Translations

AUCHAN enhances the independance of partially sighted and blind people

6. Clients and consumers

Client and consumer relations

Sector Business / Distribution

Year 2016

Country France

Transmitter

Context

One of the major problems of blind persons is to distinguish products in cupboards. What products are dangerous? How can we recognize the various types of fruit juices or detergents?

Objectives

The satisfaction of all its customers' needs is central to Auchan’s business plan. Regularly listening to them, Auchan has decided to facilitate the autonomy of visually impaired individuals by enabling them to identify products in their homes more easily. This particular offer meets the needs of 20,000* blind people who read Braille in France today and voted overwhelmingly (75%)** for Braille marking on products.

* Source: Ministry of Employment & Solidarity (April 2003)
** Investigation conducted by AUCHAN between July and October 2000 with 500 partially sighted people in Lyon, Rennes, Bordeaux and Paris

APPROACH

In Portugal, France and Spain, AUCHAN branded products are labelled in Braille: more than 2,200 in France, 800 in Portugal and 550 in Spain.
This approach, which was initiated in 1999 on a true partnership basis with the association called “Donne-moi tes Yeux”, and manufacturers and producers has enabled everyone to innovate in its own area of expertise to get round problems related to the manufacturing process and identify the various techniques (embossing, screen printing,etc.) used to insert Braille on materials such as labels, cardboard cases, plastic cups, stickers on bags or bottles.

At the same time, AUCHAN continues its efforts to develop appropriate facilities for this public in retail outlets with notably a person who has been trained well to help and meet the expectations of people with disabilities.
AUCHAN's means for putting in place dedicated to running the partnership of the brand initiated by the DMTY association.
Internal and External Communications: Mailings for supplier's awareness, for manufactures to produce quality Braille. Raising awareness in stores in association with the club "Rik & Rok". Mention in Auchan's annual responsibility report. In partnership with the DMTY association, Auchan performs regular in-store quality controls. Employees with sight impairment verify compliance, in particular using tactile means (quality of product spacing, size, product designation, spelling) on the products. Corrections are introduced, as needed, depending on the observed anomalies.

Best practice awarded in 2004 by Réseau Alliances and updated in 2016.

CONTRIBUTION TO COMPANY PERFORMANCE

AUCHAN , as the first distributor in Europe which initiated this approach, is developing loyalty with a new category of customers and engages its teams in a valuing project.

Benefits

Blind people are more independent at home and feel that their difference is considered.
Package suppliers involved in this project play an educational part with other manufacturers.
The public is made more aware of the problem of partial vision.