A Dutch supermarket chain called Jumbo has introduced a unique concept called the Chatter Checkout to tackle loneliness among elderly customers. The supermarket has created special slow checkout lanes, known as Kletskassa or “chat checkouts,” where seniors who are not in a hurry can engage in conversations with the cashiers. In addition to the chat checkouts, Jumbo has also set up a Coffee Corner where customers can gather for a cup of coffee and small talk. The initiative was initially launched in the town of Vlijmen and received positive feedback, leading to the decision to expand it to 200 locations across the Netherlands. The aim is to combat loneliness among the 1.3 million adults over 75 in the country, where 33% of them feel moderately lonely. Jumbo’s approach goes beyond being just a supermarket and aims to create a sense of community by addressing loneliness through local initiatives and social spaces within their stores. The All Together Coffee Corner, sponsored by Jumbo, serves as a meeting point for older people to interact with residents and volunteers, providing assistance with gardening and grocery shopping. The initiative aligns with the Dutch government’s One Against Loneliness campaign and reflects Jumbo’s commitment to being more than just a place for shopping.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Dutch supermarket introduces unique slow checkout lane for lonely seniors who want to have a chat | Introduction of slow checkout lane for seniors | More supermarkets adopting similar lanes | Combatting loneliness among seniors |
| Jumbo expands slow checkout lane concept to 200 locations nationwide | Expansion of slow checkout lanes | Increased accessibility of slow checkout lanes | Combatting loneliness among seniors |
| Jumbo adds “chat corner” for customers to socialize | Addition of social gathering spaces in supermarkets | More supermarkets incorporating social spaces | Combatting loneliness among seniors |
| Ministry of Health supports local initiatives to fight loneliness | Support for initiatives to combat loneliness | Increased availability of initiatives to combat loneliness | Combatting loneliness among seniors |
| Increasing use of technology in grocery industry reduces human interaction | Trend towards reduced human interaction in grocery stores | Resistance against reduced human interaction | Combatting loneliness among seniors |
| Ministry of Health selects stores in areas with significant loneliness issues | Consideration of loneliness issues in store selection | Improved targeting of initiatives to combat loneliness | Combatting loneliness among seniors |