Lane Bryant to Improve the Checkout Experience for Guests with Visual Impairments

San Francisco, CA – May 16, 2012 – The California Council of the Blind (CCB), Disability Rights Advocates (DRA), and the Law Offices of Jay Koslofsky announced today that they have reached an agreement with Lane Bryant to improve the checkout experience for guests with visual impairments and to help ensure their privacy. CCB applauds Lane Bryant’s efforts.

Up to this point, Lane Bryant, a leading women’s clothing retailer, has used point-of-sale terminals with touch-screen “virtual” keypads at its checkout stands. However, blind customers are unable to use POS terminals equipped with only touch-screen “virtual” keypads  to  independently  and  privately  enter  their  personal  identification  numbers (PINs). CCB and several blind Lane Bryant customers brought the issue to Lane Bryant’s attention. Lane Bryant recognized the problem and quickly agreed to work with CCB and the blind customers who raised the issue to develop an effective solution.

Lane Bryant has agreed to add tactile keypads to point of sale devices at all of their 83 locations in California. Because tactile keypads have buttons that are easy to distinguish by   touch,   blind   shoppers   can   easily   operate   tactile   keypads.   Hence,   the   new improvements will allow shoppers who have visual impairments or difficulty reading information on a touch screen to privately and independently enter their PIN, protecting their financial privacy.

“Lane Bryant is a very popular store for many CCB members across California,” said Donna  Pomerantz,  President  of  the  CCB.  “Today’s  announcement  is  just  one  more example of the Company’s dedication to customer service.”

About the California Council of the Blind

Founded  in  1934,  the  California  Council  of  the  Blind  is  a  non-profit  membership organization composed primarily of Californians who are blind or visually impaired. Its mission is to “increase the independence, security, equality of opportunity, and quality of life for all Californians who are blind and visually impaired.” CCB works toward this goal  by  providing  blind  and  visually  impaired  persons  advocacy,  information  and referral, technical assistance, leadership development, and other services.

About Disability Rights Advocates

Disability Rights Advocates is a non-profit legal center which, for nearly twenty years, has specialized in high-impact class action litigation on behalf of people with all types of disabilities. DRA litigates nationally and has offices in Berkeley, California and in New York City.