In 2019, the Dutch supermarket chain Jumbo quietly launched an experiment in a small town called Vlijmen — one that would end up reshaping how people think about human connection in modern retail. The initiative was called Kletskassa, or “chat checkout,” and its concept was deceptively simple: create one register specifically for customers who weren’t in a rush — those who wanted to talk.
The idea was born out of an observation that went far beyond sales or efficiency. Many elderly customers, especially those living alone, were visiting grocery stores not just for food — but for human contact. A few minutes of friendly conversation at the checkout might be the only interaction they had all day. Jumbo saw that loneliness, not hunger, was the need that had to be met.
So they introduced one small change: a checkout lane where employees were encouraged to slow down, smile, and talk. No scanning in silence, no polite rush to move on. Just time — the one commodity modern life so rarely offers.
At first, it was an experiment — a single store, one lane. But something magical happened. Customers began to linger, not out of inconvenience but out of genuine joy. Conversations bloomed about grandchildren, memories, favorite recipes, and the weather outside. Employees found themselves looking forward to their “chat shifts.” And when word spread, people started driving across town just to check out through the “talking lane.”
Within months, the initiative went viral across the Netherlands. Jumbo expanded Kletskassa to dozens of locations, and soon more than 200 stores had their own dedicated chat lanes. Some even created “Kletshoekjes” — chat corners with free coffee where neighbors could sit together after shopping. It was a quiet revolution in how people saw community.
Psychologists noted that something as ordinary as grocery shopping had turned into a bridge for empathy. Seniors who once dreaded long, lonely afternoons now had a reason to smile again. Parents with young children found patience and warmth from staff who understood their chaos. And even busy customers found themselves reminded that connection isn’t measured by speed — it’s measured by presence.
One store manager recalled an elderly woman who began visiting daily, not to shop, but to talk. “She lost her husband five years ago,” he said, “and she told me this is where she feels seen.”
Today, Jumbo’s Kletskassa initiative is celebrated worldwide as an example of corporate compassion done right. It didn’t rely on massive investment or flashy marketing — only kindness, empathy, and time.
For many, it’s a reminder that the smallest changes can have the biggest impact. A conversation. A smile. A few unhurried minutes. In a world where self-checkout machines dominate and speed is everything, Kletskassa stands as proof that sometimes, slowing down is the most human thing we can do.
As one cashier put it best:
“We may not sell much more, but we give people something they can’t buy — a moment of care.”