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HomeAssist Me by CityMaaS



It is estimated that 70% of people shopping online abandon their cart due to the inaccessibility of a website~. Our ground-breaking partnership with CityMaaS will improve the accessibility and usability of our website, helping people to navigate the thousands of health and beauty products we offer with ease.

Assist Me by CityMaaS enables pre-set personalised assistance levels to ensure everyone can access our website. Customers can use the accessibility toolbar for the configurations, depending on if they have visual, hearing, physical or cognitive needs. The tool also allows customers to search terms and phrases unknown to them.

Whenever you need assistance, click on this icon to open the Assist Me tool

CityMaaS, the innovative tech company, specialise in digital accessibility to significantly enhance the online experience for disabled customers and the ageing population.

Below will explain the different configurations and help customers understand how to use the tool. #BeKindShopKind

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How does it work

Video provided by CityMaaS

What will it mean for Superdrug

We believe that true accessibility needs to be both offline and online

We are thrilled to be partnering with CityMaaS and to be updating our eCommerce site with these accessibility tools. We believe that true accessibility needs to be both offline and online and are proud to be one of the major high-street retailers who are making ecommerce shopping more inclusive. This technology will allow our customers to modify the website to their own personal needs, helping them to navigate the thousands of health and beauty products we sell with ease and overall have a more enjoyable online shopping experience

Matt Walburn, Marketing, eCommerce, Digital and Customer Director


Starting from the 5th of December, the first hour every Superdrug store is open on Sundays is now a designated quiet hour. This will create a safer and more inclusive shopping experience for customers who may need a quieter, calmer environment to shop in. Loud and busy environments may be challenging for some individuals in Superdrug’s shopper community, especially those who are autistic or neuro diverse.

The store radio will be turned off, and staff will be mindful of noise (for instance, considering the volume when communicating to colleagues, or arriving or shifts). Where possible, some stores may be offering a quiet room, allowing people the time and space time to process information in a less stimulating environment.

Superdrug liaised closely with the disability network steering group internally on this initiative, working to continue to improve the accessibility of Superdrug for customers and team. #BeKindShopKind