Grand grocery shopping in 2025

uncovering the needs and concerns of future grocery shoppers

When Albert Heijn sought to develop the next generation XL stores they asked Reframing Studio to give them insight into future grocery shopping behaviour. The AH XL format is essentially both a superstore and a flagship store, showcasing an extra broad and inspirational assortment products and services. Reframing Studio used the Reframing process to uncovered the main future shopper 'concern profiles' which the format should cater to. The profiles were used as a blueprint for the development of the format. The new format is currently being rolled out, with the most recent openings in Eindhoven. This store was designed by Swedish agency Blink, and Dutch Architects Claessens Erdmann (photo's by Blink).

Awards: 
Category: 
Food and retail
Client: 
Project kick-off: 
January 2012
Project delivered: 
February 2013
Type: 
Service Design
Project size: 
Large
Project developers: 
Charlotte Vanhoutte
Renske Solkesz
Rick Porcelijn
Roald Hoope
Expertise: 
Food and retail
Capability: 
Retail design
Forecasting
Innovation strategy
Interaction design
Product design
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