Convenience and flexibility in supermarket design at REWE, Germany.

Injecting passion into supermarkets

The supermarket sector has seen limited groundbreaking innovation in recent years, with much of the industry remaining static since the early 2000s. However, it’s refreshing to see REWE in Germany bringing a fresh energy to supermarket design, delivering a vibrant new concept that stands in stark contrast to other German supermarket brands in terms of branding, communication, store layout, and design.

The REWE outlet in Weil am Rhein-Haltingen (pictured below) is an excellent example of the exciting design changes the retailer has introduced. These updates reflect the evolution of REWE’s approach to its food departments and store environments, creating a distinct shopping experience.

In a market dominated by the functional designs of Lidl and Aldi, modern supermarkets and hypermarkets must do more than just offer quality fresh products. The Weil am Rhein-Haltingen store mirrors the atmosphere of a farmers’ market, offering customers an immersive experience. The 2020 store concept aims to evoke emotion, engaging shoppers with a sensory-stimulating brand environment.

To envision the future of supermarkets, it’s crucial to listen to what customers want. What are their expectations around health, well-being, and convenience? How important are innovations like an in-store app or a seamless cashless payment system? REWE took the initiative to ask their customers these questions. The results showed that shoppers desire a well-structured store, where they can easily find everyday items, but also be inspired. They value fresh, locally sourced produce, freshly prepared in-store foods, and a store environment that is visually appealing and encourages impulse purchases.

At Weil am Rhein-Haltingen, customers step into a setting reminiscent of a vibrant farmers’ market, overflowing with high-quality fresh fruits and vegetables, from both regional farms and exotic locations around the world. These products are artfully displayed on multi-levelled shelving and illuminated by warm, decorative lighting, enhancing the sensory appeal.

In-store wayfinding is intuitive, with large department signs guiding customers through the aisles to their desired products. Service counters provide personalised advice, offering a selection of delicatessen meat specialties, bakery items, premium cheeses, fresh fish, and more.

For those needing a quick bite, REWE offers two convenient options. At the front of the store, the bakery presents a wide array of freshly prepared snacks and premium coffee. Meanwhile, the deli section features a gastronomy area where customers can enjoy freshly prepared meals in a relaxed, open environment, complete with seating options like benches, stools, and easy chairs.

The REWE store design successfully combines convenience with a contemporary, fresh-focused atmosphere, proving that the supermarket experience can be both functional and emotionally engaging.

Our process of continuous renewal allows us to benchmark and highlight best-in-class branding and design trends across a range of market sectors worldwide. The images in this article are sourced from the web and credited to other brand consultants.

Take a moment to explore related news items on this page, or reach out to us to discuss your brand, store design, or digital and social media strategies. We’re here to help you transform your retail environment.