Would you ever intentionally join a slow queue in a shop? It sounds like a ridiculous concept, doesn’t it? Something most people would actively avoid, especially when out shopping for essentials. It goes against the way we live now – always in a rush and trying to do increasingly more with our time.
However, the Dutch supermarket chain Jumbo introduced a slow checkout where the goal isn’t to rush through and to pay as quickly as possible. Instead, the checkouts actively encourage a slower speed, allowing customers to chat as they shop. Definitely a change of pace from the norm.

An initiative fuelled by data
Research in the Netherlands uncovered that 50% of people aged 55+ experience loneliness. It’s a sad statistic to see, and the Dutch government wanted to try to combat the problem. In 2019, a nationwide campaign was launched by the government called the ‘One Against Loneliness Campaign.’ As part of the campaign, businesses and other organisations were invited to develop innovative solutions to combat loneliness, particularly amongst the elderly.

Jumbo took up the challenge, and so, the checkout for people who like to chat was born. A Kletskassa, or chat checkout, was initially added to just one store to test the concept.
The supermarket chain spotted the opportunity to make a real difference and put the experience of the shopper, particularly their elderly customer base, first. In other chains, particularly in the UK, initiatives tend to centre on increasing profits and moving people through the store as quickly as possible. In fact, many stores have seen a dramatic reduction in manned tills in favour of self-checkout options.
Going against the grain was a bold step, but it was one that resonated with customers.
A chat needs two
The experimental checkout was deemed a success, and the supermarket chain has since rolled out these dedicated lanes in 200 stores across the country. One problem they had to overcome was the need for at least two people for a conversation.
Although the checkout moves at a slower pace, which may appeal to some, the main goal was to get people talking. Of course, the customers could talk amongst themselves, but for the concept to really work, the staff needed to be happy to chat too.
Speaking of the initiative, Colette Cloosterman-van Eerd, who is CCO of Jumbo, said:
“We are proud our staff want to work the chat checkout. They really want to help people and make contact with them. It’s a small gesture, but it’s a valuable one, particularly in a world that is becoming more digital and faster.”
Building on success
Based on the checkout success, Jumbo has explored other ways they can combat loneliness. ‘Chat corners’ are another concept in some stores designed to create a nice relaxed environment where elderly customers can pull up a chair and have a chat over a coffee. The shops can become almost a hub where people can meet and talk, expanding their role beyond a place to just shop.

‘Many people, the elderly in particular, can feel lonely. As a family business and supermarket chain we have a central role in society. Our shops are a meeting place and that means we can do something to combat loneliness. The Kletskassa is just one of the things we can do.’
Jumbo CCO Colette Cloosterman-Van Eerd
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