Bad Idea #6: Slow checkout lanes for lonely shoppers
Ever run into a cashier at the grocery store who was a bit too talkative for your taste?
Ok, yes, I’m talking about myself here. Introverted is my default. But, I AM learning to get better at challenging my “please don’t talk to me” instincts.
I don’t know how many people share my introverted state in the world, but it turns out there is an equal and opposite force of people who would love to have more talkative grocery cashiers.
A few years back, Jumbo, the Dutch grocer with 700+ stores, introduced the Kletskassa lanes (literally “chat checkout”). It’s an intentionally slow lane where customers can linger, gossip, and reminisce.
One Jumbo customer on Reddit described it as especially used by older customers and retirees.
“Mainly older people use it, I think not just to have a chat but also not to feel rushed.”
Is this polarizing or just smart customization for customer preferences? It’s a great feature to some, perhaps a nightmare to others.
You get connection and a slower pace if that’s what you’re looking for, without taking away from speedy shoppers who prefer speedy lanes.
Another Jumbo customer said when they see people use the slow lane, they can visibly see a lift in their experience.
“Buying our groceries at a Jumbo, I’ve experienced this customer centric initiative ‘live’. I can confirm it visibly makes a big difference to the people using this dedicated lane.”
Jumbo’s chatty lanes have been successful enough that they’re investing in them today, now available in a couple hundred of its stores.
In an economy where service, experiences, and customization are becoming even more important each day, we will see these intentionally fractured touchpoints more and more. Where customers can choose their speed and level of service.
Want your Lyft driver not to talk to you? Select silent ride.
Would you rather skip the hotel check-in line? Opt for the digital key.
Prefer not to use a restaurant menu that 100 other people have touched? Use the QR code.
(Side note, can we please keep paper menus? I guess that’s my version of preferring the chatty lane?)
Jumbo installs its slow lanes mainly in larger stores that also have self-checkout stations. They’re not claiming to cure loneliness, but they think it’s an important option. That choice alone sets them apart, designing for a smaller group, not the masses. In the U.S., that kind of move feels rare. And kind of radical.
It’s something to reflect on. In a world obsessed with faster and frictionless, where can you slow down? Where would “taking our time” be disruptive?
Art/Social/Ad
New ideas are born from brushing up against life, a process I call happy collisions. Here are a few pieces of inspiration to keep the ideas flowing: one piece of ART, one SOCIAL post, and one AD (or a bit of clever marketing).
ART
Helix is a Swedish Elkhound (real dog breed, I promise), and he loves to play the piano and sing along. Follow the link for his artist origin story.
SOCIAL
NYC, still undefeated.
AD
Mapquest finds that rare banger of political post, but mental health relatable. It’s kind of their brand voice now.