Fashion Chain Tamnoon Launches Nationwide Sign Language Service for Deaf Customers

Israeli fashion retailer Tamnoon has completed a nationwide rollout of a new accessibility initiative aimed at serving the country's deaf and hard-of-hearing community. The program, developed in partnership with accessibility technology firm Sign Now, enables customers to communicate directly with store staff via instant video calls with certified sign language interpreters.

Customers can access the service by scanning a QR code located at checkouts and store entrances, eliminating the need for app downloads or prior registration. The system connects users to a live interpreter who facilitates communication with store employees in real-time, assisting with inquiries about sizes, promotions, and checkout processes.

This initiative addresses the needs of over 800,000 Israelis who are deaf or hard of hearing, for whom sign language is a primary communication method. Initial pilot data from three months of operation indicates high customer satisfaction and operational efficiency, with an average wait time of 34 seconds for an interpreter and an average call duration of 3.2 minutes.

Following the successful pilot, Tamnoon and Sign Now are planning to expand the service to include transcription, simplified language options, and pre-visit phone support. Baruch Reiner, CEO of Tamnoon, stated that providing equitable and accessible service is a core value for the company, aiming to remove barriers and ensure all customers feel welcomed and understood.

Tomer Levi, founder and chairman of Sign Now, praised Tamnoon's commitment as a model for corporate responsibility, emphasizing that real-time sign language service in retail is a significant step towards a more just and accessible society.