Woolworths Expands Low-Sensory Quiet Hour to Five Days a Week, Enhancing Inclusive Shopping Experience
Woolworths has taken a significant step in making shopping more accessible by expanding its low-sensory Quiet Hour to five days a week. This initiative is designed to create a more inclusive and comfortable shopping experience for individuals who experience sensory sensitivities, including those with autism, anxiety disorders, and other sensory processing challenges.
A Calmer Shopping Experience
Since its inception, Quiet Hour has been well-received by customers, particularly those who find traditional shopping environments overwhelming due to bright lights, loud noises, and crowded spaces. During Quiet Hour, which now takes place every Monday to Friday between 10:30 AM and 11:30 AM, Woolworths stores make a series of adjustments to create a calmer environment. These changes include:
- Lowering store lighting to reduce harsh brightness.
- Turning off store music and radio to eliminate background noise.
- Disabling checkout register beeps to minimize sudden, jarring sounds.
- Turning off oven buzzers in the bakery and hot food sections.
- Reducing volume on store phones and registers to decrease unnecessary noise.
- Keeping entryways clear for a more open and navigable space.
- Removing roll cages from the shopping floor to reduce obstructions.
- Halting all non-emergency public announcements to maintain a peaceful atmosphere.
These small yet impactful modifications help individuals who experience sensory overload feel more comfortable while shopping, promoting greater independence and confidence in their ability to navigate the supermarket environment.
The Journey of Quiet Hour
Quiet Hour was initially introduced in 2019, in partnership with the disability service provider Life Without Barriers, to address the need for a more inclusive shopping experience. Originally available just one day per week, the initiative was gradually rolled out to over 900 stores across Australia as Woolworths recognized its growing impact and the demand for additional low-sensory shopping opportunities.
Jeanette Fenske, Woolworths’ Director of Stores, highlighted the importance of this initiative, stating:
“We continue to receive positive feedback from customers on the initiative, and our teams take great pride in ensuring the stores are quieter and less stressful for customers during this time.
Quiet Hour is now an integral part of how we aim to assist independence in our stores, in addition to the opportunity provided by Direct to Boot and delivery options for many customers.
The expansion of Quiet Hour to five days a week has been trialed over busy shopping periods such as Christmas, and we are proud to now be able to meet customer needs with this five-day-a-week schedule.”
A Step Forward for Inclusivity
The expansion of Quiet Hour aligns with Woolworths’ broader commitment to inclusivity and accessibility. By making this initiative available throughout the workweek, the supermarket chain is ensuring that more customers can benefit from a sensory-friendly environment, regardless of their schedules or shopping needs.
Claire Robbs, Chief Executive of Life Without Barriers, praised Woolworths for its leadership in creating a more accommodating shopping environment. She emphasized the importance of this initiative in fostering independence for individuals who may otherwise find traditional shopping experiences overwhelming.
“The expansion of Quiet Hour at Woolworths from one to five weekdays is a fantastic initiative that recognizes and actively responds to the different needs of many people in the community.
Life Without Barriers has been delighted with Woolworths’ leadership in giving people more options to do their shopping in-store and increase their independence in an environment that is not stressful or overwhelming to them.”
Why Quiet Hour Matters
For many individuals with sensory processing challenges, a typical shopping trip can be a daunting and exhausting experience. Loud sounds, bright lights, unexpected announcements, and crowded spaces can trigger anxiety and stress, making it difficult to focus on basic tasks like selecting groceries. By implementing Quiet Hour, Woolworths acknowledges the diverse needs of its customers and takes tangible steps to improve their shopping experience.
Parents of children with autism have shared heartwarming stories of how Quiet Hour has positively impacted their families. One parent described how their child, who used to struggle with grocery shopping due to sensory overload, is now able to accompany them to the store with confidence.
Another customer with an anxiety disorder expressed appreciation for the calming atmosphere, saying that shopping during Quiet Hour allows them to browse without feeling overwhelmed, rushed, or overstimulated.
The Impact of Quiet Hour Expansion
By expanding Quiet Hour to five days a week, Woolworths is not only responding to customer feedback but also reinforcing its role as an industry leader in accessible retail. This initiative contributes to a broader movement toward creating public spaces that are welcoming to individuals of all abilities.
Beyond benefiting customers with sensory sensitivities, Quiet Hour also supports the elderly, people with post-traumatic stress disorder (PTSD), and individuals recovering from brain injuries who may also experience difficulties with sensory processing.
The initiative also fosters awareness among Woolworths employees, encouraging greater understanding and empathy for individuals with unique needs. By implementing these changes, Woolworths is setting a powerful example for other retailers, demonstrating that small adjustments can make a significant difference in fostering inclusivity and improving the overall shopping experience for all customers.
Woolworths’ Ongoing Commitment to Inclusivity
Woolworths’ expansion of Quiet Hour reflects its broader mission to prioritize customer well-being and accessibility. The company continues to explore new ways to support customers with diverse needs, including improvements to online shopping experiences, delivery services, and in-store assistance programs.
In addition to Quiet Hour, Woolworths has introduced various accessibility initiatives over the years, such as:
- Wheelchair-accessible checkout lanes to accommodate customers with mobility challenges.
- Online shopping options and home delivery services for customers who prefer to shop from the comfort of their homes.
- Direct to Boot pickup services for a seamless, low-contact shopping experience.
- Customer assistance programs to provide tailored support to individuals who require additional help in-store.
As more businesses recognize the importance of creating inclusive environments, Woolworths’ leadership in this area serves as a model for the retail industry. The success of Quiet Hour highlights the positive impact that thoughtful, customer-centric initiatives can have on communities, making everyday experiences more accessible for all.
Final Thoughts
The expansion of Quiet Hour to five days a week marks a major milestone in Woolworths’ ongoing efforts to foster an inclusive shopping experience. By implementing sensory-friendly measures and prioritizing customer well-being, Woolworths is not just accommodating customers with unique needs but also championing a more inclusive society.
As Quiet Hour continues to grow in popularity, it is expected that more businesses will follow Woolworths’ lead in making accessibility a core part of their operations. For now, customers can enjoy a stress-free shopping experience every weekday, knowing that Woolworths is committed to making their stores welcoming for everyone.
Quiet Hour runs from 10:30 AM – 11:30 AM, Monday to Friday, in most Woolworths stores nationwide. To learn more about this initiative and find participating locations, customers can visit the Woolworths website or speak with store staff.
