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Targeting New e-Commerce Customers

By Stanley P. Jaskiewicz
November 28, 2006

Today, no one can ignore our society's commitment to provide the disabled as much access to public life as possible. From user-friendly parking spots to Braille-enabled touch pads to omnipresent curb cuts ' to cite just a few common examples ' the American ideal (if not always the practice) is clearly equal access.

In this holiday season, certainly that commitment extends to shopping. Major retailers, from Wal-Mart to Target to Toys R Us, all proclaim the accommodations available to the disabled at their stores in their print ads. Toys R Us even trumpets a special catalog for 'differently-abled kids' on its home page; after all, children enjoy presents ' and fantasizing about them ' whether or not they have a disability (see, http://toysrus.richfx.com/catalog_toysrus/diffabled_06_t/diffabled_06_t.html).

Unfortunately, our society did not always devote all this attention to the disabled. Instead, these retailers' physical stores are all so-called 'public accommodations,' which must be made accessible to the disabled under the Americans with Disabilities Act (ADA) (see, www.ada.gov/t3hilght.htm).

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