In Vlijmen, Brabant, 200 Jumbo supermarkets are opening with a special feature in their stores. Called "Kletskassa" in Dutch, or "Chat Checkout", each supermarket has special checkout counters where customers can stop to have a chat rather than paying for their purchases as quickly as possible. The effort comes in response to the 1.3 million people in the Netherlands over the age of 75 who reported regularly feeling lonely. Jumbo CCO Colette Cloosterman-Van Eerd said, "It's a small gesture but it's a valuable one, particularly in a world that is becoming more digital and faster." Another 200 Jumbo supermarkets are expected to open next year with a particular focus for areas experiencing loneliness.