Solution – 380 counter hearing loop systems installed at more than 70 locations across Canada

Creating a More Inclusive Shopping Experience

As Canada’s largest retailer, Loblaw Companies Limited serves millions of customers through a diverse network of grocery stores, pharmacies, and other retail locations across the country.

For customers with hearing loss, everyday shopping can present communication barriers. Conversations at checkout counters, customer service desks, pharmacy counters, and deli departments can be difficult when there is background noise, activity, or physical distance between a customer and an employee.

Loblaw recognised that accessibility means creating an environment where customers can communicate clearly and independently with the team members serving them.

From Pilot Project to Canadian National Rollout

The relationship between Loblaw and hearing loop technology began in 2022 with a pilot program supported by the Canadian Hard of Hearing Association’s ‘Get in the Hearing Loop’ campaign.

Following the success and positive impact of the initial installations, the project expanded significantly throughout 2024 and 2025, ultimately developing into a Canadian national rollout.

To date, 380 counter hearing loop systems have been installed in more than 70 Loblaw locations across Canada.

The systems have been deployed across a broad range of Loblaw’s retail banners, including:

• Loblaws
• Maxi
• No Frills
• Pharmaprix
• Provigo
• Real Atlantic Superstore
• Real Canadian Superstore
• Shoppers Drug Mart
• Your Independent Grocer
• Zehrs

The large-scale rollout demonstrates that hearing loop technology can be effectively incorporated into a wide variety of retail environments and customer service settings. The initiative also highlights how accessibility solutions can be scaled across a large retail network while adapting to the unique needs of each service point and location.

Hearing Loops Where Customers Need Them Most

The hearing loop systems are installed at key customer interaction points throughout Loblaw stores, including:

• Checkout counters
• Customer service counters
• Deli counters
• Pharmacy locations

These are everyday interactions where clear communication is essential.

A typical counter loop installation includes a microphone positioned for the Loblaw employee. When the employee speaks into the microphone, the hearing loop transmits the audio signal directly to a customer’s compatible hearing aid or cochlear implant through its telecoil.

Instead of trying to hear a voice through the surrounding noise of a busy retail environment, the customer can receive the intended audio signal directly through their personal hearing device.

The Impact: Better Service and Greater Access

The value of the Loblaw initiative extends beyond the technology itself.

According to Paul Anthraper, District Manager of Market Franchise, Loblaw Companies Limited, the hearing loops have had a significant impact since the first installations:

“Accessibility is about removing barriers so everyone can participate fully. By introducing hearing loop technology in our stores, we’re making it easier for customers with hearing loss to communicate with our teams and navigate their shopping experience with greater confidence and independence. That’s a meaningful change, and one we’re proud to be part of.”

The initiative demonstrates how an accessibility solution can benefit both sides of customer interaction.

For customers, hearing loops can provide greater access to information and services. For Loblaw team members, they provide another tool for delivering effective customer service and creating a more comfortable shopping experience.

Reaching Communities Across Canada

Loblaw’s rollout has extended hearing loop access far beyond major urban centres.

The initiative has reached communities across the country, including stores in Whitehorse and Yellowknife, demonstrating Loblaw’s commitment to making accessible communication available to customers in a wide range of communities.

As Canada’s largest retailer, Loblaw recognises the responsibility that comes with serving such a broad and diverse population.

As Paul Anthraper further explains:

“We serve millions of Canadians, and we have a responsibility to think carefully about the barriers they may face in our stores. When we can remove one of those barriers in a practical, meaningful way, that’s an opportunity we should act on.”

That philosophy is reflected in the company’s decision to make hearing loop technology available across its retail network.

Addressing an Often-Overlooked Barrier

Hearing loss is widespread, yet communication accessibility can sometimes receive less attention than other forms of accessibility.

Ann McSweeney, National Executive Director of the Canadian Hard of Hearing Association (CHHA), said, “We dream of a world where people with hearing loss can thrive each day with communication access, full inclusion, and equal participation in all aspects of life, everywhere they go. Through education, advocacy, and technology solutions, our “Get in the Hearing Loop” program is a national movement that is helping build accessible and inclusive spaces toward a barrier-free Canada for the hard-of-hearing community. We hope to change public spaces and lives by sharing information about hearing loops.” (Loblaw Companies Limited, 2026)

For the nearly four million Canadians experiencing hearing loss, difficulty communicating at a checkout, pharmacy, or customer service counter can turn a routine interaction into a frustrating experience.

Accessible communication helps remove that barrier.

Loblaw’s rollout provides a tangible example of what hearing accessibility can look like in practice.

For more information on Hearing Assistive Technology (HAT) Group, visit: https://hearingassistivetech.com/

Article links related to the Loblaw Hearing Loop Initiative:

• Creating Barrie-Free Public Spaces for 4 Million Canadians with Hearing Loss: https://www.loblaw.ca/en/creating-barrier-free-public-spaces-for-4-million-canadians-with-hearing-loss/
• Loblaws rolls out hearing aid program in stores across Canada: https://www.grocerybusiness.ca/loblaw-rolls-out-hearing-aid-program-in-stores-across-canada/
• A full list of participating Loblaw grocery stores with hearing loops: https://getinthehearingloop.ca/2025/01/29/a-milestone-worth-celebrating/ 

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Whether it’s a new development or a renovation, adding hearing loops into the plans allows the systems to seamlessly fit into each venue’s unique layout.

At the courthouses in Ontario, renovations were already underway when the project managers became aware of the hearing loop specification. The project contractor contacted Contacta dealer Better Hearing Solutions for a solution.

Bill Droogendyk and his team began discussions with the contractors to install 21 one-to-one above the counter loop systems at secure windows.  Their proposal was signed off in March 2022 and work began later that year.

Under-the-counter hearing loops would have been the ideal system to use but were precluded by the stage of construction. As a result, the Better Hearing Solutions team selected above-the-counter systems to avoid the need to alter the counters that had already been installed.

The courthouses were in constant use during the 18-month installation project so the installation team had to do the bulk of the work after hours.

The M300 cardioid microphones cut out background noise and allow detainees, family members, staff and visitors to talk at a discreet volume.

Clear signage at every window lets people know the hearing loops are available.

The installation is part of an accessibility plan by Ontario Public Service to become a more inclusive and accessible employer and service provider.

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The COP28 UN Climate Change Conference in Dubai had 85,000 participants including more than 150 Heads of State and Government.  While meeting to take the first ‘global stock take’ of the world’s efforts to address climate change, Contacta and our partners Topland worked diligently behind the scenes to install hearing loops to make the conference accessible to those with hearing loss.

Our partners in the region, Topland, were commissioned to install Contacta large area hearing loop systems in 43 COP28 venues in the Blue Zone and in the Green Zone around Expo City.

The Blue Zone was a UNFCCC managed site, opened to host formal negotiations across the two weeks of the conference.  It was also home to the World Climate Action Summit, the country pavilions, presidency events, and hundreds of side events including panel discussions, round tables, and cultural events.

The Green Zone, managed by COP28’s host country of UAE, was an informal space for youth representatives, artists, businesses, regional and local decision-makers to discuss, present and exchange ideas and solutions for a net-zero future.

Topland Managing Director, Andy Faulkner, and his team of engineers focused on controlling of the electromagnetic signal emitted by all 43 systems. The goal was to ensure confidentiality and preventing the loop signal from spilling over between rooms.

The Contacta design team worked with Topland to carefully create custom phased array configurations, integrating cancellation loops in each space. Contacta’s 3D visualization software enabled perfect control of the signal and optimal coverage throughout the large meeting spaces with no overspill.

Hearing loops were the assistive listening technology preferred by the COP28 AV integration contractors, following the positive experience they had had at previous conventions.

More than 31,150ft of copper hearing loop cable was laid over several weeks prior to the event.  Thirty-two V22a-PRO and V34a-PRO Hearing Loop Drivers were selected to power loops in the larger rooms and eleven V15a Hearing Loop Drivers powered systems in the smaller rooms and spaces.

Quick Solutions to Meet the Deadlines of the Project.

Changes in room configurations and flooding caused by heavy rains days before COP28 opened, had the team thinking quick on its feet for solutions.

Despite the standing water, the loop cabling was unaffected.  Once the floors had dried, Topland’s engineers were able to test the loops, commission them to the IEC-60118-4 standard and meet the tight deadline before the conference began.

“This was such a significant job for us and the quality of Contacta’s design work for the loop areas gave us absolute confidence,” said Andy.

“Hearing loops were the ideal assistive listening technology for COP28 because it draws delegates from all over the world.  Loops are universal so no matter where people come from, with a T-coil enabled hearing aid or cochlear implant, they can access sound from the loop.  There’s no latency, so presentations and discussions are inclusive, and everyone is able to participate.”

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The Aston Martin Experience is an iconic experience center and home of the legendary Formula One racing. The center welcomes automotive enthusiasts from around the world. With a high demand for clear and seamless communication in a luxurious yet bustling environment, Aston Martin turned to Contacta’s window intercom systems to elevate their client interactions.

Opened to the public in 2023, Aston Martin Silverstone prides itself on providing an unparalleled experience to its visitors. However, the noise level in the center, combined with the need for maintaining an elegant and sophisticated atmosphere, posed a challenge in ensuring effective communication between staff and clients.

Contacta was chosen to address this challenge. Working closely with MJL, Aston Martin’s preferred integration partner, Contacta proposed the STS-K058 Window Intercom System to align with the brand’s vision and overcome the ambient noise challenges.

The system incorporates a high-quality cardioid and glass mounted microphone on the customer side. This provides an unobtrusive and aesthetic solution that integrated with the design of the screen at Aston Martin Silverstone.

On the staff side, a free-standing microphone unit was chosen to offer easy and intuitive communication between staff members and clients. This design ensures that staff can effortlessly engage with visitors, enhancing the overall experience.

The installation itself, carried out by expert Contacta engineers, was in line with the high standards of the venue, with all wiring neatly tucked away and secured to provide an elegant, robust, and wire-free result.

The system’s noise-cancelling technology effectively filters out ambient noise and improves communication across screens, maintaining a serene atmosphere even amidst the bustling activity of the center.

Recognizing the value it added to Aston Martin Silverstone’s environment, site staff expressed intentions to continue to use Contacta systems in future projects.

To learn more about the STS-K058 Window Intercom System, system components and how it’s installed, click here.

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As Poland’s most well-known racetrack, this venue is a major attraction at the Polish Capital. It consists of two tracks, three grandstands, and a large paddock home to several hundred horses permanently residing on site. The unique setting, with its famous atmosphere, attracts large crowds from Poland and abroad.

The site is home to the famous Derby race held every July, the Arabian Day of the Great Warsaw Race, dates back to the 19th century.

Customers first interaction at the venue is at one of the track’s 43 customer-facing ticket windows.  The windows hindered communication between the customer and staff, and the venue needed a solution for clear communication.  The installed STS-K001 window intercom systems provide clarity for staff and customers, overcoming ambient noise conditions.

The system components are made of durable powder-coated steel for both staff and customers.  On the customer side is the STS-B80 Bridge Bar in a Black finish that sits on either side of the pass-through tray.  The speakers are located on both the left- and right-hand side of the Bridge Bar and the customer microphone is elevated to be near to the customer’s mouth.  On the staff side, staff utilize a headset.

The customer and staff’s microphone and speakers are all connected to the STS-A31H Amplifier, housed under each window station on the staff side.

Finally, each window intercom system has been equipped with a hearing loop, to provide accessibility for customers with hearing loss.

The installation of window intercom systems combined with hearing loops ensures that communication is clear and easy.  All visitors, including those with hearing loss, can now enjoy the Służewiec Horse Racing Track ticket windows with clarity.

To see our complete range of window intercom solutions, click here.

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The FIDS upgrade included an integration of a new paging system, fitted for voice-over-text paging, along with deployment of hearing loop systems that would deliver the sound for passengers with Telecoil hearing aids.

Project Overview
Better Hearing Solutions installed four Contacta Supa M300 Counter Loop Systems and three large-area systems using Contacta V22a-Pro drivers to improve accessibility at the boarding gates. The Supa M300 systems were fitted at the check-in counters of WestJet, Porter, Flair, and Air Canada to assist with one-on-one communication. The larger V22a-Pro drivers were installed at three boarding gates, covering the entire seating areas to help passengers hear public announcements.

Installation Process and Challenges
The installation was carefully planned to minimize any disruption to the airport’s daily operations. The flat copper wires for the large-area loop systems at the gates were tucked underneath the carpet, which was being replaced, so they wouldn’t interfere with passenger flow. The drivers received an audio feed connection from the Airport CX system, synchronizing the sound source ensuring smooth integration and clear sound delivery. While the installation process went smoothly, a challenge arose when the magnetic field emitted by the hearing loop systems caused interference due to its proximity to Canadian Air Transport Security Authority (CATSA) equipment. To resolve this, the team of Better Hearing Solutions worked with CATSA and the security equipment manufacturer to understand the frequency output, eliminating the interference and allowing the project to be completed successfully.

Response and Impact
“We are better able to a mange the information content we share with passengers.” state Rosanna Pellerito, Director of Corporate Services/CFO Canda.  Feedback from both staff and passengers has been overwhelmingly positive. The sound quality has significantly improved, and the FIDS now provides more accurate, real-time data. These improvements have made the airport experience more accessible and efficient for all passengers.

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In 2024, Contacta Inc dealer in Wisconsin, DRS Sound, were called upon to install a hearing loop system in the Shrine’s chapel to make the services and ceremonies more accessible to those with hearing loss. The project was significant in supporting the Shrine’s dedication to ensuring that everyone, regardless of hearing ability, could fully engage in its religious services and events.  The hearing loop installation marked a significant improvement in the shrine’s accessibility and inclusivity.

Project Overview

The loop required precise design to meet the specific needs of the venue. The chapel consists of two large areas that required the loop to deliver the audio either separately or jointly, when both spaces are combined for larger events with one audio source. The loop design had to ensure full coverage for both configurations. DRS Sound created a tailored plan that incorporated the loop across both spaces. Utilizing two Contacta V22a-Pro drivers the two loops were fed into the venue Matrix system, which enabled the venue to use the loops either separately with two audio feeds, or as a larger joint space with one feed.

Challenges and Solutions

The installation of the hearing loop system came with some challenges. One of the main tasks involved careful lifting and replacing carpet tiles to cover the loop wires according to the design. The team also had to adjust and set audio time delays to ensure the sound from the loop coincides with the PA system. Positioning of the signage was also a challenge as was the electrical setup.

Collaboration and Future Plans

DRS Sound has been working with the National Shrine of Our Lady of Champion for over a year and continues to be a trusted partner in enhancing the venue’s accessibility. The long-term collaboration has fostered a positive working relationship between DRS Sound, the venue Audio team, and Contacta, Inc.  As for future plans, DRS Sound looks forward to supporting the Shrine in any future accessibility projects to ensure their services remain inclusive for all visitors.

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Installation Details
A total of 37 SUPA-M300 hearing loop systems were installed in the departures area of Winnipeg Airport, including in all check-in counters, the Information Booth, and the Valet desks. These systems were implemented as part of an ongoing effort to improve accessibility and provide enhanced communication for passengers with hearing loss.

Purpose Behind the Installation of the Hearing Loop System
The decision to install hearing loops was driven by an assessment of the departures area, where the high vaulted ceilings contributed to excessive background noise, making it challenging for individuals with hearing loss to hear clearly. To address this, hearing loops were installed to enhance speech clarity and minimize the impact of ambient noise. In addition, hearing loop listeners were made available at the Information Booth free of charge for passengers without hearing aids, ensuring greater accessibility and inclusivity for all travelers.

Impact and Response to the Installation
Julie Chapko, Accessibility Specialist at Winnipeg Airport Authority said: “The response to the hearing loops installation has been overwhelmingly positive, particularly from the aging population, who have expressed gratitude for the enhanced clarity and accessibility. The ability to hear more clearly and without distortion has been greatly appreciated by both passengers and staff”.

Supportive Feedback and Testimonials
“Initial feedback has been extremely encouraging, not only from passengers but also from airline staff. Several agents have expressed interest in using the loops to better hear passengers, highlighting the system’s benefit beyond just passengers”. This feedback highlights the broader positive impact of the installation, improving service for both travelers and staff.

Plans for Future Installations
Plans for 2025-2026 include expanding the hearing loop system to the airside gate seating area. This improvement will enhance the clarity of flight announcements, ensuring a better experience for our passengers.

The YWG Accessibility team remains committed to identifying and implementing the most effective solutions to improve accessibility throughout the terminal.

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The city’s public service facilities include the Town Hall, which functions as the administrative and legislative center for municipal governance; the Transit Terminal, a vital transportation hub; and the Social Services department, which offers essential support programs in areas such as financial assistance, housing, childcare, and social services. These facilities are key to the city’s effective operation and to services it provides to residents.

A recent upgrade to the City’s facilities saw a deployment of a variety of new communication systems to improve accessibility. Hearing loop technology and window intercom systems were installed at several key locations.

Town Hall Installation: At the Town Hall, the STS-K072 unit was installed, along with the STS-SU1 Staff Loudspeaker unit. This custom installation allowed the staff side to provide better sound quality and a mute function. This solution allows clear communication for both staff and visitors as well as providing a space-saving solution at the service desks.

Transit Terminal Installation: This installation was more extensive. The STS-K001 Window Intercom Kit was paired with two hearing loop systems: the IL-AE99 aerial (under the counter) for the staff side, and the IL-AE97 (above the counter) for the client side. This setup permits both staff and passengers to have access to the sound coming from the hearing loops.

Social Services Installation: Similarly, the service desks at this location included the STS-K001 Window Intercom Kit with dual hearing loop configurations for both sides.

Standard Installation Approach: The installation process was efficient. The two hearing loops were configured on both sides of the counter. This approach optimized communication for both staff and clients. The window intercom systems were integrated into the existing infrastructure. This allowed public services to continue without disruptions.

The successful installations at the Town Hall, Transit Terminal, and Social Services departments supported the City of Peterborough’s commitment to improving accessibility for all residents. With an upgrade towards inclusivity for all users of public services, the integration of these new communication systems has not only met accessibility standards but has also enhanced the experience for individuals with hearing loss.

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Being fairly new to the hearing loss community, she became very proactive in educating herself and advocating for better hearing. Tracy has recently joined the Loop Lane County Committee in Eugene, OR where the mission there is to understand, educate and advocate for the installation and usage of hearing loop/telecoil systems in appropriate public and private spaces.

Alan Anttila is one of the board members of the committee as well as the owner of Hearing Support Solutions LLC, who did the installation at the Springfield Grocery Outlet. Alan has been wearing hearing aids for 11 years, so he’s acutely aware of the challenges that the hearing loss community faces.

Having experienced it firsthand, Tracy now knows the difficulties in trying to hear in different environments. Knowing that her store has many ambient noises such as background music, scanning, talking, etc., she felt that hearing loops should be installed at the checkout counters of her store where these noises can get in the way of 1 to 1 communication with the cashier, causing a stressful experience for hearing aid wearers.

Tracy reached out to Hearing Support Solutions to install a loop at each of the checkout counters in the store. Five of Contacta’s Above the Counter Loop Kits were installed with the M74-02 Discreet Microphone. Due to the kit’s low-profile structure, it can be fitted into many positions which became key in this installation.

Since the checkout stands are constructed completely out of steel and stainless steel, this presented challenges for placement of the loop due to metal absorbing the signal. To work around this issue, Alan installed Contacta’s IL-AE97 Loop Aerial using the bracket to attach the loop aerial to the wood payment platform.

This placement is ideal height for the loop field and being away from the metal. The hearing loop sign is located right where the customer is standing during checkout so they will know a hearing loop is available, and since the aerial is located inside the sign, the customer is standing in the best range to receive the loop signal.

Another challenge that presented itself was microphone placement. Since the space below the computer touch screen was very tight and the scale is frequently removed for cleaning, mounting the mic on the top of the scale or monitor arm was not an option.

By using Contacta’s Discreet Microphone, Alan was able to create a compact solution. He created a microphone holder out of aluminum bar stock that placed the microphone about 4″ above the computer screen, this way the constant tapping on the screen would not be picked up by the mic. The microphone is also aimed directly at the cashier’s face. Alan knows that sound collection via thoughtful mic placement is critical for people with severe to profound hearing loss.

The extra work was worth it in the end as every checkout in the store is now looped. As a hearing aid wearer herself, Tracy knows how valuable these loops will be for customers who are hard of hearing and is proud that her store is now a safe and accessible place.

In this video, she shows off her newly looped checkout counters and explains how they work – https://www.youtube.com/watch?v=jI0vhf9HjqA

The owners are hopeful to get customer reviews via signage and comments made to the cashiers as the loops are put to use.

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