Non-English speaking Aussies are missing out on savings

Non-English-speaking customers are missing out on discounts at Woolworths due to language barriers and shopping fear. Gabriella Galati reports.

Everybody wants the best price on their weekly shop.

Shoppers at the big two supermarkets look to find those flashy orange tags on their favourite products, often settling for generic or home brand foods to save money.

Groceries remain an icon of the current cost-of-living crisis due to being a non-negotiable expense, sparking a royal commission to investigate claims of price gouging.

Some shoppers are missing out on essential cost-saving deals at the checkout due to language barriers and security fears. (Image: Shutterstock)

However, non-English speaking Aussies are missing out on much-needed deals and savings due to language barriers and shopping fear. According to one Woolworths customer service manager, the miscommunication is costing workers and customers their time, money and shopping security.

Prithvi Mhatre, a Woolworths The Pines Customer Service Manager, said non-English speaking customers aren't signing up for rewards and savings programs due to a "lack of knowledge" and a "fear of information being taken by the company".

Often, Mhatre said, these customers will also opt to pay in cash, missing out on other card deals and specials only available on apps and other digital services. Signing up for these online digital services can be intimidating and tedious, isolating non-English speaking customers further.

The difficulty of communicating with customers takes a toll on the staff, too. Multiple encounters of facing the same communication problems can cause significant strain on team members.  

Mhatre said the issue “affects the staff 80% and 20% customers” and that “working long shifts can be frustrating.” As a Customer Service Manager, Mhatre instructs staff in how to manage frustrated non-English-speaking customers.  

“Take a step back, listen to them, try to understand them. Be polite, don’t show frustration even if they are frustrated and stay calm.”  

Despite these steps, the problem continues to occur. To dissipate the frustration, Woolworths Group prioritises hiring diverse staff to not only give opportunities for refugees but also to bring communities closer together, as Australia is a very multicultural place.  

According to the Woolworths Group website, Woolworths is in partnership with Community Corporate Pty Ltd, a social enterprise that employs “200 refugees in Woolworths Supermarkets, Metro Food Stores and Customer Fulfilment Centres.”  

Woolworths Group states, “Our team should reflect the culturally diverse communities we serve.”  

For inquiries regarding the Everyday Rewards Program, visit www.everyday.com.au or contact 1300 10 1234.