reframing grocery shopping

uncovering the needs and concerns of future grocery shoppers


The future of grocery shopping

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).

Food and retail
Project kick-off: 
January 2012
Project delivered: 
February 2013
Service Design
Project size: 
Project developers: 
Charlotte Vanhoutte
Renske Solkesz
Rick Porcelijn
Roald Hoope
Food and retail
Retail design
Innovation strategy
Interaction design
Product design
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