Loneliness among seniors is a prevalent issue, particularly in urban areas where life is fast-paced and digital. The Dutch Jumbo Supermarket in Vlijmen recognized this problem and devised a heartwarming solution. They introduced a “Chatter Checkout” and a special “Coffee Corner” to combat loneliness among the elderly.
Addressing Loneliness in a Familiar Place
In an age where technology and self-service are replacing human interaction at grocery stores, Jumbo decided to take a different approach. They introduced the concept of a “Kletskassa” or “chat checkout.”
This unique checkout lane is designed for customers who aren’t in a hurry and would like to have a conversation with the cashier.
A Nationwide Initiative
The journey began in the summer of 2019 when Jumbo introduced these “slow lanes” as part of the Dutch government’s “One Against Loneliness” campaign. With 1.3 million adults over 75 in the Netherlands, and 33% of them reporting feelings of loneliness, this initiative gained significant momentum.
The first Kletskassa opened in the town of Vlijmen, North Brabant province, and received overwhelmingly positive feedback. Jumbo decided to expand the concept, planning to implement 200 chat checkouts across the nation.
Creating Community Spaces
To complement the chat checkouts, Jumbo stores also introduced “chat corners” where locals could gather, enjoy a cup of coffee, and engage in small talk. The heart of this initiative is inclusivity, as anyone who could benefit from a relaxed chat is welcome.
A Caring Initiative
Colette Cloosterman-van Eerd, CCO of Jumbo and the visionary behind the National Coalition against Loneliness, emphasizes the importance of combatting loneliness, especially among the elderly. Jumbo strives to be more than just a place to shop; they actively work to identify loneliness among customers and initiate local efforts to combat it.
Spreading the Impact
The success of this initiative has prompted Jumbo to expand further. By the next year, 200 locations across the Netherlands will offer chat checkouts, providing customers with opportunities for meaningful conversations.
A Global Example
Jumbo’s approach to address senior loneliness is not only heartwarming but also inspiring. As more nations grapple with this social issue, adopting the Dutch national initiative could significantly impact the lives of elderly people around the world.
In a world where technology often isolates us, Jumbo’s commitment to human connection and combating loneliness stands as a shining example of how a simple idea can make a profound difference in people’s lives.