New World Matamata has introduced ‘Chat Lane’ at its checkouts, a new initiative designed to strengthen community ties and provide a more accommodating shopping experience.

The checkout lane, introduced by the supermarket’s owner-operator, Steven Yin, will serve customers who need slower checkout times and extra support, such as unpacking groceries or loading trolleys after shopping. 

According to the company, the initiative, inspired by the Dutch theme ‘KletsKassa’ and rooted in the Netherlands, has received positive customer feedback since its April launch. 

The operator said the supermarket is recognised as a hub for social interaction rather than just a retail space, encouraging customers to engage in meaningful conversation while in-store.

“KletsKassa has become very popular. We thought it was a great concept to trial here in Matamata as well,” said Yin. “We kept the Dutch wording on the signage out of respect for where the idea came from and also added te reo Māori in the Waikato dialect after consultation with local iwi.” 

Positioned at Checkout 1, the slow-paced lane is operating daily from 9.30am to 11.30am.

“Whether customers feel like a chat or simply want a more relaxed checkout experience, the choice is completely theirs; there is no rush and no pressure.” 

“We’ve shared lots of laughs, received plenty of hugs, and even had customers waiting at the Chat Lane from 8 am,”  said Leoni Vanstiphout at New World Matamta. 

“It’s about creating a space where people feel genuinely cared for, welcomed and supported, whatever that looks like for them,” says Vanstipout.  

• Further reading: New World Te Atatu: Construction on $50m supermarket passes milestone.