ALDI revamp puts produce front and center
ALDI | Harrisonburg, VA, US
completed Sept. 2018 | size 11,000 sf
photos courtesy of ALDI
Contributing Shop! member:
Big Red Rooster, a JLL Company design, web portal
Aiming to shift market perception of an established discount grocer, this new store prototype creates a more seamless, inviting environment for ALDI locations that elevates the brand, appeals to Millennials, and highlights its high-quality products and fresh produce.
A new store plan, visual merchandising, fixtures, and lighting enhance the shopping experience. Redesigns of key departments, including wine and produce, maximize differentiation and drive incremental sales. Moved from the back of the store to the front, the produce department showcases fresh products as customers enter. This new market-fresh area sets the stage for an enhanced shopping experience and helps build awareness of the store’s growing organic offerings.
Bold lighting, clean lines, and a hierarchy of messaging play into a streamlined, aesthetically pleasing store that’s easy to navigate. New merchandising and natural finishes connote freshness. Large wall signage reflects freshness with bold, bright green lettering on earthy brown backdrops, and dark-colored fixtures allow produce to pop. Rich wooden-slat signage and glowing pendant lights warmly differentiate the wine section.
A flexible perimeter graphic system promotes easy changeability and enables the retailer to communicate product quality and freshness. As shoppers check out, graphics educate them on how ALDI’s operational “quirks” result in higher-quality product at lower prices.
A new exterior package offers flexibility for localization while achieving brand consistency: Three color palettes can be paired with different material options.
A new web portal, ALDI Shopping Cart, provides a one-stop shop for design materials, specifications, and more for all 1,700 stores across 30-plus states. The tool enables ALDI to ensure brand consistency and communication across its portfolio.