Superdrug is to introduce the first hour of trading every Sunday in December as a ‘quiet hour’ as it looks to create a more inclusive shopping experience for customers who may need a calmer environment to shop in during the busy festive period.
The health and beauty retailer said this could be particularly helpful for customers who are autistic or neurodiverse, or those who are nervous about visiting the high street during the pandemic.
During the hour the store radio will be turned off and staff will be mindful of noise. Where possible, some stores may also provide a quiet room to give people the time and space to process information in a less stimulating environment and so customers can talk to staff in private.
Superdrug liaised closely with its internal disability network steering group on the initiative as part of its work to improve the accessibility of Superdrug for customers and its own team. The initiative is an extension of the retailer’s Be Kind Shop Kind campaign which launched in 2020 and aims to make stores a safe and enjoyable environment.
