No one expects you to greet customers in all of the world’s 7,000 languages. But it would be simple to learn a few signs to make deaf customers using American Sign Language feel welcome. The easy ASL sign for thank you, for example, is shown in the illustration above.

“By implementing strategies focused on equal opportunity, accessibility and accommodation, retail businesses demonstrate that they care about every individual who walks through their door,” notes the website Deaf Services Unlimited. “Being accessible means demonstrating social responsibility. And this can unlock the potential for a broader customer base.”

There are three essential phrases we should use with every customer: welcome, can I help you (or what are you looking for), and thank you.  There are many YouTube videos such as this one for learning a few ASL signs, or you could have someone familiar with ASL come do a quick session with your staff. As with any new skill, learning even simple signs takes a bit of practice.

Deaf customers may use a notepad or smartphone screen to show you what they are looking for.  Find out whether they prefer a written answer, using a speech to text phone app, or can lip read. If you speak the answer, be sure to face the customer directly so that they can see your mouth and facial expressions, and enunciate clearly. This is also a great help for those who have some hearing loss – which includes almost 50% of the population over 70.

Store signage is also essential for creating a welcoming environment for those with hearing challenges. Make it easy to find different sections of the store, and label goods with sizes and prices. “Shelf talkers” (signs) describing the features of products are helpful for anyone reluctant to ask questions.

Customers who feel valued and respected are more likely to return – and to tell others about the store. We need to do our best to make sure that everyone who walks through our doors feels welcome, and is satisfied with their shopping experience when they leave.

Happy retailing, 

Carol “Orange” Schroeder