Why getting into stores matters

When was the last time you visited a supermarket outside of your regular grocery shopping? Getting regularly into stores, whether you are a retailer or supplier, is essential to staying connected to the realities of the shop floor.

Taking the shop floor experience further

In January 2026, I facilitated a three-market retail safari across the Netherlands, Belgium and Germany for an American supplier and retailer. The purpose of the trip was to provide category inspiration for both, and to see some of the latest innovations in grocery retail.

Through our market knowledge, planning and retail contacts we were able to showcase the best stores and concepts in our clients’ selected markets and secure official visits with retailers, who provided an overview of recent developments and answered operational questions about the stores.

The importance of cross-category / cross-channel inspiration

Despite the group being focused on a couple of categories, we ensured learnings from other categories across stores were highlighted. The moments of inspiration came from category navigation and segmentation, shopper education and information, mission focused merchandising, shopper marketing and packaging innovation.

We took the group to different store formats, covering hypermarkets, supermarkets, discount and convenience channels. Aldi Nord provided inspiration around in-store efficiencies and the use of shelf-ready packaging by brands. Spar has new University formats, which execute food for now and impulse categories very well, as well as providing an experiential design.

Showcasing best-in-class retail

The markets visited allowed us to show the group innovative concepts and great execution of some of the key trends in European grocery. The value messaging, retail media, use of technology and health elevation on display definitely impressed.

Albert Heijn’s approach to health in the Dutch market is impressive, with healthy snacking, shopper guidance and plant-based protein initiatives providing plenty of inspiration.

The technology on display in REWE’s hybrid store in Düsseldorf, where cameras and shelf sensors to monitor what shoppers select and fill a virtual basket, was a highlight for the group.

Looking outside of traditional grocery

When planning a retail safari, we always consider other retailers that can provide inspiration based on the client’s requirements. With us visiting Brussels, we were able to take a walking tour of the city to show the group around the many chocolate shops, showing examples of theatrics and showcasing quality in the retail environment.

How IGD can provide inspiration

Getting onto the shop floor gives retailers and suppliers real, unfiltered insight into how shoppers behave and how well plans are executed in practice. It helps them spot opportunities and issues that never show up in data, leading to better decisions and stronger commercial performance.

If you are seeking inspiration for your stores, category or products and feel a retail safari could provide the spark needed, please get in touch with our consultancy team to arrange your bespoke trip.

Retail Analysis subscribers have access to IGD’s photo gallery, with over 330,000 images from stores across the globe and new images added monthly. Images can be filtered by market, channel, retailer and category, to allow users to quickly find relevant pictures. Allow IGD to be your eyes in stores.