Superdrug Launches British Sign Language Video Interpreting In Store For Deaf Customers

< Go Back

For immediate release: 20th March 2017

Superdrug are now offering a British Sign Language (BSL) video interpreting service for deaf customers in selected stores in the Essex/Manchester/Leicestershire area for a trial period.  Having this service in store will ensure that deaf customers can communicate in their first language, BSL, with any hearing team member, whether they have a general enquiry, or need more detailed assistance from a pharmacist.

The service in Superdrug, provided by SignVideo, is the first to be available in a health and beauty retailer.

Mark Hudson, Managing Director of SignVideo, said:

“It’s great that Superdrug have partnered with us to trial providing equal access to their customer services in store for deaf BSL users. Deaf BSL customers are often forgotten in customer services provision, especially in stores or branches.  Superdrug are ahead of their game to recognise that a step change is needed and we encourage other retailers to follow their example and support our British Sign Language community.”

Jeff McWhinney, Chairman and Founder of SignVideo and a BSL user himself continues

“It’s fantastic to have another leading retailer on board. Superdrug has engaged us, SignVideo, to ensure that their BSL using customers have access to their in-store customer services on an equal basis as for their hearing customers. By having video interpreters available within seconds, Superdrug has shown the way forward for more retailers really improve the BSL customer’s store experiences.”

Adam Jordan, Customer Experience Project Manager said

“We are very excited to be able to offer this service in selected Superdrug stores for deaf BSL customers, and have been inspired to work with SignVideo to provide this service.  We hope as many customers will take advantage of the service as possible so we can not only meet but exceed your expectations when shopping with us.”

CLICK HERE to find out which Superdrug stores will offer this service.

SignVideo provides British Sign Language (BSL) video interpreting services to enable communication between the community of over 150,000 deaf BSL users in the UK and hearing people. The service allows users to make and receive BSL interpreted video calls so that they can effectively and effortlessly communicate with each other. This happens through a professional video interpreter who relays the call between BSL and English and the service is available instantly on tablets, smartphones, computers and laptops via apps and software.

Born in 2004, SignVideo is led by Jeff McWhinney, a well-known deaf entrepreneur who fights tirelessly for equality of the deaf and hearing community. Today, SignVideo, a predominantly deaf-led organisation, provides their service to the government, NHS, councils, UK banks, telecommunications providers, helplines and many other types of organisations.

Read more and connect with us on social media at

About Superdrug

Superdrug is a health and beauty retailer in the UK and Ireland, a subsidiary of A.S. Watson Group itself part of the Hong Kong conglomerate CK Hutchison Holdings. It trades from nearly 900 stores across the UK and Ireland with the recent intention another 100 over the next 3 years. Superdrug is currently the UK’s fastest growing health and beauty retailer.

Besides health and beauty products, the company also have pharmacies with consultation rooms in over 220 stores, nurse clinics as well as nail and threading bars.