{"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":"melhorando-a-acessibilidade-como-os-varejistas-podem-melhorar-o-acesso-online-e-offline-para-os-clientes","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/improving-accessibility-how-retailers-can-improve-online-and-offline-access-for-customers\/","title":{"rendered":"Melhorando a acessibilidade: como os varejistas podem melhorar o acesso online e offline dos clientes"},"content":{"rendered":"

Um merceeiro foi citado por n\u00e3o manter uma fila de caixa acess\u00edvel aberta. Uma cafeteria foi multada por n\u00e3o manter espa\u00e7o livre no balc\u00e3o de transa\u00e7\u00f5es. Um restaurante, bar e loja de antiguidades, todos foram citados por se recusarem a permitir a entrada de um animal de servi\u00e7o. Esses s\u00e3o apenas um punhado de locais de varejo que recentemente se estabeleceram com o Departamento de Justi\u00e7a dos EUA por n\u00e3o cumprir as diretrizes do Americans with Disabilities Act (ADA).<\/p>\n\n\n\n

Tamb\u00e9m n\u00e3o s\u00e3o apenas os pequenos varejistas. A cafeteria faz parte de uma grande empresa internacional, enquanto a mercearia tem mais de 400 locais. Os varejistas est\u00e3o enfrentando cada vez mais a\u00e7\u00f5es judiciais relacionadas \u00e0 conformidade com a ADA e n\u00e3o apenas para locais f\u00edsicos.<\/p>\n\n\n\n

Qualquer empres\u00e1rio gostariat para evitar multas e m\u00e1 publicidade. Mas volte um minuto e considere o outro lado da moeda: em um setor em que margens apertadas podem significar a diferen\u00e7a na sobreviv\u00eancia, atender melhor aos <\/span>70 milh\u00f5es de americanos com defici\u00eancia<\/a> faz sentido para os neg\u00f3cios. Tamb\u00e9m pode ajudar a preparar o neg\u00f3cio para o futuro; at\u00e9 2030, 71,5 milh\u00f5es de Baby Boomers ter\u00e3o mais de 65 anos, trazendo necessidades adicionais para acomodar condi\u00e7\u00f5es relacionadas \u00e0 idade.<\/span><\/p>\n\n\n\n

Melhorar o suporte para clientes com defici\u00eancias n\u00e3o \u00e9 algo para enfrentar de m\u00e1 vontade, mas com uma ideia de uma verdadeira vit\u00f3ria para todos.<\/p>\n\n\n\n

Acomoda\u00e7\u00f5es na loja<\/strong><\/h2>\n\n\n\n

Os requisitos da ADA para o local f\u00edsico de varejo s\u00e3o amplos, desde o estacionamento at\u00e9 o caixa. este lista de verifica\u00e7\u00e3o de acessibilidade<\/a> fornece uma excelente vis\u00e3o geral do que \u00e9 necess\u00e1rio em um local f\u00edsico.<\/p>\n\n\n\n

Com esses fundamentos em vigor, considere como oferecer uma \u00f3tima experi\u00eancia para clientes com defici\u00eancia tamb\u00e9m pode beneficiar outros compradores.<\/p>\n\n\n\n

Garantir que os vesti\u00e1rios possam acomodar uma cadeira de rodas significa que todos os compradores se beneficiam o espa\u00e7o adicionado.<\/a> Mover itens mais pesados para prateleiras mais baixas pode ajudar muito mais compradores do que apenas aqueles com problemas de mobilidade.<\/p>\n\n\n\n

\n

Acomoda\u00e7\u00f5es razo\u00e1veis para clientes com defici\u00eancia \u00e9 apenas um bom atendimento ao cliente.<\/p>\n<\/blockquote>\n\n\n\n

Um regular auditoria de estacionamento<\/a> pode revelar se h\u00e1 obstru\u00e7\u00f5es ao longo da rota acess\u00edvel, ou se grandes rachaduras ou \u00e1reas elevadas impediriam o acesso. Embora necess\u00e1rio para a conformidade com a ADA, esse tipo de verifica\u00e7\u00e3o regular pode garantir que o acesso \u00e0 loja seja seguro e forne\u00e7a a primeira impress\u00e3o certa para todos os clientes.<\/p>\n\n\n

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

Uma pessoa com defici\u00eancia visual pode precisar de um balconista para ler um r\u00f3tulo para ela, assim como uma m\u00e3e que briga com dois filhos pequenos pode precisar de ajuda para carregar pacotes at\u00e9 o carro. Que est\u00e1 entregando no experi\u00eancia personalizada<\/a> para ambos.<\/p>\n\n\n\n

Construir uma compreens\u00e3o do atendimento aos clientes com defici\u00eancia em seus padr\u00f5es de atendimento ao cliente<\/a>. O Departamento de Agricultura dos Estados Unidos publicou um diretriz<\/a> para ajudar sua equipe a atender melhor \u00e0s necessidades de clientes com defici\u00eancias espec\u00edficas.<\/p>\n\n\n\n

Ao construir um n\u00facleo s\u00f3lido de especialistas em atendimento ao cliente, certifique-se de que todos os funcion\u00e1rios conhe\u00e7am as regras sobre animais de servi\u00e7o<\/a>, uma vez que essa tem sido uma \u00e1rea recente de aplica\u00e7\u00e3o intensificada.<\/p>\n\n\n\n

Melhorias on-line<\/strong><\/h2>\n\n\n\n

Embora o ambiente f\u00edsico possa trazer mudan\u00e7as dispendiosas se for necess\u00e1ria uma remodela\u00e7\u00e3o, tamb\u00e9m pode ser um pouco mais f\u00e1cil de entender. A conformidade com a ADA \u00e9 espec\u00edfica para acomoda\u00e7\u00f5es mensur\u00e1veis. A internet \u2013 uma \u00e1rea cada vez mais importante para os varejistas \u2013 \u00e9 menos clara.<\/p>\n\n\n\n

O que \u00e9 certo \u00e9 o aumento da litig\u00e2ncia. o Federa\u00e7\u00e3o Nacional de Varejo<\/a> informou em 2018 que o n\u00famero de a\u00e7\u00f5es judiciais da ADA relacionadas a sites estavam \u201cdisparando vertiginosamente\u201d. Em agosto de 2018, A Apple foi processada<\/a> para seu site. O processo alegou que o site da Apple n\u00e3o era totalmente acess\u00edvel a consumidores com defici\u00eancia visual.<\/p>\n\n\n\n

A NRF observa que a ADA foi promulgada pela primeira vez bem antes da internet. Nos anos seguintes, uma s\u00e9rie de decis\u00f5es judiciais federais \u00e0s vezes conflitantes tentaram aplicar as diretrizes da ADA \u00e0 Internet. O Worldwide Web Consortium (W3C), o \u00f3rg\u00e3o regulador da web, desenvolveu seu pr\u00f3prias diretrizes<\/a> para acessibilidade b\u00e1sica da web. Essas diretrizes abrangem tudo, desde design e uso de cores at\u00e9 escolha de palavras de t\u00edtulos e texto de link.<\/p>\n\n\n\n

Em ess\u00eancia, a p\u00e1gina da internet deve ser acess\u00edvel a todos os usu\u00e1rios, independentemente de terem defici\u00eancia visual ou auditiva ou usarem a voz para navegar. Use contraste adequado em cores e descri\u00e7\u00f5es de texto de imagens e v\u00eddeos, por exemplo. Frases CAPTCHA\u2014projetadas para bloquear spammers\u2014podem prejudicar pessoas com defici\u00eancia visual, se nenhuma alternativa de \u00e1udio estiver dispon\u00edvel. O texto do link deve ser espec\u00edfico sobre onde levar\u00e1 o usu\u00e1rio.<\/p>\n\n\n\n

Assim como as melhorias na loja podem beneficiar todos os compradores, essas princ\u00edpios de acessibilidade<\/a> s\u00e3o elementos de um bom web design\u2014e podem melhorar a experi\u00eancia online para todos.<\/p>\n\n\n

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

Conclus\u00e3o <\/strong><\/h2>\n\n\n\n

Lembre-se, cerca de um em cada seis clientes que entram em um local de varejo pode se beneficiar de algum tipo de acomoda\u00e7\u00e3o f\u00edsica ou mental. \u00c9 um grande p\u00fablico para ignorar. E uma grande oportunidade a considerar. Melhorar a experi\u00eancia digital e f\u00edsica para esses compradores, no entanto, pode trazer benef\u00edcios para lojas e clientes.<\/p>\n\n\n\n

Sobre o autor:<\/p>\n\n\n

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

Nicole Leinbach Reyhle \u00e9 a fundadora da Vis\u00e3o de Varejo<\/a> e um autor publicado<\/a>. Ela \u00e9 uma colaboradora frequente do The Today Show, Forbes e in\u00fameras publica\u00e7\u00f5es B2B. Reyhle \u00e9 a porta-voz do Small Business Saturday da American Express e escreve regularmente como l\u00edder de pensamento de varejo para v\u00e1rios recursos do setor.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Um merceeiro foi citado por n\u00e3o manter uma fila de caixa acess\u00edvel aberta. Uma cafeteria foi multada por n\u00e3o manter espa\u00e7o livre no balc\u00e3o de transa\u00e7\u00f5es. Um restaurante, bar e loja de antiguidades, todos foram citados por se recusarem a permitir a entrada de um animal de servi\u00e7o. Esses s\u00e3o apenas alguns locais de varejo que se estabeleceram recentemente \u2026 Continue lendo Melhorando a acessibilidade: como os varejistas podem melhorar o acesso online e offline dos clientes<\/span> \t<\/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 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