Co-op has launched a new UK-first supermarket feature designed to make shopping easier for blind and visually impaired customers.
The retailer has introduced NaviLens technology across products in its own-label paper goods range.
The move marks a first for UK grocery retail and aims to help customers identify products and shop more independently.
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Shoppers will now be able to find NaviLens codes printed on Co-op Single Roll Kitchen Towel, Toilet Tissue and Roll Kitchen Towel products, as reported by What’s The Jam.
The high-contrast codes can be detected using the free NaviLens smartphone app.
Unlike traditional QR codes, they can be scanned from further away and at wider angles.
It means customers do not need to know exactly where a code is positioned on the packaging before scanning it.
Once detected, the technology provides audio information about the item to help visually impaired shoppers identify products on supermarket shelves.
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Information can include the product name, a description and other details designed to support customers when making decisions in-store.
Co-op says the technology could allow blind and partially sighted shoppers to navigate their shopping with greater independence.
Janet Lawrence, technical manager at Co-op, said: “This initiative is an important step in paving the way for future innovation in grocery retail, demonstrating how technology can be used to create a more inclusive shopping environment and improved experience for blind and visually impaired customers.”
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The rollout sees the retailer partner with NaviLens on the accessibility technology.
Lorenzo Campos, CEO of NaviLens, said: “At NaviLens, we are proud to partner with Co-op on this initiative to make everyday essential products more accessible.
“Bringing NaviLens codes to paper goods represents an important step towards a more inclusive shopping experience, enabling blind and partially sighted people to access product information more easily and shop with greater independence, confidence and dignity.”
The technology is printed directly onto product packaging and is designed to make information easier to access through a smartphone.
Co-op said the launch demonstrates how new technology can be used to improve the supermarket experience for blind and visually impaired customers.
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