18 April, 2006 Dear Sir,
What a shame that a major brand such as River Island, and their design agency, have failed to make their site more accessible - and at a time when it is such a hot topic.
We are currently seeing many high street names investing heavily in improving access across their business, not just the physical elements. This includes three year ad campaigns aimed specifically at disabled people through the only nationwide source of access information, which also happens to be one of only a handful of sites that have obtained the RNIB’s “See it Right Accreditation.” These major names, including Gap, Selfridges and The Officers Club have realised that investment in physical change isn’t enough; their marketing strategy also needs to be accessible.
Up to now, too many companies have focused on improving their premises, without bearing in mind that their marketing also needs to be accessible enough to drive the customers to the door in the first place.
Focus needs to shift from being purely about the physical, to all elements of the marketing mix, including banner adverts, e-mail campaigns and of course websites; not to mention the more traditional advertising channels. What is the point in creating a website or new media campaign if millions across the UK can’t appreciate it?
Grant Kennedy, chief executive, directenquiries.com