Increase Your Access, Increase Your Profits. A Resource for Business Owners

Transcription

1 Increase Your Access, Increase Your Profits A Resource for Business Owners A Woodstock Accessibility Advisory Committee Publication Updated June 2013

2 The Profitability of Accessibility The Royal Bank has estimated that persons with disabilities across Canada have a consumer spending power of approximately $25 billion a year. On average, one individual can influence the spending habits of additional Canadian consumers. Persons with disabilities are under marketed to and an under-served consumer group which can provide lucrative opportunities for a smart business. There are 1.85 million Ontarians with disabilities, and 3.6 million in Canada. With an aging population, the number of Ontarians with disabilities will continue to increase. By 2025, one in five Ontarians (20%) are projected to be aged 65 and older; with almost 40% of people over the age of 65 having a disability of one form or another. Increasing accessibility allows for a high return on investment because you are providing customer satisfaction and good service!

3 Increase Your Customer Base With projections indicating that the number of individuals with disabilities will rise over the next few years, can you really afford to be inaccessible? Not only are you isolating a segment of society, you may risk losing customers you currently have. Persons With Disabilities In Canada Have A Purchasing Power Of Nearly $25 Billion a Year It only makes sense to welcome as many clients as possible into your business. Barriers to access (both physical and service-wise) immediately limit your potential client base. Some facility expenses can actually generate new revenue. Although the payoff could be long term and not readily visible, increasing access is a benefit to a company, its customers, and the general population. Furthermore, new standards proposed by the Accessibility for Ontarians with Disabilities Act, 2005, may mandate that your business be accessible. Visit accessibility/

4 Are You Missing Potential Customers? Making a more accessible facility benefits everyone, not just individuals with disabilities. Mothers with babies and young children, families, and business owners all benefit from increased accessibility. Here are some more tips: Having a family washroom instead of a separate accessible washroom allows those with disabilities and opposite-sex parents or caregivers of small children easy access. Large print menus and signage are beneficial to many older adults as well as other individuals with reduced vision. Having seating available allows individuals who have difficulty standing for long periods of time or become easily tired an opportunity to rest. Having clear icons along with text labels on products or services helps individuals with print and intellectual disabilities, children, and people who are not fluent in English. Having aisles free of displays or clutter makes it easier for those with visual or mobility impairments and mothers with strollers to access your business. It also helps to prevent adults and children from accidentally knocking displays over.

5 Customer Service Providing equal customer service is just as important as making your business physically accessible. If you feel awkward or unsure of how to interact with a person with a disability, here are some simple tips: Treat people with disabilities with the same respect and consideration you have for everyone else. Don t make assumptions about what type of disability a person has. Some disabilities are not visible. Take the time to get to know your customers needs. Be patient. If you're not sure what to do, ask your customer, "May I help you?" If you can t understand what someone is saying, just politely ask again. Ask before offering help; don t just jump in. Your customers know how you can help if they need it. Look at your customer, but don t stare. Speak directly to person with disabilities, not to their interpreter or someone who is with them. Don t touch or address service animals they are working and have to pay attention to their handler at all times. Ask permission before touching a wheelchair or piece of equipment. Every business should have emergency procedures for customers including those with disabilities. Make sure you and your staff know what they are. To learn more visit the How to Welcome Customers with Disabilities on the Ministry of Community and Social Services Website at understanding_accessibility/videos_stories_tips.aspx

6 Accessibility Checklist 1. Do your premises have automatic doors and level access to the entrance? 2. Do you have parking space reserved for people with disabilities? 3. Is your building entrance free of steps or have ramps? 4. Are hallways and aisles clutter-free and washrooms accessible? 5. If you are a multi-level facility, is there an elevator or chair-lift? 6. Are your employees comfortable serving customers with disabilities? 7. Are signs easy-to-read and in large type? 8. Do you have a TTY (telecommunication device for people who are deaf or hard of hearing) number? 9. Are you prepared to interview a job applicant who may need accommodation? 10. When planning new initiatives, do you consider the needs of people with disabilities? 11. If your business is accessible, have you placed the international symbol of accessibility in your windows and advertisements? For more information on how you can make your business accessible check out Accessibility and Your Business at accessibility/understanding_accessibility/ making_buildings_accessible.aspx

7 Improving Access According to Statistics Canada, approximately one quarter of Canadians (24%) and Americans (25%) report having a degree of mobility limitation that affects their everyday lives. Easy Improvements for the Mobility Impaired Avoid the use of floor mats when possible. Avoid having displays or clutter in the aisles. Avoid shelving that is near the ground or up high as it is inaccessible to individuals who can t reach or stoop, or have difficulty doing so. Keep items at the front of shelves so the distance required to reach is minimized. If seating is available, include room for accessible seats. It is advantageous for your business to accommodate people of all ages. Providing accessibility can also create a positive corporate image and deliver a favourable message about your company.

8 Improving Access More than 600,000 Canadians live with a vision problem uncorrectable with ordinary lenses. With our aging population, this number will increase dramatically over the next 10 years. 90% of the CNIB s clients have partial vision. 800,000 Canadians have severe enough vision loss to make conventional print material inaccessible, even with corrective lenses. Easy Improvements For the Visually Impaired Enlarge signage or have large print alternatives. Provide important information in a Braille format. Follow CNIB s Clear Print Guidelines for any written promotional material. Keep all aisles clear. Avoid floor mats as they pose a tripping hazard. Keep your establishment well lit. Provide web information in a text-based form to allow for use with reading software. Ensure signage lettering and background colours feature a strong contrast. To learn more about accessibility features for those with visual impairments check out the CNIB website at

9 Improving Access 350,000 Canadians are classified as deaf. Well over 1 million Canadians suffer from a hearing related disability. Hearing loss is the fastest growing disability in North America. Easy Improvements For the Hearing Impaired Make sure your establishment is well lit so that lip-reading or speech reading can take place. Have key phrases or terms written down. Maintain eye contact when speaking to a person with hearing loss and keep obstacles away from your face. Ask how you can help, but never shout. Attract the individual s attention before speaking; wave your hand, for example. Make sure you have pamphlets or other written material explaining all important information. Have visual alarms in addition to audio ones to alert individuals to emergency situations To learn more about accessibility features for those with hearing loss check out the Canadian Hearing Society website at

10 Improving Access Studies show that nearly one million individuals in Canada have an intellectual or learning disability. Easy Improvements For the Intellectually Impaired Do not make assumptions about individuals. Use simple words and short sentences, and avoid talking down to the individual. Provide information one part at a time to make it easier to follow. Be polite, patient, and speak directly to the individual rather than someone who is with them. Make sure the individual understands what you have told them. If you are unsure of what they are asking or telling you, let them know. Let the individual complete all thoughts, do not try to complete thoughts or sentences for them. To learn more about those with intellectual impairments check out The Learning Disabilities Association of Ontario at

11 Your Website Access is Profitable Having an accessible website will: 1. Make you more money 2. Save you more money 3. Be much more compatible for use on other devices, such as PDA s and cell phones The fact is, an accessible website: Can reach a larger potential client base Will be more search engine friendly Will be easier to use by all Will download much faster Will be easier to manage Will be compatible with new browsing technologies What s Important The two most important factors that should be considered when designing a website are: 1. Use of Understandable content 2. Ease of navigation To learn more about creating an accessible website check out the World Wide Web Consortium website at

12 Financial Assistance Revenue Canada Agency Under the Income Tax Act, 20(1) (qq) and 20(1) (rr), the Federal government allows businesses/ commercial building owners to deduct the amount they paid during the taxation year to make renovations or alterations to a building that enables individuals who have a mobility impairment gain access to the building or to be mobile within it. For further information, contact Canada Revenue Agency: or Non-Profit Sector Service Clubs The Lions Club, Kiwanis Club, Optimist Club, Independent Order of Odd Fellows, Kinsmen/ Kinnettes, and Imperial Order Daughters of the Empire (IODE) are some organizations that may be able to provide assistance to support accessibility initiatives. For more information on funding that may be available to your business, check out Financial Assistance that May Help Make Your Organization Accessible at accessibility/customerservice/ fin_assis_busaccess.htm

13 Service Animals Service dogs are trained to assist those with a wide variety of mobility impairments and other hidden disabilities, such as seizures, psychiatric disorders, life threatening medical problems, or chronic pain. Service dogs help individuals with disabilities function with greater self-sufficiency, prevent injuries, and summon help in a crisis. Any dog is a service dog provided that: It is readily apparent that the dog functions as a service dog for a person with a medical disability or The individual requiring the dog can provide, on request, a letter from a physician or nurse confirming that person requires a service dog. Businesses that have policies that do not allow for animals must make exceptions for service animals. It is against the law to discriminate against any individual who requires a service dog, or to deny that individual or animal access to a premise, building, good or service.

14 More Information Accessibility for Ontarians with Disabilities: Accessibility Directorate of Ontario or (TTY) index.aspx Canadian Hearing Society: London Regional Office or (TTY) City of Woodstock or (TTY) CNIB: Ontario Branch Office for Disability Issues (Gov. of Canada) or (TTY) The Learning Disabilities Association of Canada

15 More Information Woodstock Accessibility Advisory Committee Contact Amy Humphries at ext World Wide Web Consortium Publications Accessibility Plan for the City of Woodstock Available online at cityofwoodstock.ca/index.php? option=com_content&view=article- &id=632&itemid=532 Or by visiting City Hall at 500 Dundas St. The Disability Etiquette Publication United Spinal Association available through

16 A Woodstock Accessibility Advisory Committee Publication Updated July 2012 City Hall 500 Dundas St. P.O. Box 1539 Woodstock, Ontario N4S 0A7 Telephone: