WordSmith: A man amongst the beeps
In this week's WordSmith column, Gerard is reminding people of the importance of simple interactions, even in the supermarket, that are perhaps being lost among the self service checkouts...
BEEP! “Insert cash or select payment type.” BEEP! “Unexpected item in the bagging area.” BEEP! “Can a manager please come to the customer service desk.” BEEP! “Do you have a loyalty card?” BEEP! “We are currently recruiting department managers; apply online or in store, today.” And the BEEP goes on...
So accustomed are are we to supermarket sounds that we probably don’t hear them. It’s a white noise that’s zoned out by our busy lives.
But have you seen the old man who walks the supermarket aisles? A smile on his face and hope in his heart. In his basket he has bread and milk; and on the way to the eggs he hopes to catch a smile and a nod. If he does, it will be returned, if he doesn’t, “That’s no harm.” At the deli counter he orders a few slices of the ham he likes, “Not a bad day,” he says, to the deli assistant. She replies with a smile as she hands over the ham, “It’s great to see a good day.” He notes the queue behind him; and is buoyed that despite her busyness, she engaged; that’s a great kindness for him.
With eggs, ham, milk, butter and bread in his basket he heads for the checkout. A young mother with a laden trolly complete with fractious child, says, “Go ahead of me, there.” He politely declines, “Not at all, I’ve the time to wait,” he says, knowing her time is more pressing than his. You see, the supermarket is his social life, and he likes to have it linger.
That man is my fiction, but he’s based on a facsimile of many real people. And to be honest, a large part of him is me. In my latter London days, my friends and colleagues began to marry. I remained resolutely single. When they began their families, they moved to places more conducive to raising children. Cities are less forgiving of growing older than towns and villages. With my friends moved on, I became that man looking for a connection in the supermarket.
There was a checkout lady I’d purposefully seek out for our Great British Bake Off banter. One evening, I cheekily asked her, “Do you fancy Paul Hollywood?” She looked aghast and answered with indignation, “No, I do not – I fancy a Gin and Tonic!” Our encounters were brief, but mutually uplifting.
I’ve always been aware of the solace supermarkets and retail spaces provide. And it’s the same in Cavan. I’ve no doubt you’ve encountered that man or his female counterpart as you do your supermarket-beep.
Back in Cavan I have an abundance of friends and family with whom to connect. Yet, I’m still mindful of supermarket aisle walkers; if I have the time, I’ll stop and connect. And, I enjoy checkout-chatter, myself. There’s one guy I always go to, because during the retail transaction we swiftly swap Netflix recommendations; always followed up by our rapid-reviews when we next transact. The other day he asked, “Do you mind waiting, Gerard?” I watched as he packed an elderly lady’s shopping while chatting to her, it was lovely to see his selfless caring for an elder.
What prompted this column was an internet meme and news story that’s been doing the rounds. A supermarket chain in Denmark saw a need, and thus opened what they called ‘Slow-Checkouts’ or ‘Chat-Checkouts’ for older people who want to chat to their cashiers. Such is the success of the initiative that it’s been rolled out to over 200 more stores in Denmark. The idea is for shoppers who are not in a rush, so it’s not only for the older customer.
Would this initiative catch on in Cavan supermarkets? I suppose we already have a semblance of it, with the Customer Service Desk. Lotto’s are checked, scratch cards redeemed, and proud information imparted, “My granddaughter got 500 points in her leaving certificate.” The cashiers I connect with have attentive ears and admirable patience – they really are the ‘super’ in ‘supermarket'.
Which is why I think a ‘chat-checkout’ in Cavan would work. As the old man who walks the aisles would say, “What harm would it do.” Of course, supermarket CEOs might feel differently; because after all, the bottom line is the BEEP!
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