How supermarkets are failing blind and visually impaired shoppers

Supermarket shopping 2_Blur

This week’s mystery shop highlights key lessons supermarkets must learn to help visually impaired shoppers

What was the best part of Shakti’s Grocer 33 mystery shop at the Asda in Newton Abbot? “Getting out of the store without losing it,” she recalls – after abandoning her trip to avoid “being totally overwhelmed by anxiety”.

As a visually impaired shopper, Shakti had called the store 24 hours in advance and was told just to show up. But arriving at the store, she immediately noted a “look of panic” when she asked for assistance. She was allocated by the help desk a car park attendant who “attempted to help despite not knowing where things were”. She was clear he was “thrown in at the deep end” by helpdesk staff, whose attitude was “appalling”, added Shakti. After an hour doing his best, “we hadn’t made much progress, and I was really struggling not to lose it”. So Shakti walked out. Not surprisingly, Asda came last in The Grocer’s special ‘visually impaired’ mystery shop, with just 39 points.

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