Throwback to Coles' Quiet Hour launch

I have been a consultant since 1996. During my career I have participated in dozens of change programs in a diverse range of sectors. One of the fondest memories I have was a project I worked on in Coles Express in the early 2010s. The project was the perfect mix of diverse teaming, leading edge technology and genuine, long-lasting business impact. One of my stakeholders was Peter Sheean , who at that time was leading the Coles Express Operations network.

Fast forward to April 2023 and an article I wrote for Inside Retail happened to be curated with Peter’s photo. This full circle moment provided an opportunity for us to connect again, this time to discuss how Coles’ Quiet Hour came to be.

Peter was the Accessibility Sponsor at Coles when a Coles Team Member raised the idea of a low sensory experience for shoppers. For those who have worked in FMCG, you would know it is a fast-paced environment with competing priorities on any given week. Peter recalls that in the busy agenda of supermarkets, it’s rare that an initiative just ‘takes off’. And Quiet Hour did.

As part of the discovery process, talking to Store Managers was important to identify operational requirements and impacts. In Peter’s words, ‘lighting a match from the store up’ was key to gaining traction and successfully implementing a trial. With Stores on board, listening to the lived experiences of autistic Team Members and their families helped solidify customer benefits.

Organisationally, there were several impacts to consider when creating a lower sensory experience; from the store floor to supply chain and Team Member training. Needless to say, the two-store trial proved highly successful and evolved into a national roll out. Quiet Hour is now embedded in Coles stores across the country.

Here are some other take-aways to note:

• The volume of positive feedback received from store Team Members who commented on the pleasant change of their jobs in quiet and calm, was unexpected. Quiet Hour created a benefit to both customers and employees.
• During the trial, Quiet Hour drew in customers from the wider community including school groups who participated in educational discussions (maths lesson!) and older shoppers, proving that Quiet Hour benefitted customers who were not the primary audience. An added bonus!
• Trial stores experienced double-digit sales growth, proving that there is a commercial benefit to providing a shopping environment to customers who may have been underserviced.
• Initiatives like Quiet Hour help build a strong connection to community and result in positive brand loyalty and brand choice for both national and local retailers.
• Given the data now available, perhaps it’s time to look at extending Quiet Hour to multiple days and times throughout the week?

Thank you, Pete, for sharing your thoughts.

Keen to know more? Get in contact via www.inc-change.com.