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Target expands Aira service for blind and low-vision customers

Tool to help create inclusive experiences for guests rolled out at 600 retail locations

Michael Browne, Executive Editor

December 9, 2019

2 Min Read
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Steve Decker, lead consultant on Target's accessibility team, worked on the retailer's rollout of the Aira service for blind and low-vision customers.Target

Minneapolis-based Target Corp. has expanded a pilot program to 600 stores to offer a free service called Aira for those customers who are blind or have limited vision.

Aira connects blind and low-vision guests with trained agents who act as visual interpreters. Following a successful pilot that began last year, Target launched the service to the additional 600 stores across the U.S. in November. 

According to Target, the partnership with Aira allows it “to make a real difference in blind and low-vision guests’ shopping experience, but it’s also building on Target’s journey to create a deep foundation of accessibility.”

The project was developed by Target’s accessibility team, including lead consultant Steve Decker — who’s blind himself — and others at the retailer’s headquarters in the U.S. and India. The team members couple their diverse backgrounds along with their own experiences with disabilities to champion accessibility in Target stores and online

“Each day, I have an incredible opportunity to help make Target even more welcoming and inclusive,” said Decker. “I get to turn my personal experiences into solutions that not only make daily tasks easier, but bring a little extra everyday joy to even more guests, no matter how they shop.”

Related:Target expands curbside to more than 1,550 stores

Aira services are now available at Target stores in 13 major markets, including Minneapolis-St. Paul, New York, Los Angeles, Dallas, Philadelphia, Boston, Seattle, Houston, Denver, Baltimore, Austin, Washington D.C. and the San Francisco-Bay Area. Once in an Aira-enabled store, guests can use their smartphone or Aira smart glasses to access the app. Aira is available free of charge as long as guests are in the store, with no limit on call time. 

Customers can download the Aira app at aira.io/app and complete a brief registration. They can then select “Call Using a Free Offer” to access a list of nearby Aira access locations.

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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