DALLAS (March 5, 2013) – Greyhound Lines, Inc., is taking part in a new coalition loyalty initiative that will help the largest provider of intercity bus service in North America reach out to and better serve people with disabilities, a market segment that comprises more than 60 million North Americans and $270 billion in discretionary spending.
The coalition loyalty initiative, developed by eSSENTIAL Accessibility, centers around an assistive technology-enabled communications channel that lets Greyhound and other brands target their promotions and employment opportunities to people with disabilities while building brand loyalty within this market segment.
Greyhound worked with eSSENTIAL Accessibility to create the Greyhound Disability Channel, a custom gateway to educate consumers about the company’s strategies for accommodating passengers with disabilities as well as its inclusive hiring efforts. The online channel highlights Greyhound’s travel promotions and specials, wheelchair-accessible buses, boarding and rest stop assistance, corporate practices, diversity statements, and other pertinent information for customers, employees and other people with disabilities. Mobility-impaired customers also can download an app from this channel, providing a software solution that allows them to easily navigate Greyhound’s websites to book their trip.
“In its nearly 100 years of operation, Greyhound has always been an inclusive and forward-thinking transportation company,” said Dave Leach, president and CEO, Greyhound Lines. “As the market leader, it is paramount to provide those with disabilities the resources that support them every day, whether it’s booking a trip with us, traveling on our buses or working for our organization.”
eSSENTIAL Accessibility developed the coalition loyalty initiative to give presence to brands that are undertaking significant efforts to reach people with disabilities in the marketplace and workplace.
“This new business model brings together hundreds of household-name brands that recognize the arrival of an emerging disability market and want to capitalize on a strategic effort to build ties with this group,” says Simon Dermer, Managing Director of eSSENTIAL Accessibility. “Savvy companies like Greyhound that provide authentic touchpoints for people with disabilities will gain new and faithful customers and employees and also outperform their peers.”
The Greyhound channel is located at www.essentialaccessibility.com/greyhound. It also can be accessed via the eSSENTIAL Accessibility icon, located on the home page of Greyhound’s websites, www.greyhound.com and www.greyhound.ca. Customers with disabilities who are traveling by Greyhound can learn more about the company’s offerings at: www.greyhound.com/en/ticketsandtravel/disabledtravelers.aspx
About eSSENTIAL Accessibility
eSSENTIAL Accessibility is an assistive technology application that helps bridge the gap between people with disabilities and the organizations and brands they know and trust. A virtual wheelchair for websites, it empowers users with dexterity and visual limitations and also helps those who have difficulty reading due to literacy concerns, limited English proficiency, dyslexia, or mild visual impairment. Organizations feature eSSENTIAL Accessibility as part of a coalition loyalty initiative and the symbol displayed on the website acts as an interactive icon through which assistive technology can be downloaded free of charge. For more information, please visit www.essentialaccessibility.com.
Greyhound is the largest North American provider of intercity bus transportation, serving more than 3,800 destinations across the continent. The company also provides Greyhound Package Express (GPX) and charter services. For fare and schedule information and to buy tickets call 1-800-231-2222 or visit the website at www.greyhound.com. For the latest news and travel deals, follow GreyhoundBus on Twitter at http://twitter.com/GreyhoundBus and “Like” us on Facebook at http://www.facebook.com/GreyhoundBus.
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