Aldi is launching a new store concept in Belgium, in which the fresh food offer takes on an even more prominent role. The retailer is bringing the idea of the brochure to the shop floor.
Aldi will welcome its customers with a proper fresh food market at the entrance. All fresh products are displayed here: fruit and vegetables, fresh meat, fresh fish and chilled convenience products such as ready-made salads, fresh fruit juices and other prepared meals and drinks. This is the most striking innovation of the updated store concept that the discounter launched on Wednesday in Herenthout and Jodoigne.
The new concept fits in with the evolution Aldi has been undergoing for some years now: the retailer is investing heavily in fresh products, for example, by adding its own range of pre-packed meat products in all its stores and by developing a range of fruit and vegetables in bulk. “People come to the stores more often to buy fresh products. So we match our layout to the customers’ needs,” says Sales Director Koen Piessens. “This way, customers can immediately fill the shopping trolley with what is at the top of their shopping list.”
