Multilingual Assistance Now Available at Canada’s Loblaws Stores

Loblaws, Canada’s top retailer is now providing multilingual assistance to facilitate customer service. “I Speak Program” is now implemented in 183 outlets.

Multilingual assistance is now available to Loblaws shoppers. New Canadians will feel more welcome entering Loblaws outlets when there are staff members available who speak their native language. This year, Loblaws Ontario stores have launched the “I Speak Program.” Employees of Loblaws who have the ability to speak languages other than English will wear a nametag that signifies that language or languages they can converse in such as Spanish, Italian, French, Mandarin, Cantonese and Punjabi. They will wear such nametags signifying their availability to extend help to Loblaws customers.

Sixteen languages integrated

At this point 16 languages have already been integrated in the program and according to administrators the requests are coming in. Shoppers will now be able to go about their business in the language that they are most comfortable in. According to Chris Fisher, Loblaws Companies vice-president for multicultural merchandising the program was already piloted by its Real Canadian Superstore in Western Canada.

Engaging with customers

Fisher said that they have been making the effort to cater to the whole population of Canada and the program is their latest attempt at integration. “I Speak” is currently implemented in around 183 stores and by 2014 the whole chain of stores, around 1,000 outlets in all, will be on board.

Next on the program

The next step in the “I Speak Program” is putting signs on the check-out lines so that the languages spoken by the people manning the service counters are readily visible to shoppers. The other sections of the stores such as the pharmacy, deli, and bakery will be marked with signs as well. The basic idea is to put the signs where store staff members come into maximum contact with the shop patrons.

The program also aims to implement an external program that involves recruitment of targeted groups such new Canadians, Aboriginal peoples, and persons with disabilities. This particular phase of the program is expected to be in place by the end of 2014. At the same time, the “I Speak Program” will already be incorporated in all existing Loblaws outlets.

Best Employers for New Canadians Award

Mediacorp Canada Inc. named Loblaw Companies Limited as one of the Best Employers for New Canadians, for the third time in a row this year. The award was given to commend the company for providing an inclusive workplace that respects ethnic diversity. The company remains fully committed to reducing employment barriers for immigrants and other multi-nationals in order to ensure that the needs of new Canadians are recognized, respected, and satisfactorily met by the store and its employees.

Loblaws is proud of its efforts in successfully integrating various cultures and its programs designed to address relevant cross-cultural issues. The company’s projects directed to promoting diversity were spearheaded by its Inclusion Council. The Council has worked so well in ensuring that a welcoming environment awaits everyone who comes through Loblaws doors.

Canada’s largest food retailer

Loblaw Companies Limited, Canada’s largest food retailer, is a subsidiary of George Weston Limited and it is the largest employer in Canada’s private sector. Loblaw now employs a total of around 134,000 people and is known for high quality and innovative product offerings.

Photo Credit: Loblaws Supermarket façade located at Ottawa, Ontario, Canada