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Sainsburys Superstore Darlington - (Victoria Road)

"Sainsburys operates over 1,200 supermarkets and convenience stores and an online grocery and non - foods operation. It has two property joint ventures with Land Securities Group Plc and The British Land Company Plc. Sainsbury’s Bank provides a range of quality banking and insurance products. Sainsbury’s Energy offers competitive and added value propositions with a focus on simplifying energy tariffs and providing energy efficiency advice for customer’s homes. Sainsbury's Entertainment provides customers with a selection of movies, music, books, games and other entertainment products. Mobile phone shops and Pharmacy services are available in selected stores". Source http://www.j-sainsbury.co.uk/about-us/business-structure/

29 July 2016
North East
Retail, Businesses and shops
Local Alliances:
North East Dementia Alliance, Darlington Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

Sainsbury’s chairs the dementia friendly retail working group. The group has representatives from a number of retailers who meet to look at how retail can be more dementia friendly. 

The Alzheimer’s Society provides the secretariat for this group and it is anticipated that a dementia friendly retail charter will be launched later this year. Sainsbury’s provides a training course for all new colleagues to help them feel more confident with a cross section of disabled customers.

A specific scenario relating to dementia has been included as part of the ‘In our Customers’ Shoes’ training. There is also short film around assisted shopping to help colleagues feel more confident when helping disabled and older customers. This is currently being trialled, in a number of our supermarkets.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

Some initiatives are still in the trial stage, which means that not all stores will currently benefit. Sainsbury’s Darlington will be a key part of these trials and will work together with the central team to test out new ways to deliver better outcomes for customers with dementia.




Member website


2. Actions

  • Dementia Friends roll out

    Colleagues at Sainsbury’s Darlington will roll out Dementia Friends sessions and encourage other colleagues to attend to increase their awareness and knowledge around Dementia. This will increase the overall shopping experience for our customers who need extra support.


    2016 - Second Quarter Update

    Second round of Demetia friend sessions delivered in store - linking in with "carers week" on Wednesday 8th June 2016.

    Four Dementia Friend sessions were plannned and executed.

    A further sixteen colleauges from Darlington Superstore became a Dementia Friend, making the total fifty six to date who have recieved this training. 

    2016 - Second Quarter Update

    It has been suggested that Darlington Superstore via “Yammer” inspired a further four stores in the north zone to partake in Dementia Friends training, Northallerton Sainsbury’s, Whitby Sainsbury’s, Sainsburys Scarborough and Durham Sainsbury’s biased (Arnison Centre). Durham have their own in store Dementia champions and all stores have either begun delivering sessions or invited in Champions to roll out dementia friends to colleagues. Scarborough store have also become a member of the DAA. 

    Durham and Northallerton stores expressed an interest in using the coin recognition charts and have since received this tool, which was officially first trailed in Sainsburys Darlington Store. The charts have since been kept in place due to the positive response received from customers, colleagues and most importantly from thoses whom this aid has supported.

    2016 - First Quarter Update

    Our Dementia Friend Sessions were delivered in store - capturing both colleauges and the general public over mental health & dementia awareness week.

    Tuesday 17th of May 2016 - Two Dementia Friend Sessions planned and executed. 

    Wednesday 18th May 2016 - Four Dementia Friend Sessions planned and executed. 

    The above sessions created 40 new "Dementia Friends" - 39 of which are colleagues who work across the different departments in our "Darlington Sainsbury’s Superstore”. The other Dementia Friend created was a member of the general public. Thank you to everyone who made this day possible from Darlington Dementia Action Alliance as well as our store manager Clare Green for her support. 

  • Working with Sainsbury’s Central team

    Sainsbury’s Darlington will be able to try out new ideas working with the Central team at Sainsbury’s.


    2016 - Second Quarter Update

    How to go about becoming a Dementia Friend is being highlighted on Yammer "Sainsburys specific social media site" by the disability executive team sign posting colleauges to www.dementiafriends.org.uk by way of a direct link to the website. 

    2015 - Third Quarter Update

    Coin recogntion charts displayed at all till/self scan points across Darlington superstore, as a company trial. 

    Trial complete coin recognition charts kept in place due to posative feedback - updated to include Darlington Dementia Alliance logo to distinguish chart. 

  • Building relationships - Promoting Awareness within the community

    The team at Darlington has been working closely with a number of charities and will continue to build links with the Alzheimer’s Society, St Teresa’s, Mind, Darlington Borough Council (Carers Lead), Darlington Dementia Action Alliance, Dementia Friends,Healthy Darlington, Darlington Association on Disability and Age UK.


    2016 - Second Quarter Update

    Over the course of carers week Monday 6th June/Saturday 12th June 2016 two Dementia Friend sessions were run in store creating a further sixteen Dementia friends whom are colleagues. 

    A tea morning for our colleagues whom are carers was held in store with great success "Lisa Holdsworth" carers lead for Darlington Borough Council attended providing personalised advice, guidance and support. The aim of this is to create a carers group which will be held on a monthly basis for our colleagues whom are carers with a professional attending each month to provide support. 

    Age UK, DAD, Mind, Altzhimers Society, St Teresa’s and Disc all held information stands at the front of store over the course of the week providing advice and guidance to our colleagues and customers around the subject of being a carer supporting those undertaking the complexities of this role. 

    I attended the opening of a new patient building at St Teresa Hospice, a local charity which our store supports by way of donations and fundraising.  

    2016 - First Quarter Update

    During Dementia Awareness Week (15th / 22nd of May 2016)/ Mental Health Awareness Week (16th /23rd of May 2016) Sainsbury’s Darlington Superstore held eight Dementia Friend sessions creating forty new dementia friends whom are colleagues in store. Darlington Dementia Hub – “a free one stop shop for information, advise and referrals (usually situated at Crown Street Library) was run at the front of store on the 18/5/16 (10am-16pm) manned by members of the Darlington Dementia Alliance including Hannah Chevers (DDA Regional Support Officer) with great success, it provided advice and support around the subject matter to the masses and raised the profile of the hub. The Altzhimers Society, Age Concern, DAD and Mind provided advice and support around a range of mental health issues including Dementia.  

    2015 - Second Quarter Update

    Monthly Darlington Dementia Alliance newsletter ditributed in store.