Northampton supermarket introduces 'Quieter Hour' to help create calmer shopping experience

Irving Hamilton
July 19, 2018

Morrisons will be introducing a "quiet hour" for shoppers who can't stand noise at stores in the Portsmouth area.

All 493 of the chain's United Kingdom stores will introduce the new measures following a successful trial aimed at autistic customers and those who have children with autism, as well as people with other conditions that need a more calm and relaxed shopped environment.

Customers entering the store would be reminded that it was "quiet hour" via posters placed outside.

During the hour, store lights will be dimmed, there'll be no music, radio or tannoy announcements, and the beeps and blips from the checkouts will be turned down.

The supermarket giant will cut noise levels every Saturday from 9am to 10am in a bid to make shopping less of an anxious experience.

Following a successful trial at stores in Lincoln, Woking and Gainsborough, Morrisons chose to roll out the initiative nationwide.

Credit PA
Credit PA

Tom Purser, head of campaigns and public engagement at the National Autistic Society, which worked with Morrisons to create the scheme, said: "Around 700,000 people are on the autism spectrum in the UK".

The company found one in five people had a friend or family member with autism and that many would appreciate the chance to shop in relative peace on Saturday mornings.

The national roll-out follows a trial carried out in three Morrisons stores - Woking, Gainsborough and Lincoln - which was deemed successful enough to be implemented.

Morrisons on Tritton Road has launched a special shopping hour for autistic customers and the carers of autistic children.

'This means they see, hear and feel the world differently to other people, often in a more intense way.

"We hope that these changes make a real difference for some of our customers at our store".

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