The supermarkets of the future
The large chains noticed this a long time ago and reacted. Everywhere in Germany now, supermarkets are becoming more dignified or kind hearted than one might have been used to from the normal supermarkets. The two branch leaders are in the fore front. Last year, the largest trading chain in Germany, Edeka, invested 1.6 billion Euro in expanding and revamping its infra structure. And this year Edeka will again continue this. For 2014 200 new supermarkets have been planned, of which four or five will be in Berlin alone.
Rewe also, number two in Germany, has expansions planned. All over Europe the company has invested 1.5 billion Euro in its shops, of which about half has been spent in Germany, according to director Alain Caparros. With the money the manager wants to create shops where the people feel at home.
This leads to shopping becoming a more pleasant experience. And the friendlier the staff are behind the counter in the butchers, the more the consumer is prepared to try the recommended recipes and ingredients at home. Trading experts promise retailers, they are prepared to make their shop more appealing, an increase in turnover of up to 40% in the future. Even discounters, such as Aldi, Penny and Netto are modernizing their shops these days.
There are also all sorts of tricks to persuade the client to buy more. Tomato sauce therefore is placed next to cheap spaghetti, as many may be too lazy to walk to the sauce department for another type. And rolls are only baked in house because of their enticing smell. Even some retailers use artificial smells in order to achieve the same result: making the customer hungry.