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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.
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.
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.
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.
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.
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.
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.
Trusted Assessing and Care Training (TACT) has announced that its accredited Trusted Assessor course for retailers, which launched in February 2024 in collaboration with the British Healthcare Trades Association (BHTA), will be available online this autumn.
Approved by OCN London at level three, the ‘Trusted Assessor: Assessing in a Retail Environment’ course is designed to enable retail staff selling daily living equipment to become certified Trusted Assessors to provide ethical and reliable advice.
For BHTA members, the course is an excellent opportunity for retail staff to become knowledgeable and qualified Trusted Assessors to handle simple daily living equipment assessments and to know when to refer more complex cases to an occupational therapist (OT).
Many retailers are used to undertaking in-home visits to identify suitable equipment and adaptations, and TACT’s dedicated Trusted Assessor course recognises that work by adding new skills in line with a recognised quality standard.
Once qualified as Trusted Assessors, retail staff can be formally integrated into local health and social care pathways, growing the network of people qualified to support older and disabled people to live independently in the community.
Brett Gilham, from BHTA member Laybrook, commented: “We know how busy many OTs are and therefore the fact that we can demonstrate we have been trained and can provide assistance in the assessment process will benefit all parties. It also means that our staff across all levels have been trained to a set standard for assessing.”
For members of the public, the Trusted Assessor qualification conveys an independent quality standard. Older and disabled people, their friends, and families can be confident that a person’s needs are being fully understood and that appropriate equipment and adaptations are being identified to help promote greater independence.
Alastair Gibbs, the director of TPG DisableAids, which is a BHTA member, said: “For TPG DisableAids the Trusted Assessor scheme has been a real boost. We have various staff trained from Level 2 to Level 4 and it has given us some real credibility with a number of housing associations and local authorities.
“Those that were looking for a differentiator and an indicator of commitment to quality found it in our association to BHTA and Trusted Assessor.”
Learners are on-boarded onto TACT’s learning management system where they complete the pre-course modules. A series of three OT-led two-hour webinars must be attended in order; learners then complete a post-course homework assignment to demonstrate what they have learned.
TACT’s OT Trainers are on-hand for support throughout, and TACT’s monthly webinar programme tops up knowledge for newly qualified Trusted Assessors for 12 months after qualification.
From autumn 2025, there are a range of available dates for retail staff to take the Trusted Assessor course online.
The first set of dates is Wednesday 10 September, Thursday 25 September, and Wednesday 8 October.
The second set of dates is Wednesday 22 October, Thursday 6 November, and Friday 21 November.
Places on these open courses cost £245 + VAT. Retailers should contact TACT if they have a larger group for a bespoke quotation.
The course can also be delivered as a one-day course face-to-face on a date of the retailers’ choice. All TACT’s trainers are OTs.
To find out more or to book a place on the Trusted Assessor course online or in person, call TACT on 01626 879528 or email info@trustedassessing.com