Panzer PX Holds Exchange’s First Sensory-Friendly Shopping Hour

What started as an idea turned into action at the Panzer Exchange as the store held the Army & Air Force Exchange Service’s first sensory-friendly shopping hour.

On Nov. 18, the Panzer Exchange temporarily shut off overhead announcements and televisions, dimmed the lights and reduced volume levels of cash registers and other equipment to create a relaxed, inviting shopping environment for customers sensitive to light and sound.

“The Exchange is always looking at ways to be more inclusive and accommodating of all shoppers, regardless of the additional challenges they may face,” said Marla Randolph, Europe, Southwest Asia and Africa Region senior vice president. “Better serving our customers with disabilities, physical or mental, is a priority.”

During the sensory-friendly shopping hour, associates wore blue, a color that experts say encourages calmness and tranquility. Managers wore gray to minimize bright colors.

The special shopping hour started with Exchange Senior Enlisted Advisor Air Force Chief Master Sgt. Kevin Osby, who had heard requests for sensory-friendly shopping experiences during his site visits to installations around the world.

“There has been some conversation among our community if this was a service the Exchange could provide,” Osby said. “It was worth bringing up to our leadership as we want everyone to know they will be taken care of at the Exchange.”

With no official Exchange program in place, Carla McDowell, the general manager of the EUCOM Consolidated Exchange, saw an opportunity. McDowell and the Panzer Exchange team presented the idea to USAG Stuttgart Commander Col. Kirk Alexander.

“People may not be open to speaking about their needs,” said Col. Alexander.  “We are happy to see the Exchange lead this initiative to better serve our community and provide additional support.”

McDowell then researched sensory-friendly shopping and how other U.S. retailers have conducted it.

“Dimming the lights, turning off the overhead announcements, turning off the beeps at the register—those are all things we can control,” McDowell said.

The Panzer Exchange team also reached out to the local chapter of the Exceptional Family Member Program to host a walkthrough of the main store and train associates.

And the response? “Overwhelmingly positive,” McDowell said. “I shared the message with our DoDEA partners, chaplain, the Garrison command staff, and commandants in the FRGs (Family Readiness Groups). With much appreciation, the community shared the information on community Facebook pages.” McDowell said a lot of people were thankful for the inclusive shopping environment.

Feedback from customers was positive as well. About 10 shoppers attended the first sensory-friendly shopping hour. The general community was asked to postpone visiting the PX until after the event was over.

For Randolph, one shopper’s comment stuck with her.

“He said he never knew how much he needed this opportunity until he did it,” Randolph said. “He is sure others need it as well.”

Another shopper said they were able to look at items such as televisions without the extra distractions. McDowell said shoppers may not realize how much the noise and distractions at a retail store affect them.

Shoppers were provided fidget spinners and water, and McDowell hopes to add a sensory box with items such as Play-Doh and Legos for future events. The Panzer PX is looking to hold a sensory-friendly shopping hour at least once a month.

McDowell encourages all Exchanges to reach out to their installation command to introduce the idea and garner support. Local Exceptional Family Member Program offices are also a great partner for these events. The Ramstein PX is already planning to launch its first sensory-friendly shopping hour on Dec. 10.

“It was a wonderful event and flawless execution on behalf of the team,” McDowell said. “It was a really simple service to offer the community.”