Delhaize
For the past 10 years now we have been developping the retail concepts for Delhaize who is one of Belgium's prime supermarket players. How? Through close and constant collaboration based on respect and knowledge sharing. From supermarkets to local convenience stores and "food to go". Every format has its own unique concept and customer esperience.
Challenge
How to position each Delhaize format in a crowded and competitive environment? How to match the best strategy in ordr to meet the needs of todays' consumer? How to deliver the appropirate customer experience for each format, while serving the Delhaize brand? The starting point for our thinking was the history of Delhaize and its value proposition: "Standing by real life"
Solution
Organize and design different kind of shops: Inhouse Supermarket (DLL), affiliated supermarket (AD DLL), proximity (Proxy DLL), on the go (Shop&Go DLL). Convinced that eating better is at the heart of a better life, Delhaize is adopting an advisory approach, far from the cliché of a moralising brand.. to illustrate this, the stores are easy and comfortable to roam. Named and designed by Minale Design Strategy, each format serves the brands' mission strategy - health, taste and the notions of comfort and accessibility.
Fresh Atelier
Delhaize, becomes the first retailer to address the latest consumer trend of having meals in a more fragmented, unstructured manner throughout the day with a clear strategy of differenciation.
Proxy Delhaize
Based on the original ambitions of Delhaize to create a basic supermarket in a format caering to local residents, the idea of proximity is communicated through in-store communication and a warm atmosphere.
Shop&Go
From a standard supermarket format, we developped a new concept for specific locations, an added-value permited by our wide-ranging expertise. The new Shop&Go fits in the mobility setting and highlights on-the-go food and ready-to-eat solutions.
