How can retailers enhance accessibility: Giving consumers with visual impairments a voice in the marketplace

Marketplace accessibility is a global issue; one that is important to nations, businesses (large and small), and consumers throughout the world. This paper explores visually impaired consumers' perceptions of marketplace accessibility in the United States, since the enactment of the American with Disabilities Act (ADA) in 1990. It reveals what has been accomplished thus far, and what needs to be done. The paper begins with a brief description of different types of visual impairments and is followed by an explanation of marketplace accessibility, including Title III regulations of the ADA and previous studies examining the issue. A qualitative study, which explores accessibility experiences of consumers with visual impairments, is then described and results are presented. The paper concludes by presenting a set of managerial guidelines that are believed to enhance the quality of face-to-face interactions between service personnel and/or salespeople and their customers with visual impairments.