A Dundee supermarket is set to introduce a quieter hour in-store for customers who are sensitive to music and other noises associated with busy shops.
Morrisons on Afton Way is rolling out the quieter period every Saturday from 9am-10am.
The initiative, dreamed up with the support of the National Autistic Society, has been designed to accommodate people with autism who can find the noisy clamour of shops stressful.
Morrisons carried out trials in three stores across the UK earlier this year in order to work out what makes shopping stressful for those with autism and to figure out a time that is convenient.
During the Quieter Hour, Dundee’s Morrisons store will have its lights dimmed, its music switched off, the frequency of announcements reduced and a reduction in the movement of trolleys and baskets.
Checkout beeps and other electrical noises will also be turned down, and the Quieter Hour will be clearly advertised with a poster at the store’s front entrance.
Staff are being briefed on the anxieties customers with autism can face when shopping, in order to improve their understanding of the issues.
The National Autistic Society said Quieter Hour was “a step in the right direction”.
Morrisons Dundee store manager Colin Thomson added: “Our initial trials showed there is a need for a quieter shopping experience. We hope these changes make a real difference for some of our customers.”
It comes after the Overgate shopping centre launched a similar service for customers back in March.