UNTERHACHING, GERMANY – In the face of tightening retail competition, Aldi is the latest chain to unveil a new strategy in efforts to place itself ahead of surging contenders. The supermarket chain announced that beginning in Germany, the retail’s interior will be moving away from its industrial feel, and towards a more elegant consumer experience. 

The following features will make their debut over the next three years:

• Warm wood paneling
• Natural lighting
• Benches for lounging
• Café area: featuring fair trade coffee, fresh smoothies, other chilled beverages

This announcement is continuing the retail giant’s move away from its previously recognized “discount bin” appearance, and more in line with an enticing, cozy shopping environment. Store changes seen prior to this included the addition of organic and regional produce in the chain. 

These new stores will also display products neatly on shelves, rather than their current place piled on tables. Locations being tested for consumer response will start in south and west Germany, and slowly move throughout 1,900 other locations.

In a statement according to Bangkok Post, Head of Purchasing Jeannette Thull said that the company electively responded to changing consumer tastes, and promised that the store’s prices will remain low. 

“We have a healthy confidence in ourselves,” stated Thull. The company did not disclose how much the new renovations will cost. 

While the “new Aldi” will be making its test run in Germany, it’s highly probable that a successful run of the new environment could mean American consumers will be seeing a similar facelift soon.

Keep your cursor on AndNowUKnow as we continue to report on the fast-chaging strategies on the retail end.

Aldi