The Co-op has introduced NaviLens technology across its own label paper products range – in a “grocery retail own brand first move” - helping to make it easier for customers with visual impairments to identify products and shop more independently.
NaviLens technology uses high-contrast codes that are printed on product packaging, which can be detected by the free NaviLens smartphone app.
Unlike traditional QR codes, the codes can be scanned from further away and at wider angles, meaning users do not need to know exactly where the code is located, enabling a “more seamless and independent shopping experience,” it said.
Once scanned, the technology provides audio information with the product information and specifications, assisting visually impaired shoppers identify items on shelf and access key product details more easily. This can include product names, descriptions and other useful information that supports more confident decision-making in-store.
Shoppers will now find NaviLens codes printed on Co-op’s Single Roll Kitchen Towel, Toilet Tissue four-packs, 24-pack Toilet Tissue and four-pack Kitchen Towels.
Janet Lawrence, Co-op technical manager, 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.”
Lorenzo Campos, NaviLens CEO, added: “We’re proud to partner with Co-op on this initiative to make every day 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 first four Co-op own-brand paper products featuring NaviLens codes are now in store, with a phased rollout planned across all of its own brand paper products.
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