Albert Heijn sought KVD’s expertise to design a retail experience for the next generation AH local supermarkets (700 stores in The Netherlands). A multidisciplinary design team studied future consumer behaviour and the meaning of local supermarkets. The new local stores are envisioned as social hubs that play a vital role in the vitality of a neighbourhood. They are designed not only for grocery shopping but also for socializing and discovery. Freshness and authenticity should play a vital role to align with modern consumers’ values. The design team translated this vision in the complete range of store elements: from service desk to cooling en from cabinets to cash counters. The new design has resulted in a clean and attractive environment. Following the success of the first pilot stores, Albert Heijn is currently rolling out the new layout and design to all of its 700 local supermarkets.
In which direction will the behaviour of Dutch supermarket consumers evolve in the near future and how should retailers who want to confirm their leadership react right now?