'Consumers no longer prese
single, predictable profile.
One day they splurge, and I
day they scrimp. In Delft we
taken this variable purchasii
behavior into account.
(I to r) Frank Sanders, Jan Andreae
and Huub van der Putten in the
new Delft store
In 1989 Albert Heijn took
very important steps
towards development of a
new store formula,
drawing in large measure
on the experience gained
in our prototype super
market in Tilburg.
By 1989 year end all key
aspects of the new
formula - most of them
pre-tested individually in
multiple stores - were for
the first time incorporated
together into an existing
AH supermarket in Delft.
This store was equipped
with: more efficient
shelving and showcases,
acoustic floors, the latest
type of lighting, prominent
fresh product groups and
a renovated checkout.
Executive Vice President
Jan Andreae: Consumers
no longer present a single,
predictable profile. One
day they splurge, and the
next day they scrimp. In
Delft we have taken this
variable purchasing
behavior into account. The
store offers its clients a
wide choice.
Thanks to the new
furnishings and fixtures we
can now stock 20% more
volume in the same sales
area,adds Huub van der
Putten, Vice President,
'and even so the store has
a much more spacious
layout; the aisles are
wider and a number of
open spaces have been
created. Together with the
faster flow at the checkouts
this has created a
friendlier environment for
our clientele.1
The renovated store has
been designed to permit
quick adjustment to any
new trends. 'It is really a
kind of stage setting,as
Area Sales Manager
Frank Sanders explains.
'There are no permanent
constructions. This gives us
a great deal of flexibility.
The store formula can be
adapted at any time to the
consumers' food prefer
ences.
Gradually, the moderniz
ed store formula -
perhaps with further
refinements - will be
introduced into other AH
stores.
