M&S has launched a 'first-of-its-kind' gift card and a range of braille greeting cards, which can be used online or in over 700 UK stores.
The cards were developed in consultation with the Royal National Institute of Blind People (RNIB), the retailer noted.
According to M&S, the industry-first braille gift card features an embossed outer sleeve to communicate the ‘Happy Birthday’ message.
Kathryn Turner, product development director at M&S, commented, “It has been fantastic to have input from RNIB to bring our new braille designs to life. At M&S, we’re committed to being a great place to shop for everyone. A massive part of that is offering inclusive products that represent the diverse communities we serve day in day out.
“Our customers are always at the heart of every product we design, and we hope our first-of-its-kind braille gift card and range of greeting cards will make it that bit easier for customers to show their love and appreciation for friends and family members with sight loss.”
Inspiration
M&S noted that the rollout of the braille range was accelerated following suggestions from five colleagues via its CEO suggestion scheme.
One of the colleagues who made the suggestion, Elizabeth Abudu, who works as a team manager at M&S’ Streatham Hill store was inspired to submit the idea while assisting blind and partially sighted customers who regularly visit the store.
Ali Long, director of consumer and business services at RNIB, said, “We’re delighted to have worked with M&S on their range of braille cards. The rollout of their braille range will make such a difference to their customers who are blind or partially sighted.
"This is a really positive step in making shopping and the giving of cards an inclusive experience for people living with sight loss.”
RNIB estimates more than two million people in the UK are living with sight loss, of which 340,000 people are registered blind or partially sighted.
Recyclable
Each greeting card and gift card design is plastic-free, and made of fully recyclable paper.
Read More: M&S Introduces Beauty Packaging Recycling Scheme Across 40 UK Stores
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