Superdrug introduces new website accessibility features to improve inclusivity

The new update, accessible via an Assist Me tool, gives users access to personalised features such as changing the word or letter spacing for those with dyslexia and style adjustments including high saturation, dark and light contrast and inverted colours for people with impaired sight or colour blindness.

The new feature also allows people with attention deficit hyperactivity disorder to mute sounds, stop animations and activate a highlight focus to help them concentrate on sections of text.

The health and beauty retailer said 70% of people shopping with disabilities abandon their cart due to inaccessibility and that the new features will provide a “fully customisable and personalised experience for all”.

Superdrug’s ecommerce, customer and marketing director Matt Walburn said: “We are thrilled to be updating our ecommerce site with these accessibility tools.

“We believe that true accessibility needs to be both offline and online, and are proud to be one of the major high street retailers who are making ecommerce shopping more inclusive.  

“This technology will allow our customers to modify the website to their own personal needs, helping them to navigate the thousands of health and beauty products we sell with ease, and overall have a more enjoyable online shopping experience.”