Debenhams Launches Personal Shopping Service For Blind Customers

What a brilliant idea! Thanks Debenhams… I know where I’ll be going next time I need to buy clothes!

I must also send out a special big thanks to Gok Wan for inspiring the idea with his brilliant programme from 2010, How To Look Good Naked With A Difference.

Buying clothes has never been so easy. You can pick them up at the supermarket, buy online from the comfort of your own home and even try clothes on virtually through one of the increasingly inventive retail websites and mobile phone apps.

But one category of shoppers, the blind and partially blind, could be forgiven for feeling left behind… until now.

Debenhams has become the fist high street chain to offer a tailored shopping service for its customers who have limited sight.

The difficulties associated with buying clothes when you cannot see were highlighted last year when Di Cram, who is blind, starred on Gok Wan’s show How To Look Good Naked.

Her style makeover encouraged Debenhams to work on a new way of helping their more marginalised customers.

The chain’s personal shoppers have been trained to provide as much help as possible to the blind and partially sighted.

They worked with the Royal National Institute of Blind People (RNIB) to identify the main obstacles faced by customers.

During the training process, Debenhams workers used glasses which imitate various levels of sight loss that include cataracts and macular degeneration.

They were also taught to describe the difference in look, touch and function of different fastening methods and how to communicate sensitively yet effectively to the customer.

Soleta Oliver, Debenhams Commercial Manager for Store Services, said: ‘We are passionate about diversity at Debenhams, and wanted to create something inclusive yet fabulous.’

‘The service acts to make shopping an accessible and enjoyable experience for every single person that comes into our stores.’

‘Working with RNIB together with blind and partially sighted consumers has been invaluable. They have been instrumental in this service, and have contributed to the shape and style of how the appointments will run.’

Lesley-Anne Alexander, Chief Executive of RNIB added: ‘Our own research shows that 76 per cent of blind and partially sighted people find shopping to be difficult or impossible, so clearly there is a desperate need for this service.

‘We’re delighted that Debenhams is the first retailer to offer a service for blind and partially sighted shoppers, and hope that this urges other retailers to follow suit.’