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Customers shop at a Walmart store in Chicago, Illinois on May 18, 2023.
New York CNN –
Walmart announced Tuesday that it is making changes to create a quieter shopping experience at all U.S. stores, at least for a few hours each day.
Changes to be implemented on November 10 include setting the store’s TV walls to a static image, turning off the radio and reducing store lighting. Walmart said it learned during a pilot test for the back-to-school shopping period that these efforts were particularly beneficial for neurodiverse people – both customers and employees – with sensory impairments.
“Earlier this year we took a step to make shopping in our stores more inclusive for people with sensory impairments by taking steps to create a less stimulating environment for a few hours every Saturday. “Feedback to the pilot program has been overwhelmingly positive,” the retailer said in a blog post on Tuesday. “For some these changes may seem small, for others they have transformed the shopping experience.”
Walmart is not alone in these changes, but joins a growing group of retailers and entertainment venues such as movie theaters and restaurants that are becoming increasingly aware of the diverse needs of consumers.
“It’s also a smart business strategy,” said Burt Flickinger, retail expert and managing director of retail consultancy Strategic Resource Group. During the pandemic, Walmart has also designated special morning shopping hours for older, vulnerable consumers.
“At a time when discount retailers are competing more aggressively for consumers’ dollars, Walmart is not only building a strong reputation with its customers, but these changes could also attract more shoppers to its stores and keep them shopping there longer,” said Flickinger.
Walmart said sensory hours will occur from 8 a.m. to 10 a.m. (local time) seven days a week at all Walmart stores in the U.S. and Puerto Rico and there is no planned end date.
Flickinger said the morning time slot is particularly suitable for shoppers who may have special needs since “it’s not the busiest time of day for Walmart stores.”
“The busiest time is typically between 3:30 p.m. and 6:30 p.m. after school, on the way home from work or on Sunday evenings,” he said.
The retailer told CNN that the changes will initially only be rolled out at its Walmart locations and not its Sam’s Club warehouse locations.
Other retailers are also committed to a more inclusive shopping experience.
Walmart’s rival Target sells an exclusive line of sensory-themed home decor and furniture for children.
In October, Victoria’s Secret announced for the first time that it would sell underwear tailored to the needs of women with disabilities in all stores and online.
It said the clothing had adaptive features such as magnetic closures and sensor-friendly material. Victoria’s Secret’s move shows that mainstream brands and retailers – not just niche sellers – are responsive to consumers with different disabilities.