New Biedronka v2.0 Concept: Store Visit

Biedronka v2.0 store opened on 29th December 2018: New concept noticeably focusing on convenience, added value, health and regionality.

The fruit & vegetable section under the 'Warzywniak' logo (colloquial Polish term for the vegetable stall around the corner) is still located at the entrance of the store, but the bakery section was moved into the opposite corner in favour of extending wall chillers for fresh assortment.

The private label 'Kraina W?dlin' ('land of sausages') carries the add-on 'Nature', chilled convenience from the fruit & vegetable ranges is presented under the 'Vital Fresh' logo while the sausage section 'Swojska Chata' ('homey cottage') is subtitled 'tastes like mother's'. 

Mix & match concept for nuts and dried fruit as well as chocolates create on-spot impulses while catering for single shoppers and customers otherwise untempted by sweets in larger packagings.

The chilled pastry section 'Cukiernia' is expanded to two shelf units while the bake-off assortment sees an increase in sweet and salty snacks, following the 'food to go' trend.

Dry categories feature around 20 'goBio' items and the blue-themed health & beauty aisle stands out through separate illumination, creating a convincing concept world. The alcohol department features a smaller wine section than seen earlier, but the range of spirits is increased (might be a carryover from the New Year period).

Store colours are held in anthracite and Biedronka-yellow with indirect lighting adding a slightly more upscale, subtle touch. The formerly used aggressive red colours are missing.

At the same time signage emphasizes the discounter's claim to price leadership. Promotions following the 'buy several, pay less per piece' scheme run like a red thread through most of the FMCG and fresh categories, while other offers are highlighted with red A5 price tags, but more sparingly than earlier. 

Although Biedronka is SKU-wise at approximately the same level as Lidl, the store is sized only 700 sqm (in contrast to Lidl's almost 1,000 sqm). Consequently, the new concept's mesh wire boxes for promotions and seasonal offers are fitted with additional top units to accomodate more items. The pallet street in front of the checkout zone – usually featuring single-item pallets like coal, windshield wiper liquid, beverages, among others, and seasonal offers – have vanished completely.

Conclusion: Biedronka has managed the tightrope walk of developing commercial offer and store interior towards added value without losing the atmosphere of 'getting the best deal'.

Future vision encompassing an increase of fresh produce from 40% to 70% revenue share, transforming Biedronka towards a 'restaurant with takeaway option'. Worth to follow!

As always, if you like this post, please give me a thumbs up or follow me.

If you are interested in data intelligence and strategic insights in the Central and Eastern European grocery retail markets, blended with a healthy dose of pragmatic operational experience, I would be glad to welcome you in my network.

I also recommend to subscribe to our free newsletter at LZ Retailytics to keep up-to-date with current retail developments on a European level.

Other discount articles:

Biedronka Wins With Hybrid Model

10 Reasons Why Lidl Wins Against National Grocery Leaders

Aldi vs. Lidl: Sausages & Charcuterie. Where would you buy?

Store impressions: What do you think? Top or Flop? Aldi

Store impressions: Top or Flop? What do you think? Aldi

#Biedronka #retail #discount #supermarketization