For most people, having retail staff multitasking while talking to them wouldn’t be a problem.

But for Simon Houghton, who is deaf and needs to read lips, the fact that people turn away can mean the difference between him understanding what they are saying or not.

According to a study by the Business Disability Forum, 90% of people with disabilities have found that their shopping experience is affected by lack of accessibility, and 43% of them frequently abandon purchases as a result.

Oracle Shopping Center in Reading has launched a program called Unseen Aware to help staff interact with customers with hidden disabilities.

The initiative offers staff an hour-long training course designed to teach them the “principles” of invisible disabilities and how to help – for example, by speaking up and challenging prejudice.

Mr Houghton, who launched the initiative, said it could be difficult to spot if someone is struggling in a shopping centre.

“The idea behind Unseen Aware is to educate staff to be a little more understanding, empathetic, patient and kind when dealing with a customer who might need help,” he said. -he declared.

Staff who have completed the training receive a badge so that people with disabilities know they have the knowledge to help them.

He said it was different from other programs, like sunflower stripbecause it places responsibility on businesses rather than people with disabilities.

Oracle director Andy Briggs said it would not just be disabled people who would benefit from the scheme: staff too.

“I think a lot of people feel uncomfortable when they don’t understand what a disability is,” he said.

And a study by disability charity Scope estimated the spending power of disabled people in the UK at £274 billion a year – so there could be economic benefits too, according to Mr Houghton .

“(The initiative says) ‘if you want my business, if you want me to do my best, understand a little better,’” he said.

He said ultimately his vision for the future was for the badge to become “a mark of understanding.”

“I want to break down the barriers that prevent people from talking about disability,” he said.

“I think this is the first step and Unseen Aware is going to achieve that.”