RadioShack is deploying web tools to assist vision-impaired shoppers

RadioShack Corp. has announced it will follow guidelines designed to help blind computer users who use screen reader or magnification technology on their computers and who rely on a keyboard instead of a mouse. The company also will install equipment with tactile keypads to protect the privacy and security of visually impaired shoppers at the point-of-sale in physical stores.

The initiative to improve services to customers with visual impairments results from collaboration between RadioShack and the American Foundation for the Blind, American Council of the Blind and California Council of the Blind.

RadioShack joins Amazon.com as two of the largest e-retailers to launch initiatives to assist the vision-impaired. Many e-retailers are examining their web site accessibility in light of a lawsuit against Target charging that its web site isn’t accessible by the blind.

In September, a federal judge ruled that a lawsuit -- filed by the National Federation of the Blind and others -- could move forward. The complaint contends that Target.com violates the Americans with Disabilities Act because it’s hard for the blind to use the site. Target contends it is in compliance with all applicable laws.

RadioShack, No. 181 in the Internet Retailer Top 500 Guide, will design its e-commerce site – RadioShack.com – in accordance with guidelines issued by the Web Accessibility Initiative of the World Wide Web Consortium. The guidelines do not affect the content or look and feel of a web site, but they ensure accessibility to people with a wide range of disabilities.

The point-of-sale devices are expected to be in place by the end of September. The devices, manufactured by Ingenico, have tactile keys arranged like a standard telephone keypad that plug into existing payment terminals. The new units will enable RadioShack shoppers who have difficulty reading information on a touch screen to privately and independently enter their PIN, telephone number and other confidential information.