Now that it’s spring again, shopping becomes a bit more fun. At least, for those who like to shop and relax in a tearoom or cafe. Of course, there are many autistic people who would rather not shop or go out for a drink, or are forced to do so, with protection such as earplugs or headphones.
When I look at the reactions and suggestions in my mailbox, I notice that there are some autists and people involved who prefer adjustments that really help. More structure, clear information so that they can prepare and know what to expect, according to them this is more useful but also more difficult for the shopkeeper and costs more money than occasionally turning down the lights and the radio. In addition, there are also autistic people who just love a busy shopping street and a snack and a vibrant city life.
Every now and then I am also asked whether there is a list of shops with which autistic people or parents with their autistic children have good experiences, or that are known to be more autism friendly. Subsequently, some people sometimes ask me if I know of campaigns that raise awareness among small shops or large retail chains so that they can better help their customers with autism. Occasionally I even get the question from a (local) entrepreneur what he/she can do to better help autistic customers. Twelve years ago, I wrote on article on it, but since then I have not been aware of such initiatives.
When my wife and I go shopping, we have five areas to consider when deciding where to spend our money. Of course, I don’t want to give a generalized picture. Every autistic consumer has his own criteria for making a purchase. As far as I know, no research has yet been done on the consumer behavior of autistic consumers.
Whenever possible, we buy online. However, sometimes it is unavoidable to go to the physical store. Sometimes online shopping also brings so much stress that the original concept is almost a breath of fresh air. Sometimes the way product information is displayed is incorrect, unclear or simply misleading. For example, when I go shopping for clothes, it is impossible for me to find my correct sizes online. Other products are damaged too quickly when I buy them online.
When I go shopping, I like to know how busy it is, whether I will find what I expect to find (and not get lost), whether I can easily find out who to contact for what, in case of questions, whether they help me in an understandable language, and, above all, whether they will not force anything on me that I do not want.
It’s not that easy to find out at most stores. A lot of information may be known to the operator but is not made public. Everything else is either “secret” or so ingrained in the commercial concept that many sellers don’t realize that it could lead to losing customers.
Take, for example, the crowds in the store. Our assumptions about that crowds are not always correct. This is not always due to the unreliability of Google’s statistics of how many people on a particular moment are in a particular store. Even if we see a parking without vacant lots, for example, we assume that it is very busy, and we choose another store. But sometimes visitors from other shops park there or perhaps just tourists of locals looking for a cheap parking space. On the other hand, a store with not so many customers can also be quite busy. Besides, it depends on so many factors whether you think a store is too busy or not.
Some store traffic tool would therefore be useful. They already exist and are often used as a source of information for the marketing strategy. You would think that such an instrument would be part of the Covid-19 measures, but that is not the case, perhaps for fear of commercial setbacks. However, there are also quite a few people who are attracted to crowded shops. Provided, of course, that it is clear what is meant by “crowded”, and that this can be measured objectively.
Also, an accessible, adapted, clear floor plan is usually missing, unless as part of the evacuation plan. If it is already there, important information is often missing, such as the entrances and exits, different zones or walking routes, where the cash registers are located, where there is a toilet, where the reception and/or information point is located, and whether there is WIFI. is present (and how to activate it).
Not immediately finding what you have in mind, and having to search the entire store for that, seems to be part of the sales strategy in many stores. It would be more convenient if there was some sort of GPS or catalog that would show me the shortest, fastest, or least populated way to my product of choice.
After all, in that case I wouldn’t be tempted to buy something I don’t immediately think of, or I wouldn’t be persuaded by some of the shop assistants. el probably also not interesting to always know to know exactly where I am in the store. On the contrary, I must stay as long as possible in the store and pass as many products as possible. I prefer to lose my shopping list while on the road, as well as my WIFI reception, because this prevents me from comparing prices with other stores’ websites.
When I go shopping, I also like to know who to contact if I have questions. I like that I take the initiative in this. So, sellers don’t have to come up to me right away and ask me if they can help me. A simple and polite ‘welcome’ will suffice.
Furthermore, a clear mention of the name of the employee and his/her expertise on the clothing would also help me, for example with the sentence ‘I am TOM, and I will help you with household consumer products’. I also like Tom to help me in a language I understand, and not with technical jargon if I don’t start with it myself. In some stores, a glossary, or folder of the most used words, would help to understand what’s on the labels.
A fifth and final criterion is help in the selection process. During shopping I often have trouble making a choice from the overwhelming number of possible products or services of which I can hardly tell the difference. It’s often hard to see what’s left in stock (unless you’re buying online), and what’s included in the price quoted.
Every now and then I talk to a seller about it. I like that they have product knowledge, know if they can help me (or can tell me where I can find it), and that I don’t get something forced on me that I don’t want. Especially that product knowledge, and knowing where I can find it, often turns out to be disappointing for many sellers. Whether purchasing a cotton men’s shirt or a washing machine, a salesperson needs to know what they’re selling. Unfortunately, some sellers don’t know the difference between cotton and polyester, or between a washing machine and a dryer. On the other hand, they seem to know what needs to get out the door the fastest.
When I feel that way, I can unfortunately become a very difficult customer, but if I feel like I’m going by the rules of the sales art, I’m very loyal, even writing glowing reviews that others appreciate. Then you can call me a satisfied customer.
Finally, there are of course many more aspects of shopping that are illogical through an autistic lens and can be done much more efficiently and better. This of course also depends on the situation, whether it concerns a parent with a child or an adult autistic person with a partner, or a counselor with an autistic client. Addressing the right person, in a clear and concrete way, not being put off by, for example, headphones or earplugs that someone is wearing, is of course also important. The five aspects I discussed are for us, my love and I, the most important at this point, for other autistic people, there may be very different ones.
What I do notice is that many of these points of interest are rarely or not addressed when it comes to autism and shopping. A low-stimulus shopping moment may well be an encore, but to shop as independently and relaxed as possible, you really need a lot. And autistic people and the people who feel involved with them (such as parents, family, etc.) can help to make sellers more aware of this.