MORRISONS store in Ealing is to introduce a quieter hour for customers who would benefit from a calmer shopping trip.

Designed to help customers who currently struggle with music and the other noise associated with supermarket shopping, it will take place every Saturday in the The Arcadia Centre store from 9-10am.

The Quieter Hour initiative has the support of the National Autistic Society. Many people who are autistic or those with autistic children can find shopping in a supermarket an anxious experience.

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Morrisons carried out a trial in three of its stores to find out what improvements can be made and to find a convenient time each week for the Quieter Hour.

The store will:

  • Dim the lights
  • Turn music and radio off
  • Avoid making loudspeaker announcements
  • Reduce movement of trolleys and baskets
  • Turn down checkout beeps and other electrical noises
  • Place a poster outside to tell customers it’s Quieter Hour.

Stephen Grasby, of Morrisons Ealing, said: “We hope these changes make a real difference for some of our customers at our store.”