Photo: Tesco has partnered with Be My Eyes.

Tesco has become the first major supermarket in Europe to partner with the Be My Eyes app, piloting new technology to support blind and partially sighted shoppers in stores across the UK.

Launched to coincide with World Sight Day (10 October), the six-month pilot is set to allow customers using the Be My Eyes app to connect directly with the supermarket’s colleagues via live video for real-time, personalised shopping assistance.

Through the app, customers can identify products, check expiry dates and sizes, confirm Clubcard offers, and receive help at self-service checkouts, all via a direct connection to an in-store colleague.

The UK’s largest retailer said the move is part of its ongoing commitment to accessibility and inclusion, and aims to build upon its existing collaborations with the Royal National Institute of Blind People (RNIB).

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“Everyone is welcome at Tesco, and with Be My Eyes, we can support blind and partially sighted customers by connecting them with a Tesco colleague for live, in-store help,” said Tesco disability network chair Russell Price.

“This trial aims to make shopping at Tesco even more welcoming and accessible for customers who want to shop independently.”

Be My Eyes CEO Mike Buckley added: “Our mission has always been to make the world more accessible for people who are blind or partially sighted. By joining forces with Tesco, we’re helping to make everyday shopping not just more convenient, but more inclusive.”

In addition to the pilot, the grocery giant is also rolling out a new high-contrast and large-text feature across all self-service checkouts, allowing customers to adjust on-screen settings for improved readability.