Disabled people as target group – Misunderstanding #3

This is not our target group!

 

Disabled people are not our target group? Of course, we cannot expect to sell our products or services to customers, who can only use them with difficulty or not at all. In doing so, we are often guided by false assumptions:

 

Misinterpretations

“In 30 years I haven’t had a single wheelchair user as a guest!” says the hotelier. So he sees no reason to renew his bathrooms, where you still have to climb into the bathtub to shower.
“People with impaired vision can request an employee,” says the supermarket manager. He does not understand that having to ask for help from third parties is not a good solution for disabled people. Especially when these employees are stressed, impatient and untrained. Because accessibility means that disabled people can use a product or service independently, without outside help.

When it comes to accessibility, many companies choose simple-looking solutions that are often unsuitable for disabled people. They interprete the lack of real accessibility as lack of interest from customers. You can find examples of stylish, chic accessibility solutions here.

 

Successful strategy

As with any new customer segment, the target group “disabled people” requires a professional approach:
Research potential, identify problem areas, study requirements, obtain specialist knowledge from experts. And only then develop suitable offers.
And of course, actively market these new, customer-friendly offers to all customer groups. Because we are not (only) thinking of disabled people! We are (also) thinking of the 65+ generation, of young families and of all customers who enjoy extra comfort.

 

Target group-oriented wording

For example, the new, large, level showers offer a lot of comfort for the elderly, safety for children, extra luxury for business people and cool design for Millennials. Above all, for disabled people with limited mobility, it’s the basic requirement to take advantage of what you have to offer: Accessibility without barriers!

In 2020, 25% of the EU population will be over 65 (source: Eurostat)

 

Conclusion: The more our societies age, the more people value accessibility!

 

 

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Comments

2020 schreibt () :

Why people still make use of to read news papers when in this technological world everything is presented on web?

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Barbara schreibt () :

I guess it is a habit. But a lot of information is still not available online or hard to find. Just think of signage and info boards, food labels, etc.

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