For most people, retail staff multitasking while speaking to them would not be an issue.
But for Simon Houghton, who is deaf and needs to lip-read, people turning away can be the difference between him understanding what they say or not.
According to research from the Business Disability Forum, 90% of disabled people found their shopping experience was affected by a lack of accessibility, with 43% frequently abandoning their purchases as a result.
The Oracle shopping centre in Reading has launched a scheme called Unseen Aware to help staff engage with customers with hidden disabilities.
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