As Sephora Rolls Out ‘Quiet Hours,’ Will the Idea Gain Even Wider Traction With Retailers?
In a move designed to improve inclusivity and provide a more comfortable shopping experience — and apparently give store associates a bit of a breather — beauty retailer Sephora has announced the implementation of quiet hours in its stores across the globe. The initiative was developed following consultation with Open Inclusion, Purposeful Futures, internal employee resource groups, and the broader neurodiversity community, per a recent press release.
“At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, find and purchase the products they love,” said Deborah Yeh, Global Chief Marketing Officer at Sephora.
The results of an initial pilot program involving 32 stores in eight markets spurred this broader rollout, with a majority of neurodivergent consumers polled saying that the Quiet Hours program had notably enhanced their shopping experience — and a whopping 90% of those polled believe that the program “makes Sephora stores more inclusive and welcoming for all.”
Sephora’s not the only retailer who has made a commitment to providing sensory-friendly hours during regular business operations: In 2023 Walmart began the practice of executing sensory-friendly hours in all U.S. and Puerto Rico stores on a daily basis, from 8 a.m. to 10 a.m. Noise is reduced, displays are either turned off or tuned to a static image, the radio is turned off, and lights are dimmed when possible.
In a report delivered shortly after Walmart’s move, Forbes contributor Sonia Thompson asked the question of how these moves toward inclusion — naming sensory-friendly hours as well as beauty products serving a wider range of complexions as examples — might impact brands moving forward.
“Don’t wait for your brand to lose sales and market share, before deciding to be inclusive of consumers. They’ll remember the ones who took the time to see them first, when nobody else did. They’ll also notice the brands who took the time to see them, only after everyone else did,” she advised.
Are Increased Sensory-Friendly Hours and ‘Digital Detox’ Trends at Odds With Retail Goals in Any Way?
And while there’s a definite shift towards increased focus on sensory-friendly hours and a broader “tech-light” retail environment — as Canadian SME pointed out, also noting that Canadian grocery chain Sobeys was on-board — are there any areas of friction involved?
Examples highlighted by the magazine indicated that retailers would more generally move towards reduced digital signage (which could hamper RMN and in-store advertising campaigns); reduced scents or fragrances (perhaps stymieing the aims of a bakery, prepared foods department, or QSR); and noise in general (including cart collection, pallet breakdown or inventory shifting/restocks, in addition to in-store audio marketing such as the sort that Dollar General is heavily invested in).
While most analysts seem to agree that the positives outweigh the benefits, a balancing point is still being sought out. And as for the Sephora employees polled on the subject of the company’s new quiet hours, it appears they are in favor.
“Quiet Hour is my favorite time of the week; it gives me a break from distracting noises and gives me a chance to step back and process every situation. We can build stronger connections with clients as we are in a calmer environment, and both feel at peace,” said one beauty advisor.
“I’ve observed that lowering music, adjusting lighting, and offering mobile checkout options truly make a difference for clients who prefer a calmer atmosphere. These small adjustments not only support neurodivergent clients but also enhance comfort for all shoppers,” a second added.