Waitrose and John Lewis language badge

In efforts to make foreign customers feel welcome, UK-based retailers Waitrose and John Lewis have launched a language badge for staff.

The badges are meant to serve as identifiers for foreign shoppers and give them the opportunity to engage with the staff using their native tongue.

“The UK is made up of a wealth of different languages and cultures and we want to celebrate that diversity by offering an even more tailored level of customer service,” said Katie Papakonstantinou, head of product services at John Lewis Partnership. “We want everyone to feel at home in our shops and this is a great way to ensure that those who speak a different language feel even more welcome.”

The initiative will start with 20 badges with more languages being added based on demand from customers. It will be implemented in ten Waitrose & Partners stores and seven John Lewis & Partners stores.