Companies that value their customers receive attention and loyalty. This happens because customer-focused companies do a better job of identifying, anticipating, and addressing the needs of the people they serve. As a result, consumers on the receiving end feel a sense of belonging.
Walmart WMT, the world’s largest retailer, announced it will implement sensory-friendly hours from 8 a.m. to 10 a.m. daily at all stores in the U.S. and Puerto Rico. During this time, the TV on the wall shows still images, the radio is turned off, and the lights are dimmed.
These sensory-friendly adjustments help shoppers with sensory processing disorders and their families maintain a less-stimulating environment, allowing for a more pleasant experience inside Walmart stores.
Sensory processing disorders are common in people with autism, ADHD, dyslexia, and post-traumatic stress disorder. Additionally, data shows that 5% to 16% of school-age children suffer from sensory processing disorder, even in the absence of other illnesses.
Because so many retail environments are filled with sensory overload, people with sensory processing disorders have historically relied entirely on online shopping, often having to wear headphones while inside the store, and worse yet… There was a risk that overstimulation could trigger other health problems.
Walmart customers expressed their appreciation for the program, with one woman saying: Little things like lighting and noise make a difference. ”
Walmart discussed that the primary driver for adopting this new approach comes from a desire to create a culture where everyone feels like they belong, both for team members and customers.
The brand recognizes that the feeling of belonging differs from person to person and actively listens to its customers to create experiences that help more customers feel like they belong. We focused on engaging with our customers.
For Walmart, that listening occurred through face-to-face conversations, emails, listening sessions, social media, and even personal experiences from in-store team members.
Other retailers and grocery stores are similarly starting to create their own sensory-friendly hours, often making them available once or twice a week on specific days and times.
Why this move matters for your brand
This move by Walmart, which has a huge reach around the world, will determine what consumers can expect from other brands.
Consumers have unsegmented expectations about what brands can and should offer. When we find a brand that focuses on serving our needs, our standards for standards of excellence change. They look to brands who know what’s possible and want their businesses to intentionally address their needs as well.
This happened in the beauty industry in 2017 when Fenty Beauty was launched. Until now, many makeup brands didn’t offer a wide range of colors to accommodate people with different skin types. But things changed forever when Fenty Beauty launched her 40-shade foundation aimed at people with a variety of skin types. 40 shades of makeup are now the norm, even for brands that have refused to offer such diversity for years.
As consumer expectations have changed, so have these brands. These consumer expectations were confirmed by where they spent their money. Consumers spent money on brands that made them feel like they belonged. Other makeup brands didn’t want to continue losing profits and market share, so they made their product lines more inclusive.
Don’t wait for your brand to lose sales and market share before deciding to embrace consumers. They will remember the first person who took the time to meet with them when others did not. They will also notice brands that have taken the time to look at them only after others have seen them.
Of course, this lesson doesn’t just apply to people who need sensory-friendly adjustments when shopping or who like to do their makeup in the shade. This applies to all consumers with differences and identities that brands should consider as they work to make the people they serve feel like they belong.
Take the time to acknowledge that the people you serve do things differently. Then, like Walmart, take the time to understand what people with different identities need to feel like they belong. Listen to those people. Please talk to them. ask a question. Spend time with them. Implement new approaches, even if they are experimental or test-and-learn based.
Walmart didn’t really roll out sensory-friendly hours from the beginning. It started with a Saturday trial run in select stores over the summer. After the pilot was an overwhelming success and received positive feedback asking retailers to continue, they expanded the policy to what it is now.
With intentional effort, you can make the people you serve feel like they belong to you. And the good news is you don’t have to find out how to do it yourself. When you open the door to communication, the people you serve will welcome the opportunity to inform you and co-create solutions with you that better serve their needs.
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