Fashion Chain Tamnoon Makes All Israeli Branches Accessible to Deaf Customers
Israeli fashion chain Tamnoon has completed a nationwide rollout with Sign Now to make all its branches accessible to the deaf and hard-of-hearing via instant QR-based video sign language translation.
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The Israeli fashion chain Tamnoon, founded by businessman Baruch Reiner in 1993, has announced the completion of a nationwide initiative to make all of its branches accessible to the deaf and hard-of-hearing community in Israel.
This initiative, carried out in partnership with the technology and accessibility company Sign Now, enables customers to communicate directly and naturally with store employees via an instant video call with a certified sign language interpreter.
How the Technology Works
The service operates independently without requiring customers to download an app or pre-register. Customers simply scan a QR code displayed on prominent signage at checkout counters and store entrances. This immediately connects them to a live interpreter who facilitates the conversation with the store staff in real time.
This move addresses the needs of over 800,000 deaf and hard-of-hearing individuals in Israel, for many of whom sign language is their primary language and natural channel of communication.
Pilot Results and Future Expansion
Data from the initial three-month pilot phase indicates high satisfaction rates and efficient operations:
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Average wait time: Approximately 34 seconds to connect with an interpreter.
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Average call duration: Around 3.2 minutes, covering size inquiries, promotional offers, and checkout assistance.
Following the successful pilot and positive feedback from both store employees and customers, the companies are preparing to expand the accessibility suite to include transcription services, linguistic simplification, and accessible phone support prior to store visits.
Leadership Statements
Baruch Reiner, CEO of Tamnoon, stated:
"As an Israeli fashion chain serving the general public, we view providing equal, accessible, and respectful service as a supreme value and a moral obligation. The partnership with Sign Now and the implementation of this system across all our points of sale allow us to remove barriers, equip our teams with practical tools for sensitivity and inclusion, and ensure that every customer feels welcome, understood, and completely independent."
Tomer Levy, founder and chairman of Sign Now, added:
"The commitment demonstrated by Tamnoon throughout this process is a model of genuine corporate responsibility that creates tangible social change on the ground. The ability of a deaf person to walk into a clothing store, approach the counter, and receive full, precise service in sign language in real time is a significant step toward a more just and accessible society."
