Dekamarkt Krommenie: An In-Depth Look at the Business Model

The trick is to make supermarket formats feel consistent across every location. The true quality of a concept only becomes apparent when conditions are less than ideal. The new Dekamarkt in Krommenie is exactly that kind of project: a deep store where the customer flow, layout, and commercial logic had to be rethought—the store is very deep.

For each location, we create a 3D scan and ultimately lay out the dimensions: this time, we documented the layout process at various stages—a case where formula development and engineering visibly come together.

The challenge: a deep store that must continue to operate

Deep stores present a unique challenge in retail. While width often provides clarity and orientation, depth actually requires guidance. Without a clear structure, attention, pace, or even sales can quickly suffer.
As is true in retail design: the layout is not just a drawing, but a strategic tool that guides behavior. Together with Dekamarkt’s designer, we examined how this fits well, where the sightlines and hotspots should be, and where extra attention should be drawn.

The depth in Krommenie, specifically:

a store that naturally guides visitors to the back
without it feeling forced
and without losing the essence of the Dekamarkt concept

Because a formula only works if the design, process, and rollout form a single, cohesive whole.

Formula Integration: Guiding Without Forcing

The strength of the new Dekamarkt concept lies in its calm atmosphere, focus on fresh produce, and a clear, well-organized shopping experience.
In a deep store, this requires a precise implementation. In Krommenie, the concept wasn’t simply “placed” in the building, but actively integrated:

A strong entrance and a decompression zone that slows the pace and allows for orientation.
A clear navigational axis that draws customers deeper into the store
Strategic positioning of fresh produce and service as key drivers within the structure
Sightlines and focal points that continue to guide the customer, without physical barriers

The result is a store that operates intuitively. Customers don’t have to think about the route; the space does the work for them.
This aligns with a fundamental principle of retail design: design should not explain, but rather let people experience how the space works.

Depth as an Opportunity Rather Than a Limitation

Whereas depth is often seen as a problem, this store has instead focused on how it can encourage customers to stay longer and spend more.
By building up the route gradually and linking zones in a logical order:

A rhythm develops during the shopping trip
Moments of orientation and momentum are consciously alternated
and the store remains legible from front to back

This directly affects how customer behavior works in supermarkets: a clear path provides a better overview, encourages customers to stay longer, and ultimately leads to higher spending.

Dimensions as a Foundation (and as a Story)
What makes this project special is not only the design, but how its foundation was established.
Every store starts with a site survey. But the quality of that survey also determines the quality of the execution.

For Krommenie, that step has been made explicitly visible.

The dimensions are:

recorded completely and accurately
translated into consistent drawings and models
used as a basis for design, engineering, and implementation

Using digital 3D surveys creates a “virtual building”—without any differences in interpretation.

This has a direct impact:

lower failure costs
fewer assumptions in design and implementation
greater speed and reliability in the process

But perhaps more importantly, it makes the work transparent.

From Coaster to Communication

During the implementation phase, many shipments and deliveries converge, and installation crews are working at numerous locations. As a result, it’s not always clear where items are supposed to go. With our pre-marked dimension points, it’s immediately clear where each piece of furniture should be placed. This prevents delays, errors during installation, and the resulting unforeseen costs.

This aligns directly with how modern clients view retail: not just in terms of image, but also in terms of performance, feasibility, and risk.