BHTA Retailers’ Day 2026: Key insights from expert presentations

The BHTA Retailers’ Day 2026 brought together mobility and assistive technology retailers from across the UK for a focused day of learning, collaboration, and industry insight. Held on 22 April in Northampton, the event was designed to equip retailers with practical guidance, expert perspectives, and the latest updates to support their businesses and the customers they serve.

The day also included a focused AI panel discussion, exploring how artificial intelligence is beginning to influence mobility and independent living retail, which we have covered in a separate article.

This article highlights the engaging presentations delivered throughout the day. Each session offered valuable takeaways, from improving customer experience, and marketing strategies to navigating regulatory changes and enhancing accessibility across the retail journey.

A line-up of expert speakers

The day featured a strong programme of speakers, each bringing specialist knowledge and real-world experience to the challenges and opportunities facing healthcare retailers today.

Clare Bailey, the founder of The Retail Champion, delivered the keynote session, sharing insights on how retailers can stand out and thrive in an increasingly competitive and customer-driven market.

Jolie and Imali from Inkfire explored how retailers can approach social media more effectively, focusing on choosing the right platforms, and embedding accessibility into digital communications.

Mark Crane, Partner at Addleshaw Goddard, led a session on consumer law compliance, outlining key regulatory developments and what they mean for retailers in practice.

Cath Cashman from the Research Institute for Disabled Consumers (RiDC) presented on designing an accessible retail journey, drawing on extensive research to highlight barriers and opportunities across both online and in-store experiences.

Standing out in healthcare retail

Clare Bailey’s keynote challenged retailers to raise the bar on customer experience, emphasising that being ‘good’ is no longer enough as expectations rise and customers have more choice.

A core message was the emotional context of healthcare retail: customers are often making difficult, unexpected decisions and are seeking reassurance, not just products. Every touchpoint matters, and the experience does not stop at the till. Websites, phone calls, delivery, and aftercare are all part of one connected journey.

Clare highlighted a common disconnect: retailers sell independence, confidence, and quality of life, but the experience can feel clinical or transactional, requiring a more human and consistent approach.

What makes retailers stand out

• Prioritise clarity over complexity: too much choice can overwhelm customers, and simple communication builds confidence
• Be consistent across all channels so customers experience one coherent brand
• Use digital to support in-store, reduce anxiety, and build trust before a visit

Practical actions for retailers

• Review your store with fresh eyes: is it easy to navigate, welcoming, and designed for conversation?
• Create clearer zones, improve lighting, and provide space for private discussions
• Invest in staff training so teams can handle sensitive conversations, listen well, and help customers feel understood, supported, and in control

Rethinking social media and digital communication

Inkfire’s session offered a refreshing perspective on social media, encouraging retailers to focus less on doing more and more on doing what matters.

A central message was that social media is fundamentally about communication, not performance. Rather than trying to be present on every platform or chasing trends, retailers should prioritise the channels that best align with their audience, capacity, and goals.

Where to focus and why

• Instagram supports visual storytelling
• Facebook helps build community and retention
• LinkedIn builds authority and partnerships
• TikTok/Reels aid discovery but are not essential
• Email remains a high-conversion channel you own

Accessibility was a major theme throughout the session. With disabled spending power, often referred to as the purple pound, worth £274 billion annually, ensuring content is accessible is not only the right thing to do, but also a clear business opportunity. Practical steps such as using alt text, captions, clear formatting, and readable design can make a meaningful difference.

The speakers also highlighted the importance of trust and consistency. Success on social media is less about likes and views, and more about meaningful engagement – such as enquiries, messages, and clicks. Ultimately, content should help customers feel confident in choosing a retailer.

Understanding consumer law and compliance

Mark Crane’s session provided retailers with a clear overview of the evolving consumer law landscape, with a particular focus on the Digital Markets, Competition and Consumers Act 2024.

The session highlighted the increasing enforcement powers available to regulators, including the ability to impose significant fines and sanctions for non-compliance. This reinforces the importance of ensuring that all aspects of a retail business – from pricing, and promotions to customer communications – meet legal requirements.

Key areas of focus included unfair commercial practices, fake reviews, subscription models, pricing transparency, and product claims. Mark explained that claims suggesting a product, service, brand, or business is better for the environment or health must be truthful, clear, fair, meaningful, and backed by evidence. For example, practices such as ‘drip pricing’, misleading promotions, or unsubstantiated claims can expose businesses to risk if not handled correctly.

Mark also highlighted the importance of taking a holistic approach to compliance across the customer journey, ensuring each stage is clear, fair, and transparent.

Retailers can also refer to the BHTA’s Pricing Practices and Price Transparency policy advice note, produced in association with Addleshaw Goddard, for further support on keeping pricing clear, fair, and compliant.

Designing an accessible retail journey

Cath Cashman’s presentation drew on RiDC’s Re-imagining Retail research, based on 955 survey responses, alongside interviews and a disabled steering group, to understand barriers and improve accessibility across the retail journey.

The research found that 98 percent of disabled people who shop in-store face barriers, one in two regularly abandon shops due to inaccessibility, and 67 percent experience difficulties navigating aisles. Accessibility issues can occur at every stage of the journey, from finding information online to navigating stores and completing purchases.

The session emphasised that the retail journey begins before a customer even leaves their home, with many needing clear information to plan visits, or deciding not to visit at all without it.

In-store, practical improvements such as step-free access, wider aisles, clear signage, seating areas, and accessible facilities can significantly improve the experience. Staff training and awareness are equally important, ensuring that teams are equipped to provide appropriate support and assistance.

Improving accessibility includes ensuring step-free access, clear layouts, accessible facilities, trained staff, and strong communication of accessibility information online.