CUSTOMER SERVICE

SA shopping centre unveils interpreting service for deaf customers

By our African Marketing Confederation News Team | 2025

Deaf and hard-of-hearing shoppers are able to scan QR codes available at key points to connect with an interpreter via video call.

South Africa’s Eastgate Shopping Centre, located just outside Johannesburg, has introduced a real-time interpreting service for its deaf shoppers.

Photo: Eastgate Shopping Centre

The project is a collaboration with Convo South Africa to improve accessibility and convenience for the hearing-impaired community. Convo claims to be the world’s largest deaf-owned business with over 500 employees serving five countries in 10 different languages.

Through this partnership, the shopping centre provides on-demand access to South African Sign Language (SASL) interpreters at customer service points located across the centre. Deaf and hard-of-hearing shoppers are able to scan QR codes displayed at these points to connect with an interpreter via video call.

According to Eastgate, the service is quick, intuitive and offered at no cost to the customer.

“Inclusivity should not be an afterthought,” says Saadiyah Kahn, the centre’s General Manager. “We’ve been looking closely at how we can better accommodate shoppers with varying needs, and this partnership with Convo is an important first move. We are committed to ensuring every customer feels seen, understood and respected.”

In a press release, Eastgate says integrating the technology into its customer-service offering “is a step towards shaping an environment where communication barriers are actively removed. The rollout also signals the need to rethink how public spaces can better serve all members of the community”.

The centre is one of the largest shopping venues in greater Johannesburg and houses 200-plus retailers and various other services.

Woman at a podium giving a talk avani sign backdrop with african marketing confederation logos large blue conference slide screen behind her

World Marketing Council takes its first steps on the global stage

First Vice President outlines vision to champion professional excellence, ethical practice and innovation in marketing worldwide.

Group of people at a celebration raising a trophy together on a stage ceremony

AMC confirms Ethiopia will be the host of the 2027 conference

Zambian organisers of the 2026 gathering officially hand over the baton to an ecstatic Ethiopian delegation. Rwanda to host in 2028.

Conference hall stage with a man in a blue suit speaking at a podium on a large screen ticon africa banner visible'shaping the future of ict in africa'

Landmark gathering gets underway with delegates from over 30 countries

Opening plenary hears that securing Africa’s economic future requires businesses to discover new customers and cross-border opportunities.

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.