The Perfume Shop transforms digital experience with new accessibility features | Retail Bulletin

HEALTH AND BEAUTY NEWS

The Perfume Shop, the UK’s largest fragrance retailer, has introduced and implemented new personalised website accessibility features to make online fragrance shopping more inclusive and accessible for people with disabilities.

Over 1 billion people are known to have an impairment that affects their ability to use the internet, yet over 70% of digital content is not accessible.

Now, customers with visual, hearing, physical, and cognitive needs can make multiple content, style, and navigation adjustments during their journey on The Perfume Shop website as they have partnered with CityMaaS. The Perfume Shop is continuing to enhance its offline and online offering to bring its shoppers a market-leading and integrated experience with fragrances.

Partnering with CityMaaS, the new website function with the Assist Me Tool plug-in enables pre-set personalised assistance levels and accessibility enhancements to ensure customers can access and interact with the online website. Customers can use the accessibility toolbar for configurations depending on their individual needs if they have visual, hearing, physical, or cognitive impairments to help them shop confidently for their favourite fragrances.

This includes content adjustments, such as changing word or letter spacing for those with dyslexia, and style adjustments, presets for assisting individuals who have hearing issues by showing transcripts for video assets. It also includes high saturation, dark and light contrast, and inverted colours for people with impaired sight or colour blindness. Changes can also be made to the navigation of the website where visitors can mute sounds, stop animations, and activate a highlight focus to help them concentrate on sections of text, which is helpful for people with Attention-Deficit/Hyperactivity Disorder (ADHD). The enhanced shopping tool also allows customers to search terms and phrases unknown to them.

Earlier this month, the new accessibility tool was reported as a huge success for The Perfume Shop, generating an impressive £600,000 in revenue from icon clicks, with most users coming from paid search and organic channels.

It was also reported that the new website function was a huge success, with customers clicking through to the product detail pages and product listing pages where users can make visual adjustments.

The most popular features thus far have been changing fonts and emphasising links. These fantastic results highlight the positive impact on user experience and overall revenue growth.

Laura Wilkinson, Online Business Director from The Perfume Shop said, “We believe that all our customers should be able to have an easy and enjoyable experience when they are shopping with us online and offline. By partnering with CityMaaS, our online customers will be able to adjust their experience on our website to meet their personal needs.

We are delighted that this will help more of our customers to enjoy exploring the world of perfume and find their perfect scent in a more inclusive online shopping experience.”