What if you could make your store feel more welcoming while also reducing friction that quietly drives shoppers away? An inclusive retail experience helps more people shop with confidence, comfort, and dignity across every touchpoint—from store layout and staffing to product assortment, checkout, and digital tools.
Key Takeaways
- Inclusive retail goes beyond representation by removing practical barriers in staffing, store design, product selection, service, and communication.
- Small operational changes, such as flexible feedback channels and clearer signage, can make shopping easier for customers with different needs and preferences.
- Training staff and measuring outcomes helps retailers turn inclusion from a brand message into a consistent in-store experience.
- Digital accessibility and pre-visit information matter because inclusion starts before a shopper ever walks through your door.
When Kindra Roberts went shopping for gear for a ski trip, she had trouble finding clothing in her size. When she did find snow pants that fit, the retailer offered only one lackluster color. I wanted to wear something fun, like lime green pants and a pink jacket,
says Roberts. An avid skier since the age of four, the gear also didn’t match the level of functionality she expected.
The experience led Roberts in to create Alpine Curves, a plus-size outerwear and hiking gear company for women. The start wasn’t easy. I went to the Outdoor Retailer show, and it was very disheartening. I had the door shut on me by [many] manufacturers. A few said they didn’t want their image [represented] by someone that looks like me.
Unfortunately, Roberts’ experience isn’t unique. Retailers often fail to make shoppers feel included, especially in their physical stores.
An inclusive retail experience makes it easier for more people to shop with confidence, comfort, and dignity across every touchpoint. That includes staffing, store design, product assortment, fitting rooms, checkout, customer service, and digital accessibility.
It’s true that in recent years, retailers have made diversity, equity, and inclusion (DEI) a top priority. Companies have committed to increasing representation across their marketing campaigns and business functions.
- Diversity in marketing campaigns
- Representation across business functions
- Accessibility improvements in stores and online
Yet representation and accessibility are not always synonymous with inclusion. Shoppers are going to come from different backgrounds and may have different incomes, needs, and abilities, says Alexa Heinrich, Digital Marketer and Creator of Accessible Social.
- Different cultural and language backgrounds
- Different income levels and shopping priorities
- Different physical, sensory, and cognitive needs
Brands must ensure that DEI initiatives create an inclusive customer journey. The store experience should reflect a retailer’s commitment to diversity, equity, and inclusion.
Diverse shoppers and the retail experience
In Sephora’s Racial Bias in Retail study, conducted in partnership with Open to All, two out of five shoppers reported experiencing discrimination based on race or skin color. This includes being followed by staff, ignored, denied discounts, and mistaken for sales associates.
Additionally, retailers across categories often take part in Pride celebrations. Yet GLAAD’s consumer research found 71% of Americans say companies should have the freedom to participate in Pride Month, underscoring how visible inclusion remains an important part of the shopping experience.
A Center for American Progress survey found that 47% of LGBTQI+ adults reported experiencing discrimination in the past year, reinforcing why inclusive retail policies and staff behavior matter beyond seasonal campaigns.
Shopping can also be a challenging experience for those who identify as neurodiverse. The term refers to the diversity of the human brain and the different ways people think, process, learn, and behave.
- Differences in communication styles
- Differences in sensory processing
- Differences in learning, attention, and behavior
One place where retailers are far behind is how they interact with disabled guests, including those with invisible disabilities,
says Jessica Michaels, a Neurodiversity Consultant and Coach.
The importance of inclusion in retail
Inclusivity isn’t only a reflection of a broader social justice movement; it’s a growing consumer expectation. According to McKinsey’s report The rise of the inclusive consumer, two-thirds of Americans said social values shaped their shopping choices.
This sentiment is even more important for younger consumers. McKinsey reported in that 75% of Gen Z consumers said they would not buy from a brand that runs ad campaigns perceived as macho, racist, or homophobic.
For Mon Balon, Founder and CEO of Plus Snow, inclusivity is an opportunity to drive brand loyalty.
It’s the biggest market opportunity,
she says. Balon is referring to underserved shoppers, such as plus-size, disabled, LGBTQ+, and neurodivergent consumers, whose needs are often overlooked in store design and merchandising. It’s an area [with] enormous potential for growth and social impact. Brand loyalty is up for grabs, and now is the time to make moves.
That opportunity becomes clearer when you look at how inclusion shows up in day-to-day operations, not just brand messaging. In practice, that can mean connecting online and in-store data so staff can better understand returning customers and personalize service without making shoppers repeat themselves. For example, luxury brand Amina Muaddi used Shopify POS in its Paris boutiques so store teams could view customers’ online purchase history across markets and tailor service more intuitively, showing how unified commerce can support a more seamless and respectful experience.
Designing a retail experience for all shoppers
Inclusive retail design goes beyond a single accessibility feature or marketing campaign. It brings together four connected pillars: the people who shape the experience, the physical space shoppers move through, the products and services offered, and the way information is communicated. When these elements work together, retailers are better equipped to serve a wider range of needs without making inclusion feel like an add-on.
That means looking at who is involved in decision-making, how easy the store is to navigate, whether products reflect real customer diversity, and whether signage, service, and digital tools are usable by more people. The examples below show how these principles can be applied across the customer journey.
Heinrich emphasizes thinking beyond a brand’s target audience. Your customers [will] be diverse, no matter how niche you think you’re being with your store,
she says.
Hire a diverse team
Designing an inclusive store experience starts with a diverse team. In an article for Business Insider, Mita Mallick writes, Diversity of thought doesn’t happen without diversity of representation.
By hiring a diverse staff, retailers can eliminate bias and identify new opportunities for inclusivity. The only people who can give our perspective are us. People with lived experience,
says Michaels. Brands shouldn’t have to keep us in mind, because we should be in the room.
To make this operational, retailers can review job descriptions for biased language, publish accessibility details for interviews, and use structured interview scorecards so candidates are evaluated consistently. Inclusive hiring also extends beyond recruitment: track promotion rates, retention, and employee feedback by role or team to see whether representation is improving at every level of the business.
Invest in training and hold staff accountable
To ensure that anti-discrimination policies succeed, Mallick recommends training all employees, including security guards. She suggests role-playing scenarios to help employees recognize and respond to unconscious bias.
For Michaels, training can push employees to think beyond their lived experiences. For example, I was at a grocery store that only had a few lanes open. An employee was "helpfully" directing customers… by raising his voice, pointing at each customer, and yelling the number of a lane,
she says.
I understand why this seems helpful. The lines went quicker for sure. However, for many neurodivergent shoppers, this can create a stressful, even upsetting situation. Most of us don’t expect to have a random person yelling and pointing at us.
Create a culture of feedback
According to Sephora’s study, 70% of shoppers who experienced discrimination said they did not provide feedback to the retailer. Only 15% reported discussing their concerns with a manager or supervisor.
Providing customers with options to submit feedback is critical. For many neurodivergent people, including some autistic and ADHDers like me, getting on the phone is incredibly taxing,
says Michaels. I live on texts, and I’m happy to answer that way.
Retailers can make feedback easier to give by offering multiple channels, such as SMS, QR-code surveys at the exit, email follow-ups, and anonymous web forms. It also helps to set a visible response standard, such as acknowledging feedback within 48 hours and sharing when a customer can expect a full reply.
Social media, surveys, and focus groups can also be practical tools for gathering feedback. After a parent raised concerns on social media, the NBA created autism-friendly stores and sensory rooms in stadiums.
That kind of listening can also improve merchandising and fit over time. Province of Canada co-founder Julie Brown has said opening a physical store gave the team a direct line to customer feedback on fit, colors, and preferences—useful proof that in-person conversations can surface practical changes shoppers actually want.
For Heinrich, brands must be open to change. Being a good ally means understanding that you will make mistakes… You can learn from those mistakes and grow as a person and a business owner.
Be authentic
Michaels recommends setting clear KPIs to measure whether inclusion efforts are producing real results rather than performative messaging. She says, Doing something without measuring the effects often means what you are doing is performative. [It’s] meant to look like you are doing something good, but without caring if you are.
Share the brand story
Shoppers want to support retailers and founders with whom they identify. Highlighting a founder’s story can help diverse shoppers feel more connected.
Think about the local community
Retailers should find opportunities to celebrate the differences that distinguish local communities.
For example, Starbucks opened its first U.S. Signing Store in Washington, D.C., in ; the company has since expanded the concept to additional locations. The original store is near Gallaudet University, which is designed to accommodate Deaf and hard-of-hearing students, and employees use American Sign Language.
Other local adaptations can be simpler but still meaningful. In multilingual neighborhoods, retailers can add wayfinding and service signage in the most commonly spoken local languages. Stores can also partner with nearby disability organizations, schools, or community groups to test layouts, host sensory-friendly events, or adjust merchandising to reflect neighborhood needs and shopping habits.
Neighborhood-specific merchandising can also improve relevance. A store near a college campus, for example, may prioritize compact essentials and value bundles, while a location serving a large older adult population may benefit from clearer shelf labels, more seating, and easier-to-reach displays.
Once your team and policies are aligned, the next step is to evaluate each in-store touchpoint through an inclusion lens.
Rethinking the retail store experience: inclusion across touchpoints
Retailers must think about inclusivity at every step of the customer journey.
Store design
Retail stores in the United States are generally subject to ADA Standards for Accessible Design and other accessibility requirements for places of public accommodation, though obligations can vary by facility type, building age, and whether alterations have been made. Yet accessibility doesn’t equal inclusivity.
Microsoft Inclusive Design describes inclusive design as creating products and experiences that recognize the full range of human diversity, including ability, language, culture, gender, age, and other forms of difference. In retail, that principle can guide decisions about layouts, counters, seating, signage, and service flows.
For example, round consultation and payment tables can work better for a wider range of shoppers, including wheelchair users, than a standard fixed-height counter.
Product offering and displays
Conversion rate is the percentage of visitors who complete a desired action, and inclusive merchandising can support it by helping more shoppers find products that fit their needs. Designing inclusive products is essential. In Sephora’s study, 65% of shoppers said stores fail to deliver products that cater to diverse shoppers.
Christina Funke Tegbe was part of the Sephora Accelerator program. 54 Thrones launched at Sephora in and is still sold by Sephora.
Accessibility and placement are also crucial. The biggest pet peeve for plus-size people is brands who only sell [online]… with few products available in-store,
says Balon.
Investing in gender-neutral sections and grouping sizes together can help shoppers feel included. Retailers should also feature and label products by diverse founders.
Imagery
The imagery retailers use in stores is as important as the products on the shelves. From posters to product displays, a store’s imagery reflects the retailer’s community.
Savage X Fenty created mannequins based on the diverse models used by their design team. The displays reflect a variety of body types, facial features, and skin tones.
Aerie’s #AerieREAL campaign promotes unretouched imagery and features diverse models. The brand uses that visual approach throughout its stores.
Sexual wellness company Maude has taken a different approach. The company omits people from product images altogether.
Clear icons and visual cues in wayfinding can also support shoppers with different language, literacy, and processing needs.
The fitting room
The fitting room can create an anxious and stressful experience for many shoppers.
According to the U.S. Transgender Survey, one-tenth of respondents said they did not have access to a fitting room of their choice. Retailers should offer gender-neutral fitting rooms to help shoppers feel included.
Some people may need help while trying on products. Retailers should ensure that fitting rooms can accommodate extra guests.
Practical design details matter here. Retailers can offer clear privacy options, inclusive signage, call buttons or digital assistance requests, seating inside or just outside the room, wider turning space for mobility devices, and hooks or shelves at multiple heights. Staff should also be trained on respectful accompaniment and assistance protocols so shoppers can choose whether they want help, who can enter with them, and how that support is provided.
Some retailers use fitting-room screens that let shoppers request help or different sizes.
Torrid says its fitting rooms are designed to accommodate a wide range of body types, and Abercrombie & Fitch fitting rooms in some remodeled stores include adjustable lighting. These strategies can help customers personalize their fitting room experience.
The checkout counter
While self-checkout can improve efficiency, Michaels suggests offering alternative payment options.
Some people don’t want to use the self-checkout. [Some] find them difficult to operate, such as someone with dyslexia who has trouble reading the screen,
she says. Forcing them to do that causes great anxiety and actual physical reactions.
How Shopify can help: Shopify POS supports flexible checkout workflows, including staff-assisted checkout, customizable shortcuts, and app-based tools that can reduce friction for shoppers who need a faster, simpler, or more guided payment experience. In Amina Muaddi’s boutiques, the retail team adopted Shopify POS with minimal training, which matters for inclusion too: simpler tools can make it easier for staff to focus on the customer in front of them rather than the system they’re using.
Customer service
Retailers should provide services that allow shoppers to customize their experiences. Offering options such as Buy-online, pick-up-in-store (BOPIS), local delivery, and appointment shopping gives customers control.
Some retailers, including select Target locations, have tested sensory-friendly or quieter shopping hours with changes such as dimmed lights and reduced noise. For Michaels, The key is to make sure that these are open to everyone, not just parents with autistic kids. I’m an autistic adult, and I love Target!
Retailers can also provide tools for sensory relief. KultureCity, a nonprofit organization, partners with venues and retailers to offer sensory bags, which often include items such as headphones, fidget tools, and visual cue cards.
Some retailers have tested basket systems that let customers signal whether they want assistance while shopping. Because these programs can vary by market or store format, retailers should treat them as a store-specific example rather than a universal standard.
Roberts also points out that shoppers may not feel comfortable asking staff questions. Text-based concierge services can give customers a lower-pressure way to ask questions while browsing.
Inclusive features only help if shoppers know they exist and understand how to use them before and during a visit.
Communicate a commitment to inclusion
Michaels recommends that retailers communicate store policies, processes, and how to access accommodations.
Any customer walking into the store for the first time should be able to [know] what is available and how to access it,
she says. I’ve also seen employees with badges that say things like ‘I sign!’ or ‘AAC friendly.’ They may wear special shirts or lanyards indicating that they can help.
Uploading store maps online can also help customers plan their shopping experience. The Home Depot app includes a Product Locator that helps shoppers find items in participating stores.
Wegmans offers Aira for blind or low-vision customers. The Aira app connects users with trained remote visual interpreters who describe what the phone camera sees in real time to support shopping.
TransFriendly connects transgender and non-binary people with transgender-friendly businesses. Participating retailers can display the TransFriendly Pledge on their websites and storefronts.
Inclusivity starts before your shopper arrives at the store
In a digital-first world, creating an inclusive retail experience starts online. Retailers should ensure that their website and social channels are accessible and inclusive.
Digital tools allow retailers to lead with inclusivity. Plus Snow includes a service on its website called Shop Your Shape.
Customers can enter their measurements and receive personalized recommendations. Balon says many plus-size shoppers have dealt with costly returns, so the brand built the tool to improve fit recommendations and help customers get sizing right the first time.
Designing an inclusive retail experience
Consumers expect inclusivity, but the biggest gains come when you turn that expectation into practical improvements shoppers can actually feel. Audit your team, space, product mix, and communication touchpoints, then prioritize the fixes that remove friction fastest—such as better training, clearer policies, more flexible service options, and accessible digital tools.
Those changes can strengthen loyalty, improve confidence at every stage of the visit, and help more customers find what they need without added stress. If you’re ready to build a more seamless in-store experience, explore Shopify POS and start creating a retail environment that works better for every shopper today.
Read more
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- Do Retailers Need a Digital Fashion Strategy? 5 Brands Designing for the Metaverse
- The Rise of Recommerce: All About Buyback, Trade-In, and Upcycling in Retail
- The Future of Physical Retail in a Digital-First World
- How Nordstrom Made Its Brand Synonymous With Customer Service (and How You Can Too)
Frequently Asked Questions
What does inclusive mean in retail?
Inclusive retail means creating a shopping experience that is welcoming, usable, and respectful for people with different identities, abilities, needs, and budgets. In practice, that includes store design, staffing, product assortment, fitting rooms, checkout options, customer service, and digital accessibility.
How can retailers make stores more inclusive?
Start by auditing your customer journey from entrance to checkout, then identify where shoppers may face friction or exclusion. Prioritize practical improvements such as staff training, accessible layouts, inclusive fitting rooms, clearer signage, multiple feedback channels, and online tools that help customers plan their visit.
Why are brands becoming more inclusive?
Brands are becoming more inclusive because shoppers increasingly expect to see their needs and identities reflected in products, service, and brand behavior. Inclusion can also help retailers build trust, strengthen loyalty, and better serve underserved markets that have long been overlooked.
Does creating an inclusive retail experience cost a lot?
Not always. Some of the highest-impact changes are operational rather than expensive, such as updating policies, improving staff training, adding text-based support, clarifying signage, and offering more ways to give feedback. Larger investments can follow once you identify which barriers affect your shoppers most.
What are examples of inclusive alternatives to standard retail practices?
Examples include staff-assisted checkout alongside self-checkout, gender-neutral fitting rooms, quieter shopping hours, multilingual signage, sensory support tools, and digital product-locator features. These alternatives give shoppers more control over how they browse, ask for help, and complete a purchase.
