Foxtrot expanded its sign language service to 40 stores

At the end of April 2025, the retailer expanded the list of stores where the “Barrier – Free Foxtrot” service is connected to serve customers with hearing impairments, and also identified the most popular store among deaf customers. The free service has been scaled up to 10 more stores: in Kyiv, Uzhgorod, Zaporizhia, Ivano – Frankivsk, Kryvyi Rih, Lviv, Mykolaiv, Odessa, Ternopil.


“For people with hearing impairments, the ability to buy equipment easily and without barriers is not just a convenience, but a basic need. In addition, such an experience builds trust and a desire to return. That is why we are constantly improving and scaling services so that every customer has equal opportunities for comfortable shopping. In parallel, we are working on physical accessibility – we are adapting the retail spaces of the stores to the inclusive expectations of our visitors,” says Lesya Nikulina, head of the company’s trade marketing department, curator and initiator of the “Barrier – Free Foxtrot” project.


Currently, the sign language service operates in 40 stores and on Foxtrot.ua, ensuring equality and accessibility to the chain’s products and services. To call an online sign language interpreter, the client can use a special tablet with installed software or scan a QR code. The “Ear” web widget is available on the Foxtrot.ua website for simultaneous communication with a contact center operator and a sign language interpreter.

“According to the results of the project, we have for the first time recognized the most popular barrier – free store in terms of serving deaf customers. It was our store in Lviv at 7B Pid Dubom Street. The team conducted 168 consultations using an online sign language translator. This is more than 11 hours of communication and support to help hearing – impaired customers get complete information about the equipment,” added Lesya Nikulina.


In total, since the launch of the sign language service, more than 40 hours of consultations have been provided in stores and 20 hours via a web widget on the website. The retailer’s further plans for the current year are to cover the entire network with the service.

Recall that in 2023, in partnership with the NGO “Public Movement “Social Unity”, Foxtrot launched a communication service with deaf customers through online sign language translators, being the first to offer such a solution in the electronics market. In 2024, for the implementation of this project, the company received a number of awards: silver in the nomination "Best Example of Implementing an Inclusive Approach" of the All – Ukrainian Customer Experience Award UCXE'2024, 1st place in the HR – Brand Ukraine Award 2024, silver in the international Partnership for Sustainability Award 2024 in the "Society" nomination, and was also recognized as one of the winners of the "Responsible Country 3.0" social initiative competition from MMR.

In addition, in new and renovated stores, the retailer focuses on organizing a convenient retail space for visitors who use a wheelchair, cane or crutches. An induction loop has been installed, which improves sound quality for those who use hearing aids. In particular, a set of such solutions has already been implemented in the retailer's stores in Chabany (Epicenter shopping center), in Lviv (62 Chervonoi Kalyna Ave.), in Odessa (City Center shopping center), Ivano – Frankivsk (Veles Mall shopping center), Zaporizhia (City Mall shopping center), and Bila Tserkva (Hermes shopping center).