How to make the retail environment more sensory-friendly

It is estimated that one in five Australians has a disability, of which 80-90 per cent are non-visible. The Centers for Disease Control and Prevention defines a disability as “any condition of the body or mind… that makes it more difficult for the person with the condition to do certain activities…and interact with the world around them”.  

People with non-visible disabilities navigate barriers in everyday life. An estimated 20 per cent of the population identify as neurodivergent and navigate daily barriers in everyday scenarios including shopping. 

Neurodivergent brains are wired differently to the majority of the population and display a diverse range of strengths and challenges. Neurodivergent conditions include autism, dyspraxia, dyslexia and ADHD. 

In this series, we explore how retailers are creating accessible and inclusive shopping experiences for neurodivergent customers by using complimentary sensory strategies:  

• adapting the physical space  
• providing predictability, communication and sensory supports 
• positively engaging the senses  

The series is designed to encourage greater understanding of hidden differences and showcase the innovative solutions that are creating inclusive and accessible experiences in Australian stores today. The series has been informed by feedback from the lived experiences of customers representing a range of neurotypes, such as Rebecca Street, an Autistic consultant.

“Shopping at a physical store is a sensory nightmare for me,” she said.

“I do most of my grocery shopping online to conserve my energy for more important things, as recovering can impact me the following day. I enjoy shopping for fun occasionally but have to reduce my activities before and after.

“Ideally I want shopping to feel like an enjoyable, relaxing experience, with lots of natural light, soundproofing, places to sit and cosy cafes. I have disposable income which I like to spend on luxury items, and chances are, if shopping centres were more sensory-friendly and stores didn’t blast their music I would go shopping more.

“I’m sure there are a lot of people like me out there who would bring money in but are dissuaded from coming because they struggle to function in an environment that wasn’t built for them.”  

Why is ‘sensory-friendly’ important? 

For customers who have heightened sensitivity to sensory input (i.e. their system does not naturally filter out the multitude of daily sensory inputs), the layout and design of a physical retail space plays a significant role in their customer experience.

People who identify as neurodivergent experience the senses differently to neurotypical (or the majority) of the population. In fact, 95 per cent of autistic people have a sensory experience different to non-autistic people. While these differences can bring great joy, they can also be distracting, stressful, overwhelming and even painful.

It comes as no surprise that difficulty with sensory input is a common barrier for neurodivergent people and their families engaging in public spaces. However, being ‘sensory friendly’ involves more than turning the lights and the music down — the sensory experiences of neurodivergent people is much more complex. 

Customers who are hyper-sensitive to sensory input pick up stimuli that many people don’t even notice. This includes bright or flashing lights, reflective glare, loud noises, multiple overlapping sounds, different textures and smells, crowding and accidental touch from other people. 

To regulate their systems, it is common for neurodivergent customers to plan for overwhelming environments, by minimising sensory input or creating enjoyable sensory input by: 

• wearing clothing such as sunglasses, hoodies or other clothing that blocks out bright lights
• utilising accessories such as earphones and sensory tools (such as fidget spinners, slinkies)
• using self-checkout over assisted registers to minimise social interaction or verbal communication
• finding private places like bathrooms or changerooms or utilising quiet spaces if they are available. 

Avoiding the retail space altogether, opting to buy online or delay purchases may be the result of an experience that was not deemed safe or accessible. 

What are retailers doing today? 

Time-Limited opportunities 

Some organisations, like Kmart, Coles and Woolworths, as well as certain Westfield centres provide quiet hours. Quiet hours are time-limited opportunities to access a place, during which the store environment is adapted. Quiet hours often include: 

• turning off music and machinery, minimising announcements over store audio system
• adapting or halting some store tasks temporarily (such as limiting trolley collection and shelf re-stocking)
• reducing or removing incense, perfumes and other olfactory inputs  
• educating other customers about the need and benefit of quiet hours i.e. signage, screens and social media. 

“We’ve heard time and time again from customers that they wouldn’t have come to the environment at all without the confidence that opportunities like quiet hours give them,” Matt Oastler of Aspect (Autism Spectrum Australia) said. “We often hear that attending an environment during quiet hour helps people to build the familiarity and confidence with an environment, allowing them to re-visit at a time that works best for them.”

Permanent adaptations 

Some organisations are also moving towards making sensory-friendly environments ‘business as usual’ by adapting existing spaces to be less sensory overwhelming, including: 

• reducing glare by using less shiny reflective surfaces and replacing them with a matte finish (i.e. floor tiles, table tops) 
• replacing existing halogen lighting (which has a strong visual flicker, and makes a buzzing sound) with warm, diffused and recessed LED lighting 
• adding soundproofing and soft furnishings (like rugs and couches)  
• reducing loud, multiple or unexpected sounds (like hand-dryers, multiple music sources, machinery and loud in-store radio)  
• providing booking, ticketing and queueing systems that reduce waiting and crowding 
• replacing or reducing strong chemical smells (like incense, perfumes and air fresheners) with low-smell alternatives, and providing adequate ventilation. 
• providing visual stories or sensory maps that help people to plan their journey and know what to expect. Retailers are increasingly including these considerations in any new buildings, or fit-outs of existing spaces. 

Quiet rooms and sensory-friendly amenities 

Some organisations, like Stockland, are developing quiet rooms and sensory-friendly amenities in their retail centres. Sensory-friendly amenities are spaces that have limited smells and sounds, and adapted lighting that reduce the potential for sensory overwhelm. For bathrooms, this includes replacing hand-dryers with paper towel and air fresheners with low-scent alternatives.  

Quiet rooms are designed for people needing a short time away from the stress and over-stimulation of a busy environment. A quiet room should feel relaxing and have limited or low-sensory input to support people to regulate in private. They should be available for anyone who needs them. 

Quiet rooms or spaces are an increasingly important option for both adults and children who have a disability, sensory-processing difference, anxiety or medical condition — including migraines. They are being implemented by sport stadiums, venues, shopping centres and airports.

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