Co-op has introduced NaviLens on-pack codes – which help visually impaired shoppers more easily identify items with an app – across its own-label paper products range.
It is the first time NaviLens codes have been added to a grocery retailer’s own-label products.
NaviLens technology uses high-contrast codes printed on product packaging, which can be detected by the free NaviLens smartphone app.
Unlike barcodes and QR codes, the NaviLens codes can be scanned from further away and at wider angles, making them easier for the app to identify and locate. Once scanned, the app provides an audio reading of the product information and specifications.
“This initiative is an important step in paving the way for future innovation in grocery retail, demonstrating how technology can be used to create a more inclusive shopping environment and improved experience for blind and visually impaired customers,” said Janet Lawrence, Co-op technical manager.
NaviLens codes have been printed on Co-op Single Roll Kitchen Towel, Co-op Roll Toilet Tissue (four-pack), Co-op Roll Toilet Tissue (24 pack) and Co-op Roll Kitchen Towel (four-pack). A phased rollout is planned across all of the convenience retailer’s own-brand paper products.
Several brands have rolled out or trialled NaviLens codes on their packaging, among them Kellogg’s, Fruit Shoot, Persil, Müller and Coca-Cola. In September, Heineken-owned Strongbow become the first alcohol brand to add the assistive technology to its packaging.
The technology has also implemented across transport networks – including several UK stations and the Docklands Light Railway – and retail environments around the world to support independent navigation for people with visual impairments.
Of the Co-op partnership, NaviLens CEO Lorenzo Campos said it would “make everyday essential products more accessible”.
“Bringing NaviLens codes to paper goods represents an important step towards a more inclusive shopping experience, enabling blind and partially sighted people to access product information more easily and shop with greater independence, confidence and dignity,” he added.
The convenience retailer worked with its paper goods supplier Wepa on integrating the technology at scale across Co-op’s own brand range.
“We are committed to making everyday products more inclusive and accessible for consumers,” said Wepa UK sales and marketing director Holly Dunning. “Partnering with Co-op and NaviLens on this initiative is an important step forward in helping visually impaired shoppers navigate products more independently and confidently.”
A survey of visually impaired people last year by GS1 UK found 78% think brands and retailers are failing to invest in tech for visually impaired shoppers. Some 83% said information on food packaging is difficult or impossible to access, and 73% of those with sight loss believe little thought is given to designing packaging for people without sight.
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