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Foxtrot Scales Sign Language Service Across All 126 Stores

25/ 07/ 2025
  Every Foxtrot retail store and the online platform FOXTROT.UA now features a digital solution enabling deaf and hard-of-hearing customers to receive consultations in a convenient format and make purchases comfortably. In July 2025, Ukraine’s largest consumer electronics retailer expanded the coverage of its sign language interpretation service to all stores across 68 cities. This marks the final stage of the “Barrier-Free Foxtrot” corporate initiative, which has been implemented since 2023 in partnership with the NGO Social Unity Movement. Foxtrot became the first electronics retailer to adapt its business to the needs of customers with hearing impairments. “We rolled out the service in stages, gathered feedback from customers, partners, and store teams, refined our approach, and trained staff. Our goal wasn’t just to offer the option, but to integrate it meaningfully into our customer service policy. As a result, the online sign language interpreter service has become a standard feature at Foxtrot, bringing our brand even closer to our customers,” said Lesia Nikulina, Head of Retail Marketing and project curator. The Vushko web widget is available at Foxtrot.ua, enabling real-time communication between the customer, a contact center operator, and a sign language interpreter. Deaf and hard-of-hearing clients can select a nearby store or use the website to receive professional consultations, ask product-related questions, and make purchases with ease. This service has led to a noticeable increase in use and purchases, especially in physical stores. “We’re seeing clear growth in demand for the service: compared to 2024, the number of consultations for hearing-impaired clients has already increased by 22% this year. The record-holder is our store in Lviv (Pid Dubom 7B), which has completed over 170 consultations using the online sign language interpreter,” added Lesia Nikulina. Foxtrot also promotes sign language use in other communication channels. In early 2025, the company launched a video review series titled “Tech You Want – Reviewed!” featuring sign language interpreters. These videos go beyond product features, highlighting important insights and practical nuances not easily found in manuals. https://www.youtube.com/watch?v=GpNOCSyCCG8&t=143s At the same time, Foxtrot continues developing an inclusive retail environment. New and remodeled stores are equipped with inclusive service hubs for customers using wheelchairs, canes, or crutches. Induction loops have been installed to enhance sound quality for customers using hearing aids. The company also regularly updates accessibility information on its store map to ensure customers are informed about barrier-free services. Currently, 70% of the chain meets accessibility requirements, and the company continues to move forward with its commitments. * * * Background: Foxtrot is one of Ukraine’s largest omnichannel retail chains by number of stores and electronics/appliance sales volume, with 126 stores in 68 cities, an e-commerce site, and a mobile app. The retailer continuously implements changes aimed at modernizing business processes, ensuring accessibility, and improving the customer experience. Since 2021, Foxtrot has been a member of the “Business Without Barriers” community – an initiative led by First Lady Olena Zelenska to promote equal opportunities for all Ukrainians. In 2025, Foxtrot earned 2nd and 3rd place at the UCXE’2025 National Customer Experience Awards for “Innovative CX Case” and “Best CX Case in Employee Experience.”

Every Foxtrot retail store and the online platform FOXTROT.UA now features a digital solution enabling deaf and hard-of-hearing customers to receive consultations in a convenient format and make purchases comfortably.

In July 2025, Ukraine’s largest consumer electronics retailer expanded the coverage of its sign language interpretation service to all stores across 68 cities. This marks the final stage of the “Barrier-Free Foxtrot” corporate initiative, which has been implemented since 2023 in partnership with the NGO Social Unity Movement. Foxtrot became the first electronics retailer to adapt its business to the needs of customers with hearing impairments.

“We rolled out the service in stages, gathered feedback from customers, partners, and store teams, refined our approach, and trained staff. Our goal wasn’t just to offer the option, but to integrate it meaningfully into our customer service policy. As a result, the online sign language interpreter service has become a standard feature at Foxtrot, bringing our brand even closer to our customers,” said Lesia Nikulina, Head of Retail Marketing and project curator.

The “Vushko” web widget is available at Foxtrot.ua, enabling real-time communication between the customer, a contact center operator, and a sign language interpreter. Deaf and hard-of-hearing clients can select a nearby store or use the website to receive professional consultations, ask product-related questions, and make purchases with ease.

This service has led to a noticeable increase in use and purchases, especially in physical stores.

“We’re seeing clear growth in demand for the service: compared to 2024, the number of consultations for hearing-impaired clients has already increased by 22% this year. The record-holder is our store in Lviv (Pid Dubom 7B), which has completed over 170 consultations using the online sign language interpreter,” added Lesia Nikulina.

Foxtrot also promotes sign language use in other communication channels. In early 2025, the company launched a video review series titled “Tech You Want – Reviewed!” featuring sign language interpreters. These videos go beyond product features, highlighting important insights and practical nuances not easily found in manuals.

At the same time, Foxtrot continues developing an inclusive retail environment. New and remodeled stores are equipped with inclusive service hubs for customers using wheelchairs, canes, or crutches. Induction loops have been installed to enhance sound quality for customers using hearing aids. The company also regularly updates accessibility information on its store map to ensure customers are informed about barrier-free services. Currently, 70% of the chain meets accessibility requirements, and the company continues to move forward with its commitments.

* * *

Background: Foxtrot is one of Ukraine’s largest omnichannel retail chains by number of stores and electronics/appliance sales volume, with 126 stores in 68 cities, an e-commerce site, and a mobile app.

The retailer continuously implements changes aimed at modernizing business processes, ensuring accessibility, and improving the customer experience. Since 2021, Foxtrot has been a member of the “Business Without Barriers” community – an initiative led by First Lady Olena Zelenska to promote equal opportunities for all Ukrainians. In 2025, Foxtrot earned 2nd and 3rd place at the UCXE’2025 National Customer Experience Awards for “Innovative CX Case” and “Best CX Case in Employee Experience.”

This material is provided by a member company or partner organization of the European Business Association as part of an informational collaboration. The Association is not responsible for the accuracy, completeness, or reliability of the information presented. The views, opinions, and recommendations expressed in this material are solely those of the authors and do not reflect the official position of the European Business Association.

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