Retailers are investing heavily in self-order kiosks, self-checkouts, mobile apps and checkout-free shopping. The objective is clear: make shopping faster and more convenient.

But by simplifying the experience for the majority, are we making it more difficult for part of our customer base?

In this new episode of The Retail Influencer by 20/CENT Retail, Vincent Panneels and Elisa Servais explore one of retail's growing challenges: inclusion.

Through real-life examples from H&M, Exki and China, as well as inspiring initiatives from Carrefour, IKEA, LEGO and the Dutch "chat checkouts", they explain why the real challenge is not choosing between technology and human interaction, but offering enough options to meet the diverse needs of customers.

Inclusive design is not only about people with disabilities. It also considers older shoppers, tourists, neurodivergent customers, people experiencing loneliness, visually impaired or dyslexic consumers and, ultimately, anyone who may face barriers during their shopping journey.

Inclusion does not necessarily require major investments. Training employees, offering multiple ways to interact, adapting services or simply rethinking the customer journey can already make a significant difference.

The message is straightforward: technology is a powerful tool, provided it serves every customer.

Key takeaways

• Simplifying the customer journey should never exclude part of your audience.
• Self-order kiosks and self-checkouts should remain an option, not an obligation.
• Inclusion goes far beyond disability and concerns every stage of life.
• Inclusive design starts with empathy and a genuine understanding of customers' needs.
• Technology can improve inclusion when implemented thoughtfully.
• Silent shopping hours, chat checkouts and sensory support kits demonstrate that practical solutions already exist.
• Many improvements are inexpensive: staff training, clearer communication and offering alternative customer journeys can already have a major impact.
• Better inclusion also strengthens customer loyalty and enhances a retailer's brand image.
• The first step is simple: stop avoiding the topic and start educating your teams.

Listen to the full conversation in the latest episode of The Retail Influencer by 20/CENT Retail and discover why inclusion could become one of retail's greatest competitive advantages in the years ahead.

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