The Retailer Winter 2018/19

Vulnerability encompasses physical, non-physical and circumstantial factors that are not necessarily mutually exclusive, or visible.

It’s crucial staff are able and willing to reassure vulnerable customers that their needs are understood and catered for.

Payment methods too need consideration. With digital finance and moves towards a cashless society becoming the new norm, retailers need to make sure these cater for vulnerable customers. GCIS shows that while over a quarter of consumers now pay for their purchase in-store with mobile payment, fewer than 5% of consumers aged 65+ are using this option, suggesting, at the very least, retailers need to do more to do to educate the older generation around its benefits. Consider how you can bring accessible and easy payment to your most vulnerable shoppers - what changes does this mean for your technology and how will you communicate this? Tough times on the high street mean looking for other opportunities to drive retail revenue. Purple Tuesday has started a movement to convince retailers that those who best welcome and value those with vulnerabilities as valued customers stand to gain an edge in the race for greater revenue. With so many tools available to retailers to truly improve accessibility for vulnerable consumers, the question should not be if, but when, retailers can make the shopping experience truly accessible to all.

Michelle Norman // michelle.norman@pwc.com // +44 (0) 7827 309 738

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