Signsbury’s - The world's first deaf-friendly supermarket


Signsbury’s - The world's first deaf-friendly supermarket, Gravity Road / Sainsbury's
It’s fair to say that employee volunteering initiatives, although noble, rarely make global headlines. But then, Signsbury’s wasn’t an ordinary case.

The UK’s first signing store, Signsbury’s was the brainchild of Sainsbury’s Bath colleagues, who suggested a more deaf-inclusive store for Bath’s deaf shoppers, as part of Sainsbury’s 150th anniversary celebrations. With a longstanding commitment inclusivity, Sainsbury’s committed to bring the Bath store’s vision to life in the most spectacular way possible. We orchestrated BSL lessons for 100 colleagues, installed helpful screens around the store, and even helped kids 'Sign for a Snack' to get everyone learning. A bold storefront sign change set the media alight, with international coverage and praise, and digital extensions ensured millions more Brits got to pick up introductory phrases.

Sainsbury’s exists to help Britain 'Live Well For Less'; an ambition that puts the customer experience front and centre. With a major anniversary, Sainsbury’s made a commitment to substantiate that brand promise: elevating it from a marketing slogan to a rallying cry for a more meaningful, purposeful and customer-oriented mode of brand behaviour. The success of Signsbury’s has paved the way for a more purposeful evolution of 'Live Well For Less', in 2020 and beyond.