Shoppers will get their own assistant and there will be chairs in all aisles so they can rest if needed.
Sainsbury’s is trialling a specialised service for elderly and vulnerable customers designed to make shopping easier and less stressful.
The Slow Shopping service will see customers greeted at the door by staff, who will assist with their shopping.
There will also be chairs at the end of every aisle should they get tired, and additional help points around the store.
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More stores could sign up
At present the service is being trialled at the Gosforth branch in Newcastle-Upon-Tyne every Tuesday between 13:00 and 15:00, but could be rolled out elsewhere if successful.
The supermarket added that customers can request assistance with their shopping at any customer service desk in any of its stores.
The move comes three months after rival ASDA launched a "quiet hour" at a Manchester branch to help autistic and disabled shoppers.
During that time, in-store music and display TVs were all turned off and customers were given a map of the store featuring pictures instead of words.
Find out why we're trialling a new concept called Slow Shopping https://t.co/JwHt0gdERg pic.twitter.com/JNq9XdZno7
— Sainsbury's News (@SainsburysNews) August 29, 2016
Significant demand
Research published by the Alzheimer’s Society showed that eight out of 10 of the 850,000 people living with dementia in the UK list shopping as their favourite activity.
Sadly, one in four of those polled said they gave given up shopping since being diagnosed.
Katherine Vero, who has championed the idea of Slow Shopping, said: “My mum used to love shopping but as her dementia developed it became increasingly difficult and stressful for us both.
“But I didn’t want her to stop going out and become isolated. I wondered if there was a way to help us enjoy shopping.
“After she passed away I was inspired to come up with the idea of Slow Shopping and was delighted when Sainsbury’s agreed to help me trial it. I hope other retailers will follow.”
You can learn more about Slow Shopping and how it works at this dedicated site.
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