While many retailers, and supermarkets in particular, aim at offering ultra-fast, ultra-convenient, digital experience – there is a growing population of shoppers who are actually not in a hurry, and find the whole fast experience extremely stressful. In the UK, Sainsbury’s has developed a new concept – “Slow Shopping”, every Tuesday from 1pm to 3pm. During this time people who want to use the service are greeted at the entrance to the store, where a Sainsbury’s representative assists customers with their shopping. Chairs are put out at the end of aisles to enable people who struggle to stand all the way round the shop to have a rest. The store also mans two help desks where they offer samples of favorite products.