Aldi: New shop concept in Belgium

Aldi is launching a new shop concept in Belgium, in which the fresh food offer is given an even more prominent place. More attention is also being paid to the changing promotions: the retailer is bringing the logic of the brochure to the shop floor.

Responding to customer needs
The innovation fits in with the evolution Aldi has been undertaking for some years now: the retailer is investing heavily in fresh food, for example by adding its own range of pre-packed meat in all its shops and by developing a range of bulk fruit and vegetables. “People come to the shop more often to buy fresh products. So we link our layout to the needs of our customers,” says sales director Koen Piessens. “This way, the shopping trolley can be filled immediately with what is at the top of the shopping list.”

At the entrance Aldi welcomes its shoppers with a real fresh market. All fresh products are displayed here: fruit and vegetables, fresh meat, fresh fish and chilled convenience products such as pre-packed salads, fresh fruit juices and other prepared meals and drinks.