Tania Gerard Digital: Future-Proofing Dunelm’s Digital Leadership

A Strategic Partnership Built on 2026 Financial Data and EAA Enforcement

Executive Summary

Dunelm is a UK success story, reaching a record £1.77 billion in revenue and expanding its market share to 7.9%. However, with the launch of the new Dunelm App and digital sales now accounting for 41% of total revenue, your digital infrastructure is no longer just a "channel"—it is the foundation of your business.

As of June 2025, the European Accessibility Act (EAA) is enforceable law. For Dunelm, whose digital participation represents £726 million in annual turnover, the potential 4% penalty for non-compliance now sits at £70.8 million.

This proposal moves Dunelm from "Digital Participation" to "Digital Inclusion," using the IMPACT™ Framework to protect your revenue, secure your talent, and serve the 16.1 million disabled consumers in the UK.

The Dunelm H1 2026 Snapshot (Verified Data)

The following data is pulled from the Interim Results (26 weeks to 27 Dec 2025):

• Total Sales: £926.3 million (up 3.6% YoY)

• Digital Participation: 41% (up from 39% in 2025)

• Market Share: 7.9% (on a trajectory toward a 10% medium-term goal)

• Strategic Focus: The "Dunelm App" and "Home of Colour" campaigns are driving younger, tech-savvy engagement.

The Reality: If your new App and "Home of Colour" digital campaigns aren't WCAG 2.2 compliant, you are actively excluding the 20% of the UK population that is neurodivergent—the very "tech-savvy" demographic you are targeting.

The Strategic Solution: The IMPACT™ System

Phase 1: Digital Accessibility Audit & EAA Protection (£5,495)

The Risk: No publicly available accessibility statement or EAA compliance roadmap was located in our Feb 2026 research.

Our Solution: A technical deep-dive into the new Dunelm App and Web platforms.

• Deliverables:

  • WCAG 2.2 AA Audit: Full technical testing of the end-to-end customer journey.

  • Prioritised "Quick Wins" Action Plan: Immediate patches to reduce legal risk.

  • EAA Compliance Roadmap: Official documentation to protect Dunelm from 4% turnover penalties.

    The Result: Immediate risk reduction and a clear legal protection framework.

Phase 2: Accessible Marketing Advisory (IMPACT™ External) (£8,495)

The Opportunity: 55% of disabled consumers abandon online carts due to poor UX.

Our Solution: Using the IMPACT™ (External) framework to ensure your marketing converts.

• Deliverables:

  • Accessible Checkout Design: Removing cognitive friction for ADHD/Autistic users.

  • Inclusive Content Strategy: Applying the IMPACT™ pillars (Inclusive, Machine-readable, Proven, Accessible, Community-led, Tested).

  • Team Training: Upskilling your creative teams on "Cognitive Accessibility."

    The Result: A 30–40% projected increase in engagement from the "Purple Pound" (£274bn market).

Phase 3: Neuro-Inclusive Workplace Systems (IMPACT™ Internal) (£7,995)

The Foundation: Dunelm already supports the Reach housing project. We bring that same commitment inside your offices.

Our Solution: Redesigning systems for your 15,000+ colleagues.

• Deliverables:

  • Systems Audit: Identifying where your onboarding and performance reviews leak neurodivergent talent.

  • Leadership Training: "Neuro-Inclusive Leadership" for senior management.

  • Adjustment Frameworks: Streamlined "Reasonable Adjustment" policies to meet Equality Act 2010 duties.

    The Result: Reduced attrition (proven 34% reduction in similar retail clients) and a culture that attracts the best "spiky" talent.

The 2026 Business Case

Why Tania Gerard Digital?

The Authority in Neuro-Inclusive Digital Strategy

We don’t just "talk" about inclusion; we build the systems that make it work. Tania Gerard Digital bridges the gap between technical WCAG compliance and the lived experience of your neurodivergent customers and colleagues.

Verified 2026 Credentials

• Qualified Technical Expertise: IAAP Certified Accessibility Professional (CPACC) & ADDCA Trained (ADHD Coaching Academy).

• Global Voice: TEDx Speaker ("Make Your Marketing Accessible") and Top 10 Speaker for Neurodiversity Celebration Week 2026.

• Policy & Governance: ADHD UK Ambassador and UK Parliament Advisor, directly shaping national accessibility standards and neurodivergent inclusion policies.

• Lived Experience: Diagnosed AuDHD with 10+ years of corporate "Head of Digital" experience. Tania speaks the language of the boardroom and the developer.

Meet Tania Gerard

Accessible Marketing Consultant | Keynote Speaker | Systems Architect

Tania Gerard is the founder of Tania Gerard Digital UK, one of the nation’s premier consultancies dedicated to the intersection of accessible marketing and neuro-inclusive workplace systems.

Tania’s unique methodology, the IMPACT™ Framework, was born from a decade of leading high-growth digital departments, combined with her own perspective as a neurodivergent woman with ADHD and Autism. She transforms accessibility from a "legal burden" into a competitive revenue driver.

Strategic Impact & Client Portfolio

Tania has delivered transformation strategies, leadership training, and technical audits for global brands and public institutions, including:

• NHS & Public Sector: Optimising critical communication for diverse populations.

• Retail & Hospitality: Greene King, Amazon, and Gusto.

• Agencies & Global Firms: Dentsu, APCO Worldwide, and Help for Heroes.

Ready to secure Dunelm's digital future?

Let’s ensure your 10% market share goal is built on a foundation of 100% inclusion.

Contact: hello@taniagerard.co.uk | Book: [Book a Strategy Session]