Blog B: Podcast mit Anja Borberg (EN)
Podcast: Accessibility in Retail – Obligation, Opportunity or Both?
Since 28 June 2025, the European Accessibility Act (EAA) has been in force in all EU countries by national laws. The latter not only apply to public authorities but also to businesses – from large corporations to small independent retailers – requiring them to make their products and services accessible to everyone.
What does this mean in practice?
Dr Eckert explains what this actually entails. Accessibility is not just about online shops but also about digital systems in physical retail spaces – such as self-checkout stations, payment terminals, information kiosks and ticket machines. The aim is for everyone – regardless of physical, sensory or cognitive limitations – to be able to use these devices independently.
It is not only people with disabilities who benefit. Older adults, pregnant women, parents with pushchairs and those with limited dexterity also gain from more accessible technology. The EAA represents a move towards a more inclusive society, where technology excludes no one and offers equal access for all.
How can touchscreens be made accessible?
In the discussion, Dr Eckert explains why touchscreens cannot be operated directly by blind people – and what can be done to overcome this barrier. Through the use of assistive technologies such as audio output via headphones, tactile cursor controls and acoustic feedback, devices can be adapted so that blind or visually impaired users can interact with them effectively.
This requires tailored software, additional interfaces and a shift in design thinking – but it works.
When understanding becomes the barrier
Another key topic is cognitive accessibility – for example:
- learning difficulties
- dementia
- dyslexia, or
- limited reading and comprehension skills
According to research from Maastricht University and Eurostat, between 20 and 45 per cent of adults in Europe have difficulties reading and understanding digital content. Dr Eckert emphasises that clear, simple design is essential here – for instance through plain language, structured menus and sufficient time for user decisions at terminals.
Motor skills and colour perception also matter
Many barriers arise unintentionally – for example through colour vision deficiencies or restricted motor skills. Dr Eckert gives practical examples: when red and green symbols are the only indicators on a terminal, it becomes problematic for people with colour blindness.
Similarly, very small buttons or overly sensitive touchscreens can create difficulties for older or less dexterous users. Solutions include larger input elements, tactile feedback, and ergonomic layouts designed in line with the EN 301 549 accessibility standard.
Small retailers, big opportunities
Dr Eckert sees particular opportunities for small and medium-sized retailers. They are closer to their customers, can respond In this episode of the podcast “handelkompetent”, host Anja Borberg talks with Dr Rainer Eckert (Retail Engineering) about accessibility in retail – and why it is far more than just a legal requirement.
quickly and implement changes more flexibly.
Accessibility can therefore become a genuine competitive advantage – building trust, opening new customer segments and showing that customer focus truly matters.
He encourages companies to turn affected people into active participants – involving people with disabilities directly in the design and testing of new systems.
Only through this collaboration can solutions be created that genuinely work in everyday life.
Looking ahead
Compared with countries such as the United States or South Korea, accessibility in retail is already more established there. In Europe, the topic is still at an early stage.
However, the EAA and its transposition into national laws in each of the EU member states mark an important step in the right direction.
Dr Eckert is convinced that accessibility will soon become second nature. The earlier companies embrace this topic, the greater the benefits – both for their customers and for their brand.
His key message
“Accessibility is not a burden – it’s an investment in the future.
When we design technology for everyone, everyone benefits in the end.”
Podcast duration: approx. 30 minutes
Language: German
Podcast series: handelkompetent – Mittelstand-Digital Zentrum Handel
Guests: Dr. Rainer Eckert (Retail Engineering), Anja Borberg
Link to Podcast