It has made its 'Life Doesn’t Come With Subtitles' film public
British retailer Sainsbury's is to train all its staff how to communicate with deaf customers.
It has created a short film, which particularly focuses on how to communicate with those who use British Sign Language (BSL).
Sainsbury's held workshops with deaf sign language users to develop the film.
It says the workshops helped provide insights on experiences of shopping, and which signs would be most useful.
It has now made the internal film public to help more people feel comfortable communicating.
Tim Fallowfield, company secretary, said: "Our vision is to be the most inclusive retailer where people love to work and shop.
"We are committed to investing in disability awareness training and this film is just one way that we are providing additional help to our customers with disabilities."
Dr Jan Sheldon, chief executive of the Royal Association for Deaf People, added: "Communication between deaf and hearing people can be difficult for both parties, but it can be made easier through awareness and education."
Over the past year, Sainsbury’s has invested over 50,000 hours on in training store colleagues how to help customers with visible disabilities and non-visible disabilities.