.
- It can be helpful when the person assisting me stands at the head of the shopping cart and let me know where they are. Saying, “I’m right here at the front of the cart if you’d like to hold on,” helps me orient myself and find them easily without awkward guessing. Some of us prefer to hold the back of the cart while the associate pulls it from the front. Others may want to walk alongside the cart instead. Asking, “Would you like me to pull the cart while you hold on, or would you rather walk beside me?” gives us the choice and keeps the experience comfortable.
- If the person helping describe what we’re passing as we walk through the store that can help some of us orientate. It doesn’t have to be every single item, but letting us know, “We’re passing housewares on the left, sports gear on the right,” gives us the chance to say, “Oh wait, can we stop here?” It helps us stay involved in the shopping experience instead of feeling like we’re
just being led from place to place.
- please respect that we may already know what we want, and be ready to help if we need it. If ever you are unsure, just ask us.
Sometimes I come in with a list. Sometimes I have a general idea, but either way, I appreciate when the associate checks in: “Do you know which section you’d like to start in?” or “Would you like me to share what’s nearby as we walk?”
- Offering to read key details when I need them, like sizes, prices, or colours, is helpful. I might ask, “Could you tell me what colours this shirt comes in?” or “Are there different brands of this product on the shelf?” I don’t need a description of every single item, just the helpful details that anyone would want to know when comparing choices.
The kind of service that makes us want to come back:
I’ve had such good shopping experiences that I’ve gone back to the same store asking for the same person again., Why? Because they made the experience enjoyable. They didn’t rush. They didn’t act like helping me was a burden. They listened, they communicated, and they worked with me, not just for me. Some even shared how much they enjoyed it: “This is actually more fun than stocking shelves all day, “ and it showed.
Their kindness, their willingness to be part of the experience, not just an observer made all the difference.
When customer service feels like teamwork, it turns shopping into something we can all enjoy.
How stores can improve for the future.
- Train your staff/team to feel confident in assisting shoppers who are blind and low vision. It’s not about knowing every detail of blindness, it’s about knowing how to communicate clearly, ask the right questions, and follow our lead.
- Encourage associates to introduce themselves and explain where they are physically. “I’m standing right here at the front of the cart,” or “The customer service desk is just ahead on the right”, these simple cues reduce anxiety and make the experience smoother.
- Provide flexible options for how we navigate the store together. Pulling the cart, walking beside it, or letting us hold the back, everyone’s preference may be different.
- Make sure the shopping experience stays interactive and respectful. Don’t assume we want full assistance, or no assistance at all. The best experiences happen when the associate checks in along the way: “Would you like me to keep describing what’s around us, or just let you know when we get to the sections you asked for?”
When customer service teams know how to offer this kind of support, we feel respected, included, and more likely to return again and again.
If your business wants to learn more about providing confident, respectful assistance to customers who are blind and low vision or have other types of disabilities, reach out to us at Diverse Abilities Programs Inc. We’re happy to share tips, tools, and training to help your staff feel ready to welcome everyone. Great service isn’t about doing it for us, it’s about doing it with us.
Danielle Frampton
IDEAL Team Building
DiverseAbilities.ca
Photo description. A man is holding onto a shopping cart while a lady holds the front ofthe cart as they both walk down the stores isle.
