Morrisons Lincoln 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 Tritton Road store from 9-10am.
The Quieter Hour initiative has been created with 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.
Morrisons will also work to improve awareness amongst colleagues of the issues autistic customers face in store.
Daniel Cadey, from the National Autistic Society said: “Around 700,000 people are on the autism spectrum in the UK.
“This means they see, hear and feel the world differently to other people, often in a more intense way. Morrisons Quieter Hour is a step in the right direction for autistic people who find supermarket shopping a real struggle.”
Dan Turner at Morrisons Lincoln said: “Our initial trials showed there is a need for a quieter shopping experience. We hope that these changes make a real difference for some of our customers at our store.”