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Accessibility Toolbar
Author: Andy Walker
25th January, 2007
IMRG, in partnership with Hidden Differences Group, has created a hosted toolbar to help make websites more accessible for shoppers with communication difficulties, disabilities and differences. The toolbar, which contains a suite of accessibility tools to sight and sound enable websites also helps make websites “legally compliant” with the Disability Discrimination Act 1995 said IMRG.
The issue of website usability is handled differently by individual retailers and research by usability companies such as Nomensa report that many e-retail sites are not easy to use and do not measure well against the Web Content Accessibility Guidelines (97% of websites across five sectors in 20 countries). The Disability Rights Commission suggests that in 2003 there were ten million people in the UK with disabilities with an estimated spending power of £80 billion.
This toolbar from IMRG and the launch of its ISIS ‘Safe and Sound’ Campaign will help give access to the internet for many more people - and opens up a “£4+ billion potential market in the UK,” according to IMRG.
Press release follows:
IMRG in association with Hidden Differences Group are launching the ISIS ‘Safe and Sound’ Campaign to open up a £4+ billion potential market in the UK, and make the web available to millions more users and shoppers with communication difficulties, disabilities and differences -some 20% of the UK population.
IMRG, in partnership with Hidden Differences Group, has created a revolutionary solution for helping to make websites more ACCESSIBLE, INCLUSIVE AND LEGALLY COMPLIANT WITH THE DDA 1995. The solution is a hosted toolbar containing a suite of accessibility tools to sight and sound enable websites.
The campaign forms a key part of the ISIS (Internet Shopping Is Safe) trust scheme from the IMRG and is a core part of the ISIS code of practice, together with PAS 78 and The Good Communication Guide, from the Well Adjusted Committee. Reaching The Internet TWENTIs (Twenty% Web Excluded - Not with a Talking Internet) represents a £4+ billion opportunity in 2007 and a socially responsible, major change to internet practice.
IMRG is launching the ‘Safe and Sound Toolbar to extend the usefulness of the ISIS trust mark by adding a range of inclusivity/accessibility and preference tools that will open up the web to millions - and make online shopping a more pleasurable experience for everyone.
Hidden Differences Co-Founder and President, Kevin Thomson says: “The 20% effect alone is significant to all business and marketing departments for many reasons including revenue, return on investment on the marketing spend and of course the customer experience. We believe as great a benefit is the enhanced web shopping experience for everyone. Creating more accessible, inclusive and user friendly sites could add a further 3-5% of revenue from those who have their own communication preferences like being ‘auditory’ rather than ‘visual’, or preferring ‘time-shift’ listening, to make their mind up on the features of various products and services.”
The good news for internet retailers searching to make online shopping an experience that everyone can enjoy is that with text to speech features like ’save to MP3 / iPod’ for ‘listen anytime’ (to the vast content available that people don’t want to read while sat at their computer) news, reports, and the ’small print’ etc, this becomes a huge step closer to a reality.
IMRG estimates the potential market amongst the Internet TWENTIs could be as high, or higher than 10% additional revenue. With UK online shopping sales in 2007 estimated to be worth at £45 billion, this could mean a further £4+ billion of growth this year alone.
IMRG CEO, James Roper says: “Not only is it right and proper that internet retailers comply with the law, ISIS internet shopping code of practice and display corporate social responsibility, but also it just makes fantastic business sense. Who wants to ignore 20%+ of their potential customers and at the same time make shopping and browsing more pleasurable and involving for the other 80%? Our ‘Safe and Sound’ Campaign is launching today with the ‘Safe and Sound’ Toolbar and Trust Mark. I am delighted to say we will also be introducing new and innovative internet tools, training and standards that will further build the customer volumes and experience.”
IMRG believes retailers cannot ignore the Internet TWENTIs - notwithstanding their obligation under the DDA1995 - they certainly wouldn’t want to ignore the customers experience, creating greater loyalty and spend.
RNIB Digital Accessibility, Hugh Huddy says: “RNIB welcomes the accessibility features offered by the Safe and Sound Toolbar. When added to a well designed website, the toolbar offers useful features for users who may otherwise find websites difficult to use, such as having selected sections of the content read out in easily understandable human-sounding speech. Every day, inaccessible website design prevents people with disabilities from using the Web and shopping online. Accessible design means more customers.”
Tesco.com IT New Technologies Manager, Nick Lansley says: “I am delighted that the online retail industry has endorsed the ISIS Safe and Sound toolbar. Such technologies combined with the power of the Internet give disabled people true independence, and allows our industry to reach out to a potential 1.8 million customers who may not be able to visit a physical store. With this technology, everyone wins.”
from: InternetRetailing.net
January 23rd 2007
Entry Filed under: E-commerce News