Too many noises, lights and people are a major challenge for people with autism. BILLA therefore introduced the "quiet hour" in the interests of inclusion and social interaction. During this time, acoustic and visual stimuli are minimised for customers with autism.
Marc Hoff is a sales manager at BILLA and was involved in the project from the very beginning. He reports on the special measures taken to create a stress-reduced shopping environment for autistic people.
one: When did BILLA start the project?
Marc Hoff: On 20 December 2021, BILLA launched the project at the store in Goldeggasse in Vienna's 4th district.
one: Why was this store chosen for the project?
Marc Hoff: BILLA has brought in Specialisterne, an expert in the inclusion of people with autism. The organisation is located near this shop. The measures taken to make shopping easier for people with autism were selected in close consultation with Specialcisterne.
one: And what are these measures?
Marc Hoff: In order to provide autistic people with a shopping experience in a stress-reduced environment, extensive but also individualised measures are regularly implemented at set times. The aim is to reduce visual and acoustic stimuli. The BILLA team led by store manager Miklos Koleski was specially sensitised by Specialisterne for the "quiet hour" and optimally prepared. The special requirements of autistic customers were discussed in training sessions and the appropriate measures were developed together. For example, radio, advertising and market announcements are avoided in favour of a quiet environment. As even minimal physical contact can be challenging for autistic people, delicatessen orders, for example, are placed on the counter instead of being handed over in person. In addition, during the "quiet hour", even more attention is paid to the pace at the checkout so that the purchased products can be put away in peace.
one: When does the Quiet Hour take place?
Marc Hoff: The Quiet Hour takes place outside of peak times from Monday to Saturday from 2.00 to 3.00 pm, as many other people in the store can be a source of stress for autistic people.
one: How is the Silent Hour publicised?
Marc Hoff: Posters in front of and inside the market publicise the quiet hour.
one: How has the quiet hour been received by customers?
Marc Hoff : We have received consistently positive feedback via the Specialcisterne association. Relatives of people with autism have also reported back to us directly that the quiet hour is very helpful for those affected to cope with their shopping.
one: And what do the employees think of the quiet hour?
Marc Hoff: The employees in the stores are absolutely behind the project. Three employees with disabilities work in the Goldeggasse shop. As a result, there is a great deal of understanding for people with autism among the staff.
one: Has the project already been rolled out at BILLA?
Marc Hoff: The quiet hour is now offered in 11 BILLA shops throughout Austria.
About the organisation:
Specialisterne is internationally committed to the inclusion of autistic people in companies and trains people with autism in Austria to become IT specialists, among other things. The BILLA family greatly appreciates the work of the autistic employees - they contribute their expertise at the BILLA headquarters in Wiener Neudorf, for example.
About the person:
Marc Hoff is a sales manager at BILLA and is responsible for 13 stores in Vienna and the surrounding area. After graduating from the University of Vienna with a degree in political science, he worked in the food industry in the sales department and moved to REWE International AG as a sales manager in 2019.
Both German and English comments appear here.
It's a great project! I too sometimes find it too noisy in the supermarket when I'm shopping, and I would be grateful if I had a more relaxed shopping experience after a hard day's work. You're now exposed to so many unwanted noises and noise levels that I would definitely make use of this quiet hour.