For some people on the autism spectrum, a routine trip to the supermarket can quickly morph into a nightmare. It’s not just the crowds and commotion that trigger feelings of panic—sounds that many shoppers have learned to tune out, like intercom announcements or beeps from the checkout scanner, can all add up to cause sensory overload. But grocery stores don’t have to be a source of dread for people with such sensitivities. By turning down the volume for one hour each day, one supermarket is making itself more inclusive to a greater number of customers.
As Mashable reports, Australian grocery store chain Coles is partnering with the Autism Spectrum Australia (Aspect) organization to roll out "quiet hour" in two of its stores. From 10:30 to 11:30 a.m., the lights will be dimmed by 50 percent, the radio and register sounds will be turned down to their lowest volumes, and cart collection and non-emergency PA announcements will be put on hold. The changes are meant to accommodate shoppers with autism and their families, but all shoppers are welcome.
The initiative is based on research conducted by Aspect on people on the autism spectrum and those who care for them. In addition to modifying the atmosphere, Coles has taken steps to educate its staff. If someone does start to feel overwhelmed in a Coles stores, employees trained in understanding and dealing with autism symptoms will be on hand to assist them.
Coles is following the lead of several chains that have made themselves more inviting to shoppers on the spectrum. Last year, British supermarket chain Asda introduced its own quiet hour, and Toys "R" US implemented something similar in its UK stores for the holiday season.
The Coles initiative is just a trial run for now, but if the customer reaction is positive enough it may be here to stay. Visitors to their Ringwood and Balwyn East stores in Victoria will have a chance to experience it now through the end of October.