The Americans with Disabilities Act (ADA) has been around for nearly 30 years. Although there is virtually no area of American business that has remained untouched by the landmark legislation, retailers especially have to be careful about how they comply with it. Serving the public means accommodating everyone — regardless of their physical limitations.
Even though the majority of store owners intend to comply with the law completely, there are some areas in which they may not be aware they are not in compliance. This can be extremely costly. Retailers can be hit with unexpected lawsuits that can cost them thousands of dollars in legal fees and bad publicity.
Complying with ADA requires a lot of due diligence, but that effort can bring many benefits, as well. For example, displays that are easy to read for those with vision impairments tend to be more eye-catching to everyone. This can lead to greater visibility for a brand and increased business.
If you have questions about how ADA compliance can result in higher profits for your store, read on! Below, numerous important facts and tips you can follow to help ensure you won’t be caught by surprise.
FACTS ABOUT ADA COMPLIANCE
- Approximately 19 percent of Americans — about 50 million people — have some form of disability.
- The Americans with Disabilities Act was signed into law in 1990 and applies to virtually all types of businesses.
- Title III of the ADA specifies that businesses cannot discriminate against customers on the basis of a disability.
- The number of lawsuits related to ADA Title III compliance has increased steadily over the last five years, with more than 7,600 filed in 2017 and more than 9,000 estimated in 2018.
- California, New York, and Florida lead the nation in the number of ADA Title III-related lawsuits.
- It is estimated that such lawsuits cost American businesses $100 million in 2014 alone.
COMMON PITFALLS RETAILERS MAY ENCOUNTER
Not only should there be a certain number of spaces designated for people with disabilities, but they also must meet the specific dimensions detailed by the ADA Accessibility Guidelines. Accessible spaces must be at least 8 feet wide and include a 5-foot-wide access aisle alongside each one.
Automatic or push-button doors are common today, but there must also be a minimum of 32 inches of clean space between the face of the door and the stop on the other side when open to provide access for those using wheelchairs or crutches.
At least one checkout counter in a store must be no higher than 38 inches off the floor to allow easier access for those using wheelchairs.
Failing to provide wide enough walkways between shelving units can put a retailer in danger of noncompliance with the ADA. A minimum width of 36 inches is required. If the aisle is more than 200 feet long, a passing space of at least 60 inches by 60 inches must be provided.
Although many retail stores feature store maps or directories, some forget to use Braille for the visually impaired.
Signs that feature elaborate typefaces or color schemes without enough contrast may be too difficult for those with limited vision to read.
At least one sink in each restroom has to be no more than 34 inches from the floor, and there must be at least 48 inches of clear floor space underneath it. Accessible toilets should be no greater than 19 inches off the floor and grab bars must be provided alongside them.
TIPS FOR COMPLIANCE AND GAINING BUSINESS
Redesign Your Website
Not only will this help ensure that more people who use assistive devices can navigate your site, but it also can make it easier for everyone to use.
Arrange Items by Weight
When you stock the heavier items on the lower shelves and lighter ones on higher shelves, you improve access for those with limited mobility. It also makes shopping more convenient for all.
Larger Dressing Rooms
Accommodating people who use wheelchairs also means spaces that are more comfortable for everyone.
Designing signage with easy-to-read type and contrasting colors not only helps people with limited vision, but it also makes them more eye-catching and attractive.
Compliant IA is a complete retail execution and store communication platform. It runs on smartphones, tablets, and laptops. It combines task management, social collaboration, smart checklists, action plans, and photo verification to ensure store programs are communicated and executed in time, in full, in all locations.
About the author:
Robin Brower is Senior Vice President of Business Development at OPTO, where she leads the design and business development teams. Brower built the design department from scratch in 1983 and has been the organization’s lead designer for the past 35 years.
https://www.ada.gov/reg3a.html#Anchor-18203 | https://www.essentialaccessibility.com/blog/ada-retail/ | https://nrf.com/blog/ada-website-lawsuits-growing-problem-retailers https://www.crowdcontrolwarehouse.com/blogs/blog/ada-requirements-for-retail-stores-setting-your-business-up-for-success