07 Feb Throwback to Coles Quiet Hour Launch

Image description: A snip from Inside Retail with the headline “Beyond quiet hours: How global retailers cater to atypical customers”. The headline is accompanied by an image of a man – Peter Sheean – standing next to a Quiet Hour sign outside a Coles store.

I recently caught up with Peter Sheean who reflected on his time as Accessibility Sponsor during the launch of Coles Quiet Hour. Peter was a senior stakeholder of mine back in the early 2010s, and it was a pleasure to reconnect with him on a topic that is close to both our hearts.

Have you attended a Quiet Hour recently? What did you think?

#Retail #Neurodiversity #ChangeManagement #InclusiveShopping

Initially published in Inside Retail, April 13, 2023

Peter and I first met when I was working at Coles Express on a Change program, Peter was a stakeholder of mine. Fast forward 10+ years later and we connected again as part of an article I wrote on Quiet Hour.

Peter was the Accessibility Sponsor at Coles when a Coles Team Member raised the idea to offer a sensory-friendly experience for shoppers. Retail is fast paced with competing priorities on any given week. Peter recalls that in the busy agenda of supermarkets, it’s rare that an initiative just ‘takes off’. And Quiet Hour did just that – it took off!

It was important to get the agreement of Store Managers and involve them in what would need to change in the store to support a Quiet Hour. In Peter’s words, ‘lighting a match from the store up’ was key.

The team needed to consider what changes were needed in the Coles store to minimise noise. They thought through processes such as when deliveries could be received and when announcements could be turned off over the loudspeaker. Making sure Coles Team Member received training was also a priority.

The team talked to autistic customers and their families to understand their experiences. The team used this information to plan.

It is common for retailers to test a concept (trial) in a small number of stores to make sure they have it right and that there are no unintended negative impacts. Quiet Hour was initially trialled in two stores. The trial received positive feedback:

Employees loved it

• Team Members’ unexpected appreciation for the calm during Quiet Hour highlighted its benefits for both customers and employees.

Customers of all ages loved it

• During the trial, Quiet Hour drew in customers from the wider community including school groups who took part in educational discussions (maths lesson!) and older shoppers who found the environment calm and quiet

Customers of all ages loved it

• The trial stores experienced double-digit sales growth
• Quiet stores attract customers with no negative impact on sales.

Brand loyalty

• Quiet Hour helps to build a strong connection to community
• There is a positive impact on brand loyalty and brand choice.

Quiet Hour is now embedded in Coles stores across the country.

Keen to know more about Inclusive Retail? Get in contact via www.inc-change.com.