{"id":6131,"date":"2021-10-26T15:16:04","date_gmt":"2021-10-26T20:16:04","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=6131"},"modified":"2024-09-04T15:46:17","modified_gmt":"2024-09-04T19:46:17","slug":"poprawa-dostepnosci-w-jaki-sposob-sprzedawcy-detaliczni-moga-poprawic-dostep-klientow-online-i-offline","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pl\/improving-accessibility-how-retailers-can-improve-online-and-offline-access-for-customers\/","title":{"rendered":"Poprawa dost\u0119pno\u015bci: jak sprzedawcy mog\u0105 poprawi\u0107 dost\u0119p online i offline dla klient\u00f3w"},"content":{"rendered":"

Przywo\u0142ano sklep spo\u017cywczy, kt\u00f3ry nie utrzymywa\u0142 otwartego pasa kasowego. Kawiarnia zosta\u0142a ukarana grzywn\u0105 za brak wolnego miejsca na ladzie transakcji. Restauracja, bar i antykwariat, wszystkie by\u0142y cytowane za odmow\u0119 wpuszczenia zwierz\u0119cia s\u0142u\u017cbowego do \u015brodka. To tylko garstka lokalizacji detalicznych, kt\u00f3re niedawno rozstrzygn\u0119\u0142y si\u0119 z Departamentem Sprawiedliwo\u015bci USA za nieprzestrzeganie wytycznych ustawy o Amerykanach z niepe\u0142nosprawno\u015bciami (ADA).<\/p>\n\n\n\n

To nie tylko mali detali\u015bci. Kawiarnia jest cz\u0119\u015bci\u0105 ogromnej mi\u0119dzynarodowej firmy, a sklep spo\u017cywczy ma ponad 400 lokalizacji. Sprzedawcy detaliczni coraz cz\u0119\u015bciej staj\u0105 przed procesami s\u0105dowymi zwi\u0105zanymi ze zgodno\u015bci\u0105 z ADA, nie tylko w przypadku lokalizacji fizycznych.<\/p>\n\n\n\n

Ka\u017cdy w\u0142a\u015bciciel firmy chcia\u0142by?t aby unikn\u0105\u0107 grzywien i z\u0142ego rozg\u0142osu. Ale cofnij si\u0119 o minut\u0119 i rozwa\u017c drug\u0105 stron\u0119 medalu: w bran\u017cy, w kt\u00f3rej niskie mar\u017ce mog\u0105 oznacza\u0107 r\u00f3\u017cnic\u0119 w przetrwaniu, lepiej s\u0142u\u017c\u0105c szacowanym <\/span>70 milion\u00f3w Amerykan\u00f3w z niepe\u0142nosprawno\u015bciami<\/a> ma sens biznesowy. Mo\u017ce r\u00f3wnie\u017c pom\u00f3c w zabezpieczeniu firmy w przysz\u0142o\u015bci; do 2030 r. 71,5 mln os\u00f3b z wy\u017cu demograficznego przekroczy 65 lat, co spowoduje dodatkowe potrzeby zwi\u0105zane z warunkami zwi\u0105zanymi z wiekiem.<\/span><\/p>\n\n\n\n

Poprawa wsparcia dla klient\u00f3w niepe\u0142nosprawnych nie jest czym\u015b, z czym trzeba si\u0119 liczy\u0107 niech\u0119tnie, ale z ide\u0105, w kt\u00f3rej ka\u017cdy wygrywa.<\/p>\n\n\n\n

Zakwaterowanie w sklepie<\/strong><\/h2>\n\n\n\n

Wymagania ADA dotycz\u0105ce fizycznej lokalizacji sprzeda\u017cy detalicznej s\u0105 bardzo zr\u00f3\u017cnicowane, od parkingu po kas\u0119. Ten lista kontrolna u\u0142atwie\u0144 dost\u0119pu<\/a> zapewnia doskona\u0142y przegl\u0105d tego, co jest potrzebne w fizycznej lokalizacji.<\/p>\n\n\n\n

Maj\u0105c te podstawy, zastan\u00f3w si\u0119, w jaki spos\u00f3b dostarczanie doskona\u0142ych wra\u017ce\u0144 klientom niepe\u0142nosprawnym mo\u017ce przynie\u015b\u0107 korzy\u015bci r\u00f3wnie\u017c innym kupuj\u0105cym.<\/p>\n\n\n\n

Zapewnienie, \u017ce garderoby mog\u0105 pomie\u015bci\u0107 w\u00f3zek inwalidzki, oznacza, \u017ce wszyscy kupuj\u0105cy korzystaj\u0105 z dodana przestrze\u0144.<\/a> Przenoszenie ci\u0119\u017cszych produkt\u00f3w na ni\u017csze p\u00f3\u0142ki mo\u017ce pom\u00f3c znacznie wi\u0119kszej liczbie kupuj\u0105cych ni\u017c tylko tym, kt\u00f3rzy maj\u0105 problemy z poruszaniem si\u0119.<\/p>\n\n\n\n

\n

Rozs\u0105dne udogodnienia dla os\u00f3b niepe\u0142nosprawnych to po prostu dobra obs\u0142uga klienta.<\/p>\n<\/blockquote>\n\n\n\n

Regularny audyt parkingu<\/a> mo\u017ce ujawni\u0107, czy na dost\u0119pnej trasie znajduj\u0105 si\u0119 przeszkody lub czy du\u017ce p\u0119kni\u0119cia lub wzniesienia utrudnia\u0142yby dost\u0119p. Chocia\u017c jest to konieczne do zapewnienia zgodno\u015bci z ADA, ten rodzaj regularnej kontroli mo\u017ce zapewni\u0107, \u017ce dost\u0119p do sklepu jest bezpieczny i zapewnia w\u0142a\u015bciwe pierwsze wra\u017cenie dla wszystkich klient\u00f3w.<\/p>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Osoba z wad\u0105 wzroku mo\u017ce potrzebowa\u0107 pomocy urz\u0119dnika, kt\u00f3ry przeczyta jej etykiet\u0119, podobnie jak matka k\u0142\u00f3c\u0105ca si\u0119 z dwojgiem ma\u0142ych dzieci mo\u017ce potrzebowa\u0107 pomocy w przewo\u017ceniu paczek do samochodu. To jest dostarczanie na spersonalizowane do\u015bwiadczenie<\/a> dla obu.<\/p>\n\n\n\n

Zbuduj zrozumienie obs\u0142ugi klient\u00f3w niepe\u0142nosprawnych w Twoje standardy obs\u0142ugi klienta<\/a>. Departament Rolnictwa USA opublikowa\u0142 wytyczne<\/a> aby pom\u00f3c swoim pracownikom lepiej zaspokaja\u0107 potrzeby klient\u00f3w z okre\u015blonymi niepe\u0142nosprawno\u015bciami.<\/p>\n\n\n\n

Buduj\u0105c solidny trzon ekspert\u00f3w ds. obs\u0142ugi klienta, upewnij si\u0119, \u017ce ka\u017cdy pracownik zna zasady dotycz\u0105ce zwierz\u0119ta s\u0142u\u017cbowe<\/a>, poniewa\u017c jest to ostatnio obszar wzmo\u017conego egzekwowania.<\/p>\n\n\n\n

Ulepszenia online<\/strong><\/h2>\n\n\n\n

Chocia\u017c \u015brodowisko fizyczne mo\u017ce przynie\u015b\u0107 kosztowne zmiany, je\u015bli konieczna jest przebudowa, mo\u017ce by\u0107 r\u00f3wnie\u017c nieco \u0142atwiejsze do zrozumienia. Zgodno\u015b\u0107 z ADA jest specyficzna dla mierzalnych dostosowa\u0144. Internet \u2013 obszar o coraz wi\u0119kszym znaczeniu dla detalist\u00f3w \u2013 jest mniej przejrzysty.<\/p>\n\n\n\n

Pewne jest zwi\u0119kszenie liczby spor\u00f3w s\u0105dowych. The Krajowa Federacja Handlu Detalicznego<\/a> poinformowa\u0142 w 2018 r., \u017ce liczba pozw\u00f3w ADA zwi\u0105zanych z witryn\u0105 internetow\u0105 \u201eros\u0142a w zawrotnym tempie\u201d. W sierpniu 2018 r. Apple zosta\u0142 pozwany<\/a> na swojej stronie internetowej. Pozew twierdzi\u0142, \u017ce strona internetowa Apple nie by\u0142a w pe\u0142ni dost\u0119pna dla konsument\u00f3w z dysfunkcj\u0105 wzroku.<\/p>\n\n\n\n

NRF zauwa\u017ca, \u017ce ADA zosta\u0142a po raz pierwszy uchwalona na d\u0142ugo przed internetem. W latach, kt\u00f3re min\u0119\u0142y od szeregu czasami sprzecznych orzecze\u0144 s\u0105d\u00f3w federalnych, pr\u00f3bowa\u0142y zastosowa\u0107 wytyczne ADA w Internecie. Konsorcjum Worldwide Web Consortium (W3C), organ zarz\u0105dzaj\u0105cy sieci\u0105, opracowa\u0142o w\u0142asne wytyczne<\/a> dla podstawowej dost\u0119pno\u015bci sieci. Te wytyczne obejmuj\u0105 wszystko, od projektu i u\u017cycia kolor\u00f3w po dob\u00f3r s\u0142\u00f3w w nag\u0142\u00f3wkach i tekst link\u00f3w.<\/p>\n\n\n\n

Zasadniczo strona internetowa powinna by\u0107 dost\u0119pna dla wszystkich u\u017cytkownik\u00f3w, niezale\u017cnie od tego, czy maj\u0105 oni wad\u0119 wzroku lub s\u0142uchu, czy te\u017c u\u017cywaj\u0105 g\u0142osu do nawigacji. U\u017cywaj na przyk\u0142ad odpowiedniego kontrastu w kolorach i opisach tekstowych obraz\u00f3w i film\u00f3w. Frazy CAPTCHA \u2014 zaprojektowane do blokowania spamer\u00f3w \u2014 mog\u0105 przeszkadza\u0107 osobom z wadami wzroku, je\u015bli nie jest dost\u0119pna alternatywa d\u017awi\u0119kowa. Tekst linku powinien dok\u0142adnie okre\u015bla\u0107, dok\u0105d zaprowadzi u\u017cytkownika.<\/p>\n\n\n\n

Tak jak ulepszenia w sklepie mog\u0105 przynie\u015b\u0107 korzy\u015bci wszystkim kupuj\u0105cym, tak zasady dost\u0119pno\u015bci<\/a> s\u0105 elementami dobrego projektowania stron internetowych \u2014 i mog\u0105 poprawi\u0107 jako\u015b\u0107 korzystania z Internetu dla wszystkich.<\/p>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Wniosek <\/strong><\/h2>\n\n\n\n

Pami\u0119taj, \u017ce mniej wi\u0119cej jeden na sze\u015bciu klient\u00f3w wchodz\u0105cych do sklepu mo\u017ce skorzysta\u0107 z pewnego rodzaju fizycznego lub psychicznego zakwaterowania. To ogromna publiczno\u015b\u0107 do zignorowania. I ogromna okazja do rozwa\u017cenia. Poprawa cyfrowych i fizycznych do\u015bwiadcze\u0144 tych kupuj\u0105cych mo\u017ce jednak przynie\u015b\u0107 korzy\u015bci zar\u00f3wno sklepom, jak i klientom.<\/p>\n\n\n\n

O autorze:<\/p>\n\n\n

\n
\"RM-NLReyhle_Headshot_2019<\/figure>\n<\/div>\n\n\n

Nicole Leinbach Reyhle jest za\u0142o\u017cycielk\u0105 Retail Minded<\/a> i opublikowany autor<\/a>. Jest cz\u0119stym wsp\u00f3\u0142pracownikiem The Today Show, Forbes i niezliczonych publikacji B2B. Reyhle jest rzecznikiem American Express's Small Business Saturday i regularnie pisze jako lider my\u015bli detalicznej dla r\u00f3\u017cnych \u017ar\u00f3de\u0142 bran\u017cowych.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Przywo\u0142ano sklep spo\u017cywczy, kt\u00f3ry nie utrzymywa\u0142 otwartego pasa kasowego. Kawiarnia zosta\u0142a ukarana grzywn\u0105 za brak wolnego miejsca na ladzie transakcji. Restauracja, bar i antykwariat, wszystkie by\u0142y cytowane za odmow\u0119 wpuszczenia zwierz\u0119cia s\u0142u\u017cbowego do \u015brodka. To tylko gar\u015b\u0107 plac\u00f3wek handlowych, kt\u00f3re niedawno si\u0119 zadomowi\u0142y\u2026 Czytaj dalej Poprawa dost\u0119pno\u015bci: jak sprzedawcy mog\u0105 poprawi\u0107 dost\u0119p online i offline dla klient\u00f3w<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":6186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174005,677174195],"tags":[677173905,88195,567606362,544636766],"class_list":["post-6131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to","category-accessibility","tag-ada-compliance","tag-customer-experience","tag-disabilities-compliance","tag-store-accessibility"],"yoast_head":"\nImproving Accessibility: How Retailers Can Improve Online and Offline Access for Customers<\/title>\n<meta name=\"description\" content=\"Improving support for customers with disabilities is not something to tackle grudgingly\u2014but with an idea of a true win-win.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/pl\/poprawa-dostepnosci-w-jaki-sposob-sprzedawcy-detaliczni-moga-poprawic-dostep-klientow-online-i-offline\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improving Accessibility: How Retailers Can Improve Online and Offline Access for Customers\" \/>\n<meta property=\"og:description\" content=\"Improving support for customers with disabilities is not something to tackle grudgingly\u2014but with an idea of a true win-win.\" \/>\n<meta property=\"og:url\" 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