German supermarket chain Aldi is trying out a new formula in the Karlsruhe area, that inches closes to the traditional supermarket and steps away from its familiar territory, discount.
These stores will be designed in a more high-brow fashion than Aldi (Süd)'s regular stores and it has also slightly altered focal points in its product range, like with fruit and vegetables. Customers will get more information about the items and the goal is to make the customer experience more enjoyable and simpler. Customers can visit the toilet and there is a coffee machine behind the cash register.
By improving its own formula, Aldi hopes to counter the changes in the consumer behaviour and get customers back.