Sensory overload can be debilitating for people with sensitivities to things like light, noise, or even strong aromas.
Food retailer Sobey’s Inc.in North Bay is taking measures to reduce some of those triggers that cause stress, by offering a sensory-friendly shopping experience.
The concept originated as a grassroots store-led initiative at one of its locations in Prince Edward Island.
It is intended to provide customers with sensory sensitivities the opportunity to experience shopping in a reduced noise, reduced lighting atmosphere on regularly scheduled days and times.
The community was so receptive to the idea, that the store quickly started to receive a lot of positive feedback.
The concept has since been launched in all Sobeys stores in the Atlantic region and is taking hold in other regions across the country, most recently in Ontario.
“It is very much driven by the community relationships that our store managers and store owners have. They are very much connected to the pulse of the community,” said Florence Chapman external communications at Sobeys Inc.
“As our stores continue to serve the needs of the community, it is really important to us that everyone feels welcome at our stores. We really feel strongly about creating an inclusive opportunity that is reflecting our diverse customer base and the communities that we operate in. Sensory-Friendly Shopping is really one way that we are providing that kind of inclusive shopping experience for our customers.”
The North Bay Sobeys location recently started offering Sensory-Friendly Shopping on Wednesdays using a two-hour window between 6 and 8 p.m.
It too is receiving positive feedback.
Chapman says it is about adjusting elements in the store that can contribute to sensory overload and that makes everyday tasks like grocery shopping difficult for some individuals.
The goal is to try to minimize the triggers.
“Some of these elements can include sounds, or lighting and smell. We have been able to look at providing an opportunity to reduce our lighting, down by 50 per cent. We silence or reduce our PA systems, the music that you hear that comes out overhead, telephones, scanner sounds, and registers,” said Chapman.
“We looked to lower department noise, so if you have deli slicers or noise coming from different departments, and we refrain from collecting shopping carts during that Sensory-Friendly Shopping period.”
Denis Filiatrault executive director at One Kids Place applauds the move.
He says when it comes to outings that most people take for granted, for those who experience sensory sensitivity, those outings can create stressful situations due to overstimulation.
“I think it is a fantastic opportunity. It is great to hear that a local business is engaging in such an initiative that allows families the opportunity to enjoy a shopping experience that is not only relaxed but also inclusive of everyone, not just the everyday shopper,” said Filiatrault.
“The positive thing out of all of this is the education piece. So, seeing a company like Sobeys taking this initiative to be supportive of children’s needs and their families I think is a great way for a community to come together and support those families. When we talk about children and youth that are diagnosed with autism, it is a lifelong journey, so as they become adults, that doesn’t go away. So those supports are needed for them as well.”
Filiatrault also points out that it goes beyond people living with autism.
“We’re much more educated now on concussions and things like that. This actually helps promote that process that they have to go through in getting back out there.”
Chapman agrees.
“What is really interesting is that we may connect sensory sensitivities to the autism community, but it is also other individuals that may have conditions that have sensory triggers,” said Chapman.
“What we’re also hearing from customers who may not identify with sensory sensitivities is that they may come in and say this is really different, this is really quite nice.”
Chapman says store team members are enjoying this connection with the community.
“Sometimes we connect with our local community resources. It could be an autism network partner in the community, or it could be an organization that is connected with one of our stores or store managers. It has really been terrific grassroots relationships that are really driving this.”
