And the message is, BSL does ?
To give its deaf customers a better experience in store, Sainsbury’s has created a short film for its colleagues on how to communicate with deaf customers, particularly those who use British Sign Language (BSL).
Retailer creates award-winning film to teach all colleagues basic sign language
Film now being made public to enable more people to learn
Sainsbury’s has invested over 50,000 hours in the past year on disability awareness training
The innovative film was created as part of Sainsbury’s non-visible disabilities awareness week, after colleagues expressed a lack of confidence at communicating with customers who are deaf sign language users.
Sainsbury’s held workshops with its colleagues who are deaf sign language users to develop the film. The workshops helped provide insights on colleagues’ own experiences of shopping and which signs would be most useful to teach the retailer’s 161,000 colleagues who would watch the video.
In a first for UK food retailers, Sainsbury’s is making the internal film public to help more people feel comfortable communicating with the one in six people in the UK who have some form of hearing impairment or deafness.