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Saturdays in July and August, most Walmart stores across the nation are providing sensory-friendly hours between 8 and 10 a.m. Some areas have already started implementing this “quiet” time, but in locations where school starts after Labor Day, July 22 will be the first day for customers.
“We are striving every day to create a culture where everyone feels they belong,” Walmart’s executive vice president of general merchandise, Julie Barber, stated in a press release. “This year, Walmart is taking steps toward creating a quieter shopping environment that’s more enjoyable for customers who live with sensory disabilities.”
To help prevent sensory overload and create a more calming, comfortable environment for neurodivergent customers, stores will take measures like dimming lights, turning the radio off, and trading out any moving pictures on screens for stationary images.
Walmart isn’t the only retailer making shopping more accessible and inclusive for customers.
In 2022, Starbucks announced its commitment to “creating more accessible physical and digital experiences through new inclusive design standards.” The company has started by creating more ways to communicate audibly and visually, such as with speech-to-text technology, and providing tools that make navigating stores easier for customers, like with its free Aira service.
Aira “connects people who are blind or have low-vision to trained, professional visual interpreters who provide instant access to visual information about the customer’s surroundings through a smartphone app.” Starbucks even offers a braille menu in all stores across the U.S. and Canada.
Other brands and businesses that have taken steps to be more accessible include:
- Target
- Microsoft
- Nike
- Apple
- CVS
The demographics of consumers today are changing. According to the CDC, “Up to 1 in 4 (27%) adults in the United States have some type of disability.” This includes 12.1% who have serious difficulty walking or climbing stairs and over 10% who have a hearing or vision disability. This has led to higher expectations for inclusive shopping experiences that accommodate more diverse needs. Many retailers are taking this in stride, adopting innovative design solutions like wheelchair ramps and elevators, widened hallways and aisles, and grab bars.
Technology is playing an especially big role in making retail more inclusive. From more accessible e-commerce sites and mobile apps with assistive features to VR solutions for better in-store experiences, retailers have a lot of new tech at their disposal.
Even cosmetic companies like Estée Lauder and L’Oréal have started developing new technology to make their customers’ lives easier. Estée Lauder launched an app in January that uses AI to make it easier for visually impaired shoppers to put on make-up, and L’Oréal created a HAPTA device, “the world’s first handheld computerized make-up applicator designed for people with limited hand and arm mobility to steadily apply lipstick and open packaging.”
Accessibility is ultimately crucial in retail today. According to Francesca Nicasio, retail expert and content strategist at Vend, “Many people wrongly assume that a poor in-store experience can be easily solved by simply ordering groceries and clothes online. However, this is neglecting the fact that people with disabilities should not have to compromise for society; our stores should be designed to meet their needs, as well.”
Retailers like Walmart are just scratching the surface. It’s important for businesses to research and gain insights to better understand what people who live with disabilities go through in order to help them have the great shopping experiences they deserve.
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