Retailers’ legal responsibility to disabled customers

Retailers must not discriminate against any customers using their service either in-store or online. This legal requirement still applies during the coronavirus pandemic, when many retailers will be adapting how they deliver their services due to social distancing and online delivery slot pressures.

This guide is a reminder of:

• your legal responsibilities to customers to make sure you are not discriminating
• your obligations to provide reasonable adjustments for disabled customers 

Four steps to ensure you are making reasonable adjustments

Step 1. Provide a service that meets all customer needs

• Be aware that the law protects customers from direct and indirect discrimination
• You must make adjustments for disabled people to use your service, where reasonable

Step 2. Plan ahead for your customer needs

• You must anticipate and prepare in advance to meet the needs of disabled customers
• Consider and make changes to your store's policies, procedures and physical environment

Step 3. Communicate with your customers

• Tell them about the support available through different forms of communication
• Ask them if they need extra support
• Keep in mind that some customers may need you to remove your face mask if they lip read

Step 4. Provide staff training

• Show staff how to help customers shop safely while social distancing
• Ensure they can support customers with a range of impairments, including less visible disabilities
• Explain government guidelines on face coverings to make sure they don’t discriminate against disabled people

Why this is important

If you make decisions that discriminate against customers with protected characteristics, such as older or disabled customers, you may be at risk of:

• having a claim brought against you
• costly compensation fees
• reputational damage

Following equality law helps you as a retailer to contribute to a fairer society where everyone is valued and has the same access to services.

Good retailers not only understand the ethical case for providing reasonable adjustments, but they also know that it brings financial rewards by expanding their customer base.