A Tesco supermarket in Forres, Scotland, has a unique “relaxed checkout lane.” And the reason behind the implementation of this checkout concept is truly heartwarming.
According to RetailCustomerExperience.com, one-third of customers will choose to abandon a checkout line if they have to wait for over five minutes.
As retailers are speeding up their checkout process to improve customer satisfaction, one Tesco supermarket in Forres, Scotland, is doing the opposite.
At Tesco’s Forres location, there’s a particularly slow lane.
Whilst customers may wonder why the line is progressing slowly, there’s a sign near the register that reads: “RELAXED CHECKOUT. Feel free to take as long as you need to go through this checkout today. Please be aware that you may experience a wait to complete your transaction.”
It turns out this “relaxed checkout lane” is a joint initiative introduced by Alzheimer Scotland and the Tesco supermarket, which aims to accommodate Alzheimer’s patients, the elderly, people with autism or social anxieties, mothers shopping with young kids, or simply shoppers who want to take things slow.
The scheme makes shopping easier and less stressful for these customers, as the lane gives them more time to complete their purchases without frustrated shoppers waiting behind.
The idea of this checkout lane was contrived by Tesco employee Kerry Speed during the store’s regular dementia awareness session.
“It was highlighted to me that people living with dementia can feel under pressure when they reach the checkout and it struck me that this could be true for others as well,” Speed said.
Wendy Menzies, the dementia advisor for Alzheimer Scotland who hosted the store’s dementia awareness session, said, “We welcome this new pilot scheme which will help people with dementia to feel confident in continuing to shop independently in their local community for longer.”
Today we officially opened Scotland's first relaxed checkout. This will be a checkout where customers can take the time…
“We’re removing that pressure that comes with express checkout and that fast lifestyle altogether,” Menzies told CBS News.
Hopefully, this will encourage people with medical conditions “to still go out and about and participate in things that they’ve always done,” Menzies explained to TODAY.
The Forres Tesco’s “relaxed checkout lane”—manned by cashiers who were trained by Alzheimer Scotland—operates only on Tuesday and Wednesday mornings.
If the scheme is well-received, it’ll be implemented in other Tesco stores. So far, the response has been positive and overwhelming.
“We now have people who come in come just to use the checkout as they can go as slow as they need to and have a ‘blether’ chat,” Speed said.
According to Menzies, “There’s a lot of support in the community for it and people who say they’ve been wanting it in other stores.”
So, what are your thoughts on this “relaxed-checkout-lane” concept? Do you like the idea of this more relaxed approach to shopping? Perhaps it’s also good for those who just want to socialize a little and have a chat to the person next to them in line.
Watch the video:
A branch of Tesco has launched a 'relaxed' checkout lane to make life a little less stressful for people with dementia and other vulnerable people. More: bbc.in/2iC9fZs
Posted by BBC Scotland News on Wednesday, January 18, 2017