OPERATIONS

Safeway makes website more accessible for visually impaired

BY Michael Johnsen

Pleasanton, Calif. — Safeway has made its online grocery shopping website more accessible and usable for Safeway shoppers with visual impairments.

Safeway collaborated with its visually impaired customers to make the necessary changes to its website. As such, the company has adopted the Web Content Accessibility Guidelines (WCAG) version 2.0 level AA as its accessibility standard.

"Safeway has a long history of supporting our communities and people with disabilities. This decision is an important step towards helping our customers who are blind or visually impaired have a better shopping experience," said Larree Renda, Safeway executive VP.

The WCAG 2.0 guidelines are promulgated by the Web Accessibility Initiative (WAI) of the World Wide Web Consortium (W3C) and ensure that online content is more accessible and usable to persons with visual and other disabilities. The guidelines do not affect the content or look and feel of a website. They are of particular benefit to blind computer users who use voice output or magnification technology on their computers and mobile devices and who, like some individuals with mobility impairments, rely on a keyboard instead of a mouse for navigation.

The W3C is an international community that develops open standards to ensure the long-term growth of the Web. The Web Accessibility Initiative is a program of the W3C that works with site owners, developers, people with disabilities and other interested parties to develop accessibility standards.

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Safeway enhances online grocery delivery website

BY CSA STAFF

Safeway has made enhancements to its online grocery shopping website to make it more accessible and usable for Safeway shoppers with visual impairments.

Safeway collaborated with its visually impaired customers to make the necessary changes to its website. As such, the company has adopted the Web Content Accessibility Guidelines (WCAG) version 2.0 level AA as its accessibility standard.

"Safeway has a long history of supporting our communities and people with disabilities. This decision is an important step towards helping our customers who are blind or visually impaired have a better shopping experience," said Larree Renda, Safeway EVP.

The WCAG 2.0 guidelines are promulgated by the Web Accessibility Initiative (WAI) of the World Wide Web Consortium (W3C) and ensure that online content is more accessible and usable to persons with visual and other disabilities. The guidelines do not affect the content or look and feel of a website. They are of particular benefit to blind computer users who use voice output or magnification technology on their computers and mobile devices and who, like some individuals with mobility impairments, rely on a keyboard instead of a mouse for navigation.

The W3C is an international community that develops open standards to ensure the long-term growth of the Web. The Web Accessibility Initiative is a program of the W3C that works with site owners, developers, people with disabilities and other interested parties to develop accessibility standards.

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Campbell’s new marketing strategy

BY CSA STAFF

The Campbell Soup Company has appointed Yin Woon Rani to the newly created role of VP of integrated marketing, effective Jan. 2, 2014. She will be based at Campbell’s world headquarters in Camden, N.J.

Rani will be responsible for establishing the strategic direction for Campbell’s advertising, media, global design and digital marketing and social media, and for ensuring alignment with Campbell’s business strategies.

She will work closely with business unit marketing teams and oversee the company’s creative, media, digital and design agencies around the world, and will report to Michael Senackerib, SVP, chief marketing officer.

Rani has nearly 20 years of global advertising agency experience in account management across multiple sectors, ranging from consumer packaged goods and restaurants to retail and entertainment. She has directed integrated marketing campaigns and pioneered social media efforts for well-known brands, and led multiple new product launches. Additionally, she possesses extensive expertise in agency management, integrated marketing, client partnerships and business development.

Prior to joining Campbell, Rani was president, North America, for global media company Universal McCann, the largest operating unit within IPG’s Mediabrands group, where she managed more than $7 billion in billings for the full-service media agency with approximately 1,000 employees. Rani was responsible for all North American operations, including new product and service offerings, strategy and innovation, planning and buying and business development. Additionally, she led significant change management efforts across five offices to upgrade talent and integrate strategy, online and offline media and custom content.

“Yin is a great addition to our marketing team and brings extensive strategic capabilities that will complement our existing talent and help us develop a world-class global marketing organization,” said Senackerib. “Her broad experience will be instrumental in leading our efforts to create integrated consumer experiences and ensure our brands have purposeful positions in the lives of people who enjoy our foods and beverages. Yin’s expertise leading teams and crafting breakthrough creative will help strengthen Campbell’s relationships with our loyal existing consumers and find compelling ways to connect meaningfully with new consumers.”

Rani started her career in 1996 at Grey Worldwide. During her 15-year tenure at Grey, Rani oversaw accounts for GlaxoSmithKline, Proctor & Gamble, Hasbro, J.M. Smucker’s Co. and Mars, ultimately achieving the title of SVP by 2003.

Rani has a bachelor’s of arts from Yale University and a master’s of business administration from the Stern School of Business, New York University. She is a board member of the Ad Club of New York and a member of Advertising Women of New York, Step Up Network and the media advisory council for the American Association of Advertising Agencies.

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