Family owned supermarket chain DekaMarkt needed its shops to better reflect customer needs. Sandenburg took this notion from idea to realisation at the first pilot store in just thirty weeks. The result is a radically new and ‘green’ shop format, that focuses on celebrating craftsmanship.
Despite the Covid-19 crisis we managed to hold digital work sessions with the DekaMarkt team and develop in co-creation the new DekaMarkt format. The strategy and vision provided the base for the design. Strategic partners in store renovations, foodservice, lighting, retail advising and brand strategy were involved in its further development.
The result can currently be experienced in the prosperous village of Heemstede, 20 minutes drive from Amsterdam. The new brand motto is Daily Inspiring, Refreshingly Responsible and Exceptionally Attentive. DekaMarkt still offers a high quality fresh assortment of meats, bread, vegetables and fruits. These products have been placed in the heart of the shop, brought together in Deka’s Kitchen, the Butcher, the Vegetables and Fruits Market and Inspiration Island. Interspersed with fascinating stories on DekaMarkt’s fresh produce suppliers, and top tips for your next fresh meal.
“We worked very well together. I got to know Sandenburg as a very involved partner, bubbling with excitement. Exactly what we wanted to achieve in our stores too.”
Marco Maatman, brand and formula specialist DekaMarkt
Specific attention was also paid to healthy take-away food, fast-lane shopping and a larger assortment of products. The red sales aisle stands out, a very coordinated display of all special food presentations in one area of the shop. Ultimately DekaMarkt noffers a shopping format that is unique for the Netherlands with its customer focus and high standard of fresh produce.
In 2021 the format will be rolled out to other stores of DekaMarkt in The Netherlands.