New World Matamata launches “Chat Lane” to create connection at checkout

For some, a simple conversation at the checkout can make all the difference and now New World Matamata is helping make that happen with the launch of its new “Chat Lane”, believed to be the first initiative of its kind in New Zealand supermarkets.

Introduced by New World Matamata, owner-operator Steven Yin, the dedicated checkout lane offers customers a slower-paced, more relaxed shopping experience where conversation is encouraged and extra support is readily available.

Inspired by the popular Dutch concept “KletsKassa”, the initiative has already attracted overwhelmingly positive feedback from customers since launching on 28 April.

“The Chat Lane was introduced for our customers because we know for some people, a supermarket visit is also an important social connection,” says Yin.

“The idea originally came from the Netherlands where ‘KletsKassa’ has become very popular. We thought it was a great concept to trial here in Matamata as well. 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.”

Located at Checkout 1 and operating daily from 9.30am–11.30am, the lane is designed for customers who may appreciate a little more time, support or connection during their shop.

“This is a lane where the pace is slower, and conversation is always welcome,” says Yin.

“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.”

Checkout Manager Leoni Vanstiphout, who helped bring the service to life, says the response from the community has been immediate and heartfelt.

“The feedback has been amazing. Customers have told us things like ‘It feels like our store really cares’, ‘Exactly what our town needs’, and ‘Thank you for looking after us’,” she says.

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

The lane also provides practical support for customers who may need assistance unpacking groceries, loading trolleys or simply taking extra time at the checkout without feeling rushed.

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

The initiative reflects the store’s wider focus on community connection and customer wellbeing, with early social media response showing strong support for the idea from shoppers across New Zealand.

Customers can access the Chat Lane at Checkout 1 every day between 9.30am and 11.30am at New World Matamata.

Owner-operator, Steven Yin with Checkout operator Bridget Aroa