21 - 222 Osborne Street South
Winnipeg, Manitoba
R3L 1Z3
Tel.: (204) 452-2576
FAX: (204) 284-1876
E-mail: cacmb@mts.net
Web: www.consumer.ca

1. Marketplace Accessibility in Retail Sector - $23,960

"Physical access to the choice and benefits offered by the retail sector has become a growing concern for those consumers with limited mobility. Universal design principles have begun to be incorporated into the design of new public spaces and the revitalization of existing ones. The key is addressing needs with pleasing design features without singling out or identifying people based on need."

CAC-Manitoba proposes to develop a set of basic modifications, incorporating Universal Design principles that can be used to address some of the design issues raised by consumers. Using the results of focus group discussions, and in consultation with a stakeholder advisory group, CAC-Manitoba will develop a checklist to be used by study shoppers to further confirm and identify mobility issues in retail settings. The checklist will be developed and tested to define the issues presented as well as to determine the viability and overall usefulness of such a tool for measuring the accessibility of a particular retail setting, and for making recommendations to remove barriers. Sixteen retail settings will be selected in each of two major Canadian centers.

CAC-Manitoba research method includes a literature search, three focus group sessions in three different regions of the country, and data collection in two major Canadian centers. The purpose of the focus group will be to aid in the development of a survey which will be formalized into a checklist tool that can be used to analyze existing retail settings or to evaluate the design of new retail projects. The checklist will be tested at 32 retail settings. These will include three Big Box stores (one each of electronics, home improvement, and pet supplies), two large grocery stores, two warehouse type stores (those that carry food along with general merchandise), three department stores, two shopping malls and two retail outlets within each of the mall settings (one pharmacy and one clothing). While the data will be collected in two provinces, national retail settings will be selected for study. CAC-Manitoba will choose national retail settings so as to broaden the scope and benefit of its survey results.

Research design will also include regular consultation with a stakeholder panel made up of representatives from the Canadian National Institute for the Blind (CNIB), the Manitoba League for Persons with Disabilities (MLPD), the Society for Manitobans with Disabilities (SMD), the Manitoba Branch of the Retail Merchants Association of Canada, the Manitoba Society of Seniors (MSOS),and CAC-Manitoba.

Expected outcomes include:

• A better understanding of the consumer issues facing Canadians living with disabilities
• Data to reflect the breadth and prevalence of these consumer issues in the marketplace
• A practical solution in the form of a tool that can be used both to evaluate and to make recommendations for removing barriers in a retail setting

CAC-Manitoba goal for the communications strategy is to raise awareness of these issues amongst as many Canadians as possible, including consumers, government, business and industry. CAC-Manitoba plans to do this using its contacts with the media, its stakeholder organizations, publication in academic journals, public information sessions, and citizen consultations.