Belval completely transformed

We’re talking €3 million, three weeks of work, 1,950 m² and 20,000 products. And above all, a store that changes the way things work. The Delhaize in Belval is reopening today with a new concept that puts much more emphasis on the customer journey, speed and the overall experience.

A few details that caught my eye:

• 20 Quick Scan checkouts. This is the largest Quick Scan setup in the Delhaize network in Belgium and Luxembourg.

• A dedicated “To Go” route that allows customers who only need a few products to head straight to the Quick Scan.

• An automatic misting system in the fruit & vegetable section, presented as a first for Delhaize, with a very concrete objective: better preserve the products and reduce food waste. (Already seen at the Delhaize in Machelen, and if you ask me, the system really looks impressive.)

• A bakery where products are proofed and baked on site. (And as the franchisees confirm, this new concept delivers products that are quite different from what was offered before.)

• A new Picadeli Salad Bar for lunch or the “I’ll grab something and be on my way” moment. (Wait, isn’t that Foodmaker? Ah yes… we’re in Luxembourg.)

• A butcher’s department with cutting service on site.

And then there’s this rather interesting detail: the store is announcing a “surprise concept” for September.

So, basically, it’s not quite completely finished yet. Wait and see!

But what should we take away from all this?

Delhaize hasn’t simply renovated the floors and furniture. The group is clearly using the renovation to test a different way of moving customers through the store.

Now the real test begins: is it actually more fluid? Do the 20 Quick Scans really change the experience? And most importantly, what will customers actually adopt?