From discount store to supermarket

Inside the building a whole host of measures have been taken to increase shopping comfort, therefore pleasing the supermarket target group without scaring off the discount store customers: the aisles have been widened considerably, the logo colours are now distributed around the store in a more selective and less intrusive manner, goods are presented clearly and in straight lines, daylight enters the store, and the design of the floor and ceiling is kept deliberately simple. The trading up therefore benefits the regular customers in particular as it has increased shopping comfort. This effect is supported by the Wanzl wire tech 100 shelving system, which has a subconscious effect on the shopping atmosphere. Compared with traditional shelving, its wire shelves not only allow an enormous amount of light to pass through, they are also so fine and unobtrusive that, from the perspective of the customer standing in front of the shelving unit, the goods are the main focus and lead the eye around the store. This strong visual accentuation of familiar products and Zielpunkt's own brands helps to retain existing customers, but also appeals to the new target group due to the extremely clean and uncluttered appearance, thus showing typical supermarket customers that Zielpunkt is a real alternative.   This is also symbolised by the stylised natural stone wall in the fruit and vegetables section and the suspended signs and wall posters featuring selected, emotive imagery. Just like the signs in the fruit and veg section, these elements present the idea of "healthy enjoyment" in concise, straightforward language. In combination with the completely redesigned service counters, these indicate to the customer a carefully selected range of products and increased value without increased prices.