MARKS and Spencer has launched what it says is a ‘first of its kind’ braille birthday card as part of a range of three braille greeting cards.
Developed in consultation with the Royal National Institute of Blind People (RNIB), it features an embossed outer sleeve to communicate the ‘happy birthday’ message and an embossed gift card enclosed within the sleeve.
M&S said that the rollout of the braille range was accelerated following suggestions from five colleagues via M&S’ 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.
Each greeting card and gift card design is plastic-free, made of FSC Certified paper and fully recyclable (customers just need to remove the glue dots from the gift card, M&S said).
Kathryn Turner, product development director at M&S, said, “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.”
Ali Long, director of consumer and business services at RNIB, added, “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.”
