*****
FOR IMMEDIATE RELEASE
RITE AID'S WEB SITE AND POINT OF SALE IMPROVEMENTS PRAISED BY BLIND
COMMUNITY LEADERS
Camp Hill, PA (May 1, 2008) -- In a move praised by state and national
blindness organizations, Rite Aid (NYSE:RAD) today announced it has
undertaken a nationwide initiative that will benefit Rite Aid customers
with visual impairments and other disabilities. As part of the program,
Rite Aid has made enhancements to its Web site and has begun installing new
point of sale equipment with tactile keypads to protect the privacy and
security of all shoppers who have difficulty entering numbers on a flat
screen.
Today's announcement is the result of collaboration between Rite Aid and
major organizations including the American Foundation for the Blind,
American Council of the Blind and California Council of the Blind.
Web Site Access
Today's initiative includes Rite Aid's commitment to ensure that
www.riteaid.com meets guidelines issued by the Web Accessibility Initiative
(WAI) of the World Wide Web Consortium (w3c) (www.w3.org/wai). The
guidelines, which do not affect the content or look and feel of a Web site,
ensure that Web sites are accessible to persons with a wide range of
disabilities. The guidelines are of particular benefit to blind computer
users who use a screen reader or magnification technology on their
computers and who rely on a keyboard instead of a mouse.
"An accessible web site opens up unprecedented opportunities for people
with vision loss to obtain goods, services and information on an equal
footing," said Paul Schroeder, vice president, programs and policy group of
the American Foundation for the Blind. "We applaud Rite Aid's commitment
to ensure that www.riteaid.com is usable by the broadest range of online
consumers, including those who have disabilities."
Point of Sale Improvements
Rite Aid's point of sales improvements announced today are designed to
assist customers who cannot read information on a flat screen point of sale
device and therefore cannot privately enter their PIN or other confidential
information. Most point of sale devices in Rite Aid stores now have
tactile keys to prevent this problem, and the company will be replacing
remaining non-tactile devices by the end of 2009. Blind community
representatives praised Rite Aid's plan to install payment devices with
keypads: "Without tactile keys, blind people are forced to share their
PINs with strangers," explained Melanie Brunson, executive director of the
American Council of the Blind. "Today's announcement, and the
collaboration that led to it, demonstrates Rite Aid's understanding of this
fact and its ongoing commitment to its blind and visually impaired
customers."
"Our goal is to deliver a superior shopping experience to all of our
customers, and with the initiative announced today, we can better serve our
customers who are blind or visually impaired," said Rob Easley, Rite Aid
chief operating officer. "We thank the American Foundation for the Blind,
American Council of the Blind and California Council of the Blind for their
valuable assistance in making Rite Aid a better place for customers with
disabilities to shop."
About Rite Aid
Rite Aid Corporation is one of the nation's leading drugstore chains with
more than 5,000 stores in 31 states and the District of Columbia with
fiscal 2008 annual revenues of more than $24.3 billion. Information about
Rite Aid, including corporate background and press releases, is available
through the company's website at http://www.riteaid.com.
About American Council of the Blind (ACB) and California Council of the
Blind (CCB)
American Council of the Blind is a national consumer-based advocacy
organization working on behalf of blind and visually impaired Americans
throughout the country with members organized through seventy state and
special interest affiliates. California Council of the Blind is the
California affiliate of the ACB and is a statewide membership organization
with 40 local chapters and statewide special interest associations. ACB
and CCB are dedicated to improving the quality of life, equality of
opportunity and independence of all people who have visual impairments.
Their members and affiliated organizations have a long history of
commitment to the advancement of policies and programs which will enhance
independence for people who are blind and visually impaired. More
information about ACB and CCB can be found by visiting www.acb.org and
http://www.ccbnet.org.
About American Foundation for the Blind
The American Foundation for the Blind (AFB) is a national nonprofit that
expands possibilities for people with vision loss. AFB's priorities include
broadening access to technology; elevating the quality of information and
tools for the professionals who serve people with vision loss; and
promoting independent and healthy living for people with vision loss by
providing them and their families with relevant and timely resources. AFB
is also proud to house the Helen Keller Archives and honor the over forty
years that Helen Keller worked tirelessly with AFB. For more information
visit us online at www.afb.org.
For More Information, Contact:
American Council of the Blind
Melanie Brunson
Tel. (202) 467-5081
American Foundation for the Blind
Adrianna Montague-Gray
Tel. (212) 502-7675
Rite-Aid
Karen Rugen
Tel. (717) 730-7766
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