Asda helps shoppers who have dementia
‘PURPLE TUESDAY’ INITIATIVE LAUNCHED
ASDA is trialling a new ‘inclusive hour’ to help shoppers with autism and dementia.
The supermarket is launching the initiative as part of its support for Purple Tuesday, the UK’s first accessible shopping day, on November 13.
Every Tuesday morning between 10am and 11am, eight stores across Greater Manchester – Pendlebury, Atherton, Stockport Belmont, Hazel Grove, Ashton Queens Road, Cheadle Hulme, Rochdale Kingsway and Marple – will trial an hour where people with autism and dementia can have a more relaxing shopping experience.
The chain have worked with the Alzheimer’s Society to create and deliver bespoke Dementia Friends Awareness Sessions to colleagues helping them to better understand the condition and therefore help create a more pleasant visit for customers at its stores.
By the end of the year, 200 Asda staff will have become Dementia Friends.
Jodie Tate, Asda vice president central retail operations and chair of Asda’s inclusion board said: “I’m really pleased we’re trialling a new inclusive hour across two regions.
“We already provide equipment and services to make working and shopping with us as easy and accessible as possible – whether that’s our adapted wheelchair trollies, hearing loops or our accessible toilets. It’s great that we are extending our support further by trialling an ‘Inclusive Hour’ to make the shopping experience better for customers with hidden conditions such as autism and dementia.”
People with autism or dementia may often feel intimidated or stressed by noise and disturbance in stores.
Asda have worked closely with community groups to understand their shopping needs.
The inclusive hour will include cutting out many electronic distractions, such as music and display TVs, lighting levels dropped and not using the tannoy for any announcements.
In 2016, Asda became the first retailer to introduce ‘quiet hour’ inspired by Simon Lea, Asda store manager in Marple. He took it upon himself to speak to colleagues and customers about how Asda can help shoppers with autism, hidden conditions or disabilities following an incident in store.
Simon has lived with anxiety for many years and used to absolutely hate going into busy stores. He said: “If we can make a few small changes to give these customers a better shopping experience and make them comfortable then I know the store will be a better place to shop for everyone.”