Web accessibility measures of 'Camera no Kitamura' pursuing trust and convenience.

2024/09/09

What prompted you to consider web accessibility compliance?

When I learned about the amendment to the Act on the Elimination of Discrimination against Persons with Disabilities around last November, I felt that this could significantly impact the company and should be addressed. However, I didn't know how important it should be treated or how specifically to respond, so I conducted extensive information gathering while consulting with experts.

At Kitamura Camera, we prioritize 'ease of visibility' and 'ease of use' for our website, especially considering that we have many elderly customers. When I transferred to the EC division, I emphasized this point and introduced a simple and user-friendly system that allows purchases in just four clicks without the need to input membership or credit card information.

On the EC site, customer needs can generally be divided into two categories: one is 'wanting to buy conveniently and cheaply,' and the other is 'wanting to purchase with peace of mind.' At Kitamura Camera, we believe many customers, especially considering the nature of cameras, prioritize a sense of security. Since cameras are not inexpensive, our strategy focuses on emphasizing security over simply selling at a low price. Fortunately, we have over 1,000 physical stores nationwide, so we can provide peace of mind by allowing customers to visit stores and check products directly. Additionally, by establishing a system where customers can easily make purchases in four clicks on the EC site, we aim to lower the barriers to online shopping and maintain a balance of convenience and security, making our site more appealing to a broader customer base.

In this way, we believe that the strategy of emphasizing security in both EC and physical stores is particularly suitable for diverse customer groups, including the elderly. We decided to respond swiftly to accessibility measures as part of enhancing this sense of security.

 

Have you considered implementing web accessibility in-house, such as with your own engineers?

First, our company distinguishes between non-core and core businesses and considers whether to address matters internally based on the amount of effort required and the pace of societal changes. We generally handle areas of competition and those that require significant resources internally.

However, regarding accessibility measures, technologies and guidelines are evolving daily, and regular updates are required, but we found that we didn't have sufficient resources to manage continuous responses within the company. Therefore, we decided not to consider handling it internally from the beginning, but instead to implement tools to establish a system that could respond professionally and swiftly.

 

Did you consider other accessibility tools like Uniweb?

Since we had decided from the beginning to implement a web accessibility support tool, we compared and examined tools from four companies, including Uniweb, in our final selection process.

 

Please tell us how you learned about Uniweb and the reasons for its implementation.

I learned about Uniweb when I met Mr. Nojiri, the representative, in an entrepreneurial community. His passionate discussion about web accessibility left a strong impression on me. Later, I had the opportunity to experience Uniweb's services and found it very appealing that accessibility measures could be implemented easily.

Moreover, I found it very advantageous that Uniweb not only provides easy implementation but also allows customization of icon size and color for each site to maintain brand image.

Furthermore, Uniweb is continuously updating its features, adapting to the times and user needs, which is a significant appeal. Therefore, we were confident that we could provide an even more user-friendly website for our customers and decided to implement it. I believe that Uniweb's initiatives enhance our brand value and contribute to improved customer satisfaction.

 

I believe we are actively engaged in disability employment, but have you received any internal feedback since implementing Uniweb?

Our company actively engages in disability employment centered around our stores. We have many employees with disabilities excelling in various departments, including our headquarters’ call center, accounting, systems, sales, and general affairs. We provide support and work tailored to each person's disability, and many have been with us for over 10 years.

When we announced the implementation of accessibility measures within the company, we received positive feedback not only from employees with disabilities but also from many others. Initiatives to improve accessibility, such as changing font sizes and voice reading functions, have proven extremely useful for employees who use them daily, contributing to enhanced operational efficiency. This revealed that accessibility measures are not just for a select few but rather initiatives that elevate convenience company-wide.

 

Have there been any responses from competitors regarding your efforts in web accessibility?

Web accessibility measures are becoming an increasingly important theme in the industry, but many peers have yet to implement them, making our early initiative a significant strength. In fact, after we released our accessibility-compliant version, we received specific inquiries from other companies asking 'why did you adopt accessibility measures' and 'how did you achieve consensus within the company.'

I believe that accessibility measures are not just a project of one company, but they have a positive impact on the entire retail sector. Our actions can serve as a model for other companies, raising the standards across the industry and leading to more user-friendly services and websites for all consumers. As a result, it is expected that the entire industry can provide a more inclusive and customer-friendly environment.

 

Please tell us about the number of days and man-hours it took to implement Uniweb.

From the initial discussion to internal adjustments, we were able to implement it in about four months.
The implementation work itself was completed in a very short period.

 

Do you have any future goals?

In the retail industry, traditional operations are the culmination of years of accumulated experience and ingenuity. I do not deny their value; rather, I feel that it is necessary to rebuild the operations as a digital leader. In the current business environment, there is a demand to optimize all operations digitally, but I believe the 'sense of security' and 'appeal' that comes from human involvement creates significant added value for consumers.

For example, even within the purchasing process that has been streamlined by digitalization, the warm customer service from store staff, product descriptions, and assistance in consultations are critical elements in building trust with customers and increasing repeat customers. While digital tools perform processing quickly and accurately, adding human care and warmth enhances the quality of the customer experience.

Based on this reverse thinking, I believe it is important for the future of retail to rethink how to effectively utilize human power based on the premise that digitalization is at the core of business operations. By merging the efficiency of digital technology with attractive human interaction, I am confident that the next-generation retail industry can evolve to a new stage.

 

Kitamura Co., Ltd.
CEO Hiroshi Yanagisawa

I joined Kitamura Co., Ltd. as a store staff member in 1997 and was promoted to store manager. After working in sales planning and as a buyer, I transferred to the EC division in 2007. I restructured the EC site, including the 'store pick-up' service that combines in-store and EC, and became the head of the EC division in 2008. I started to view things from a broader digital perspective and became the President and CEO of Kitamura Co., Ltd. in April 2024.

 

《Uni-Web Implementation Site》

In addition to Kitamura Co., Ltd.'s corporate site, it is implemented across 27 websites operated by group companies including Kitamura Co., Ltd., Kitamura Camera Co., Ltd., Shimauma Print Co., Ltd., Photo Create Co., Ltd., Lab Network Co., Ltd., and U.S.C.

By clicking on the icon, an accessibility menu appears, allowing users to switch text-to-speech features and screen contrast with just one button.

• Kitamura Camera:https://www.kitamura.jp/
• Studio Mario:https://www.studio-mario.jp/
• Kitamura Co., Ltd.:https://www.kitamura.co.jp/info/kitamura.html
• Kitamura Camera Co., Ltd.:https://www.kitamura.co.jp/info/kitamura-camera.html
• Shimauma Print Co., Ltd.:https://shimapri.jp/
• Photo Create Co., Ltd.:https://www.photocreate.co.jp/
• Lab Network Co., Ltd.:https://www.labonetwork.co.jp/
• U.S.C:https://www.u-cs.co.jp/

 

Kitamura Co., Ltd.

Location: Shinjuku Island Wing, 6-3-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Business content: Strategic planning, formulation, implementation support, and product and service development that contributes to enhancing the added value of businesses such as "Camera no Kitamura," "Studio Mario," etc.

 

About Uniweb

UniWeb provides web accessibility features "on the day of deployment" by simply adding a single line of code to all web services.

In order to achieve equal website services for all, we want to put users in various situations, such as those with visual impairments or those who temporarily lose the use of their hands due to injury, in a position to understand correct information through various uses such as voice reading and contrast changes.

Site:https://hellouniweb.com