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April 23, 2014

BELGIUM: Delhaize tests new-look stores

Belgium-based retailer Delhaize Group has opened the first of nine new-look domestic stores devised after discussions with customers.

Belgium-based retailer Delhaize Group has opened the first of nine new-look domestic stores devised after discussions with customers.

The supermarket in Wezembeek-Oppem, east of Brussels, is the first to include features that aim to put customers “even more central” to the make-up of the retailer’s outlets.

The concept behind the new stores – “good koepen, good eten” or “good buy, good food” – aims to provide customers with “the freshest produce, a warm, human service and inspiring products, getting the best value for money”.

Delhaize has sought to emphasise fresh produce, with more fruit and veg offered in bulk and fresh bakery products on made on site.

The new outlets will also include a section “dedicated to gluten-free products” as part of an area created for specific dietary needs that includes sports nutrition, diet foods and sugar free products.

They will also have free wifi, an improved “checkout experience” and improved sustainability efforts such as LED lighting and a recycle-zone.

The features were developed after “several months of brainstorming” between store staff and customers, Delhaize said.

“It’s all about the cutsomers in this latest generation of supermarkets: Delhaize puts them even more central to a more enjoyable shopping experience designed to match their needs and their budget even better,” the retailer said in a statement.

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