Grocer in Mainz, Germany doubles size of its wine department to nearly 500 m²
Redesign of the wine department in the EDEKA Scheck-In Center, Mainz
Our remit was to completely redesign the existing wine department – an enormous undertaking and challenge since the department remained open during the installation. The previous sales area of just under 250 m² was fitted with simple lattice shelves. We were asked to design a superior and attractive presentation of the supermarket’s extensive assortment of wines. A doubling of the sales area to almost 500m² provided the appropriate framework for this. In addition to increasing the attractiveness by expanding and specializing the assortment, goals such as customer loyalty and profitability were naturally also on the wish list.
Our clear and harmonious design uses high-quality materials. The light oak wood decor picks up on the store's existing design is accentuated by dark surfaces.
The wine department is divided into several areas:
Champagne, wines from France and non-alcoholic wines are presented along the wall. Large-format photos create a "desire for wine".
On shelves in front of the "wine wall" sparkling wines and international vintages from Europe and overseas are presented next to an exquisite selection of spirits. Wines exclusively imported by the grocer also find space here to be purchased directly by the case from the pallet at attractive prices.
The newly created front area of the department is reserved for wines from the various wine-growing regions in Germany. Here, wineries can present their wines and offer a wide range of information on their goods. A special focus is placed on regional wines as Mainz is in the heart of the Rheinland Palatinate wine-growing region. Slanted presentations on low shelves and cubes, which can house individual displays by the vinyards, arouse particular interest in the diverse range. This vinotheque character invites visitors to learn more about the vintner and the product and, if they wish, to take the selected wine home to enjoy.
The heart of the department is the "marketplace".
Like a lighthouse, the four-meter-high, temperature-controlled wine tower draws the eye from all directions of the market. High-quality wines and special vintages are presented here. The „Scheck-In-Weinwelt“ counter is the focal point for all questions about the product range. Here, a professional and knowledgable contact person is always available to answer questions on the subject of wine. On weekends they are supported by various vintners and producers. This offers the customer an opportunity to get to know and taste new wines every week. Wine lovers can meet here to talk shop with like-minded people.
Four half-height shelf cubes flank the marketplace and provide space for special presentations and offers.
The unusual and attractive light features used to illuminate the centre of the department are made of wine bottles.. A total of 360 illuminated wine bottles hang in 8 cubes, each measuring 1m³.
Figures
More than 80 linear meters of shelf space can accommodate up to 45,000 bottles. A total of approx. 2,500 sqm of panel material and almost 5 kilometers of ABS edging material were processed.