Asda will be experimenting with a new "inclusive hour" in eight department stores as part of efforts to support some of its most vulnerable customers.
This comes just two months after rival Sainsbury's launched a similar initiative to help clients with a hidden disability.
Asda said the trial would take place in the Kent and Manchester area during the first hour of the day and offer additional assistance and a quieter environment to the customers who need it most.
This will include additional assistance from staff, including 1,000 who have attended awareness sessions on dementia and autism.
This program is an extension of "Quiet Hour" of Asda, introduced in 10 stores in 2016. This initiative – designed to help customers likely to be disturbed by noise – has seen all the tannoys, televisions and escalators extinguished in the shops.
The grocer said that he has since been working with a number of charities and local authorities to better understand how he can help people who find daily tasks more arduous – and expand more initiative.
Every Tuesday from November 13th, eight stores in Kent (between 8am and 9am) and Manchester (10am-11am) will test an hour for people with autism and dementia who may feel intimidated or stressed by noise and disturbances.
During this time, specialized staff will be at your disposal to help you. You can find them in purple uniform, while the volume of all crates will be reduced and the brightness will be reduced for lighting and electronic devices.
Simon Lea, director of the Asda store in Marple, who spearheaded the initial "Quiet Hour" initiative, said, "If we could make some minor changes to give these customers a better shopping experience and get them at ease, I know the store will be a better place to shop for everyone. "
Jeremy Hughes of the Alzheimer Society added, "People with dementia all too often tell us that things that were once simple, such as jumping into stores, can become almost impossible if symptoms get worse and certain environments become more difficult. more difficult to manage.
"With 850,000 people living with dementia in the UK, it's vital for businesses to take steps to become more supportive of people with dementia and to help these clients feel included in their community. local.
"To achieve this, we are working closely with companies across the country to implement the principles of the Alzheimer Society's Dementia-Friendly Business Guide."
Graham Gibbens, Cabinet Member for Social Services and Public Health for Adults, Kent County Council, said: "As a board, we continue to work closely with our partners, local charities and private companies to make Kent more inclusive and as welcoming as possible for residents more complex needs.
"We can not succeed without the support of local businesses and are therefore excited to have the opportunity to work with Asda on this project."
The complete list of trial stores hosting "Inclusive Hours" is:
Ashton Queens Road