Wegmans Food Markets, Inc. is expanding the use of in-store assistive technology to ensure its deaf and hard-of-hearing shoppers can communicate effectively.
The East Coast grocer is now offering free access to on-demand American Sign Language (ASL) interpreting at every location via the Aira ASL app.
Users can download the Aira ASL app, tap a button and start a video call with a professional ASL interpreter. Using the video and microphone capabilities of the caller’s mobile device, interpreters facilitate communication between deaf and hearing people. During store hours, the service is available on-demand, with no scheduling or waiting for an interpreter.
Wegmans partnered with Aira in the past to improve the grocery shopping experience for other sensory-impaired shoppers. Since 2018, the regional supermarket chain has offered Aira Explorer, an app that connects blind and low vision callers with visual interpreters.
Free access to both services means anyone at a Wegmans store can obtain the communication and visual assistance they require while grocery shopping.
“At Wegmans, we are dedicated to delivering incredible customer service to every person who walks through our doors,” said Tracy Van Auker, director of community engagement and communication at Wegmans. “This collaboration enables us to better serve our deaf and hard-of-hearing customers by providing them with an innovative way to communicate with our employees more efficiently.”
“Encountering communication barriers in high-detail interactions while grocery shopping can be time consuming and frustrating,” added Henri Grau, director of deaf community engagement at Carlsbad, Calif.-based Aira. “Aira ASL at Wegmans means more efficiency with tasks like ordering a custom item at the bakery, getting help with locating a hard-to-find item, or discussing a product’s ingredients or preparation. We’re proud to be strengthening our relationship with Wegmans as they expand accessibility for all.”
Elsewhere, Aira is also supporting blind and low-vision shoppers at Walmart, Target and Meijer.
Family-owned Wegmans operates 114 stores along the East Coast. The Rochester, N.Y.-based company is No. 36 on The PG 100, Progressive Grocer’s 2026 list of the top food and consumables retailers in North America. PG also named the company among its Most Sustainable Grocers.
https://progressivegrocer.com/wegmans-breaks-communication-barriers-deaf-shoppers
