"People with disabilities
Wall Street Journal
Read the article. (PDF document)
Retailers often ask: "Why is this 'disabled access' issue so important to my business?"
It's a simple concept really. As simple as A-B-C:
A. Slightly over half of retail businesses in America (about 52% in 2012) are reasonably accessible for most of their customers with disabilities. The rest are NOT. Despite ADA regulations and other "accessibility legislation" there are many places that are still not barrier-free, and some of them may never become truly barrier-free. Obviously, disabled consumers will always prefer to shop with businesses that can accommodate their needs, if they have that choice.
B. Although your retail business may physically be 100% barrier-free in all aspects ... if nobody knows about it, you are destined to LOSE at least 23 PERCENT of your potential TARGET MARKET. Some studies have indicated that you could possibly lose as much as 50 PERCENT or more of potential business you might have gotten, including families, friends, and coworkers of those consumers who are disabled.
C. If you're actively involved with the day-to-day management of a retail business, you already KNOW that keeping a business profitable requires sustained and consistent effort. To survive, you need to keep prospecting new markets to generate new business because your "old" customers cannot and will not continue to be your loyal customers forever.
Now, if you stop and think about all this for a few moments, you will soon REALIZE that some people whom you used to regard as "good regular customers" (maybe as recently as just a few months ago) haven't been in lately.
Have you ever stopped to think about where they went, and why?