IIDA Perspective - Spring 2018 - 35

"We're now thinking about stores as spaces to engage
customers, rather than cramming stores with more and more
products," Du-Prat says.
Design can foster customer engagement. At the Solera
store, Palacios sought to elicit an emotional response from
customers. Striking teal, red, and yellow paint and tiles
playfully evoke a Mediterranean ambience that speaks to
the store's Spanish products. "We wanted customers to feel
their food supplier is trying to create a joyful sensation while
they're shopping-not just trying to make as many sales
as possible," she says. That sense of joy leads customers to
linger-and to pick up and discover new items.
It was with this mindset that Du-Prat and her team at
Household reimagined a Centra store in Limerick, Ireland.
The firm divided the store into two sections: a convenience
store on one side and on the other a restaurant called
The Good Kitchen with its own branded food stations.

Household distinguished its spaces with simple gray floors
on the store side and attention-grabbing black-and-white
tiles on the restaurant side. But it also tied them together
with common design elements, such as sign fonts and colors.
The design firm placed the restaurant in the front of
the store, so instead of the standard product-promotion
posters, a passer-by sees customers enjoying food. Once
inside, shoppers can either go quickly to the convenience
area or spend time in the restaurant. "With Centra, we
created more dwelling spaces where people can look
around and pick up something for later," Du-Prat says. "As
customers buy online more and more, the physical store
design needs to be optimized to entice customers to try
products that aren't already on their shopping list. We're
so used to repeat-last-order. Grocery store design needs
to break those routine patterns and entice customers with
new ideas." n

A kitchen where
customers
can taste new
recipes lies at
the heart of a
Solera grocery
store in Cologne,
Germany.

Credit

Discount grocers including Aldi, Lidl,
and Dollar General plan to open
thousands of new stores over the next
few years, according to Business Insider.
In Britain, Aldi and Lidl already account
for more than 12 percent of the country's
grocery bills-three times higher than a
decade ago.
Historically, these stores have been
massive concrete boxes filled with
endless rows of low-cost goods in their
original crates. But as these grocers
expand their reach, they're taking a
more design-conscious approach. Last
year, Lidl opened its first U.S. stores in
North Carolina. The new stores feature
a sleek, contemporary look with walls
of glass that fill the spaces with natural
light and look onto fresh foods and

fine wines-all of which is a definite
departure from what discount shoppers
have come to expect. "Lidl is trying to
attract millennials who are into food,"
says Phil Lempert, foodservice analyst
and self-described supermarket guru,
adding that the new stores "really
shocked the industry with their much
more contemporary look."
Lidl's main competitor, Aldi, must
have felt it. In July 2017, weeks after
Lidl's first U.S. stores opened, Aldi
North, which operates Aldi and Trader
Joe's, announced it would spend $5.7
billion to redesign its stores around
the world-the company's biggest
investment project ever. This followed a
February 2017 announcement of a $1.6
billion project to upgrade over 1,300 U.S.

Photo by: courtesy Aldi

BEAUTIFUL BARGAINS

stores by 2020. The upgrade will deliver
what the company calls "a modern
design," including open ceilings and a
lot of natural light. It's a sign that even
concrete-box discounters have to do
more than offer low prices.

spring 2018

perspective

35



Table of Contents for the Digital Edition of IIDA Perspective - Spring 2018

IIDA Perspective - Spring 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Redesigning Gender
The Real Deal
Supermarket Shift
Safe Spaces
Ready for Takeoff
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Spring 2018 - IIDA Perspective - Spring 2018
IIDA Perspective - Spring 2018 - Cover2
IIDA Perspective - Spring 2018 - From IIDA
IIDA Perspective - Spring 2018 - Contents
IIDA Perspective - Spring 2018 - 3
IIDA Perspective - Spring 2018 - 4
IIDA Perspective - Spring 2018 - 5
IIDA Perspective - Spring 2018 - Next
IIDA Perspective - Spring 2018 - 7
IIDA Perspective - Spring 2018 - 8
IIDA Perspective - Spring 2018 - 9
IIDA Perspective - Spring 2018 - World View
IIDA Perspective - Spring 2018 - 11
IIDA Perspective - Spring 2018 - Sum of Its Parts
IIDA Perspective - Spring 2018 - 13
IIDA Perspective - Spring 2018 - Talk, Talk
IIDA Perspective - Spring 2018 - Data Viz
IIDA Perspective - Spring 2018 - Pre/Post
IIDA Perspective - Spring 2018 - I Design
IIDA Perspective - Spring 2018 - Redesigning Gender
IIDA Perspective - Spring 2018 - 19
IIDA Perspective - Spring 2018 - 20
IIDA Perspective - Spring 2018 - 21
IIDA Perspective - Spring 2018 - 22
IIDA Perspective - Spring 2018 - 23
IIDA Perspective - Spring 2018 - The Real Deal
IIDA Perspective - Spring 2018 - 25
IIDA Perspective - Spring 2018 - 26
IIDA Perspective - Spring 2018 - 27
IIDA Perspective - Spring 2018 - 28
IIDA Perspective - Spring 2018 - 29
IIDA Perspective - Spring 2018 - Supermarket Shift
IIDA Perspective - Spring 2018 - 31
IIDA Perspective - Spring 2018 - 32
IIDA Perspective - Spring 2018 - 33
IIDA Perspective - Spring 2018 - 34
IIDA Perspective - Spring 2018 - 35
IIDA Perspective - Spring 2018 - Safe Spaces
IIDA Perspective - Spring 2018 - 37
IIDA Perspective - Spring 2018 - 38
IIDA Perspective - Spring 2018 - 39
IIDA Perspective - Spring 2018 - 40
IIDA Perspective - Spring 2018 - 41
IIDA Perspective - Spring 2018 - Ready for Takeoff
IIDA Perspective - Spring 2018 - 43
IIDA Perspective - Spring 2018 - 44
IIDA Perspective - Spring 2018 - 45
IIDA Perspective - Spring 2018 - 46
IIDA Perspective - Spring 2018 - 47
IIDA Perspective - Spring 2018 - 48
IIDA Perspective - Spring 2018 - 49
IIDA Perspective - Spring 2018 - Scratch Pad
IIDA Perspective - Spring 2018 - 51
IIDA Perspective - Spring 2018 - Insider Intel
IIDA Perspective - Spring 2018 - 53
IIDA Perspective - Spring 2018 - IIDA News + Updates
IIDA Perspective - Spring 2018 - 55
IIDA Perspective - Spring 2018 - Why This Design Works
IIDA Perspective - Spring 2018 - Cover3
IIDA Perspective - Spring 2018 - Cover4
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