Digital and convenience at heart of new Delhaize concept store

The new Ahold Delhaize concept store opened to the Belgian public today (Thursday 20 September), including features aimed at bringing the digital aspect of the brand into the shop for customers.

In addition to a new click & collect area, which is common in many supermarket chains in Europe, the store in Nivelles offers a new-look endless aisle opportunity via five video displays located across the premises.

These screens, which are located in prime traffic areas of the store, enable shoppers to complete their shopping lists digitally if what they were looking for in store isn’t in-stock or not available at that location. There are 20,000 products listed available in-store, but the online facility opens up the opportunity to hundreds of additional ranges offered by the grocer.

Customers can order the additional products for next day delivery in store or to home.

Delhaize said the store team has been specifically trained to support customers who would like help with this new way of making purchases.

Global digital agency This Place is behind the endless aisle deployment in the store, which is part of a completely new-look shop that also features a much more open layout, various environmentally-friendly features such as reusable cotton bags in the fresh produce and bread aisles, a kid’s corner and coffee corner, and multiple opportunities to try produce before buying.

By the end of the year there are plans to have nine Delhaize stores relaunched to this new look; all of which will include these fresh features.

Fabian Frei, projects director at This Place, commented: “This Place are a core digital partner to Ahold Delhaize, and it's been a pleasure to work on the Nivelles endless aisle project.

“Working with in-store interfaces was an interesting challenge for us, as we had to seamlessly integrate eCommerce into a physical space. The goal was an effortless and convenient shopping experience for Delhaize's customers and offering an even wider range of products.”

He added: “The new concept store is an embodiment of modern grocery shopping, blurring the lines between online and offline."