Old-fashioned classics such as the tompouce and the smoked sausage are still available, but the Hema on the Koopmansplein in Assen has also been completely renovated. The store should serve as an example for branches all over the world.
They just don’t push each other aside. Dozens of people braved the rain on Thursday morning to be the first to enter the renovated Hema on Koopmansplein in Assen. They all want to know what the renovated store looks like. And come on, maybe the free tompouces for the first two hundred customers also play a role.
Missed
“It is usually not that busy on Thursday morning, no,” says an employee with a laugh. The store has been closed for a few weeks for a thorough renovation and the regular customers are very happy that they can go back in.
“I live opposite here in De Nieuwe Kolk and I really missed the Hema,” says Vrouwkje Meulman. “I get my sandwiches here almost every day, glad that I can do that again. I still have to take a good look around, but the store looks great at first glance.”
When you enter, you immediately see that the renovated store looks much more spacious and lighter than before. The cash registers are set up against a mint green wall and a large dividing wall has been removed that separated the catering industry from the shop. There are self-scan points in various places, the lowered ceiling has been removed and there is more space between the racks. With large letters on the ceiling, the different departments are a lot easier to find than before. After all, those looking for pastries don’t always feel like having to search through their underwear.
Not only the store has been given a new look, the employees – there are remarkably many on the opening day – have also been given a new outfit. Gone are the washed-out blue polo shirts: the staff proudly wear red shirts, often supplemented with a denim-look apron. Are they also very happy with it: “The previous apron was made of plastic, I didn’t want to wear that. Way too hot.”
High visit
In the midst of all those curious customers is a high visitor. As operational director, Machiel Lagerweij is in charge of all Hema branches in the world. “In recent weeks we have already opened new Hema stores in Hilversum, Alkmaar and Voorburg, and Assen is now joining them,” he says. “These four locations are together part of a pilot. We check whether customers and employees are satisfied with this new set-up. If that is the case, other stores will also be renovated according to this concept, perhaps with some adjustments.”
For the customer, the ‘HEMA of the future’ is a lot clearer, but according to Lagerweij a lot has also changed behind the scenes. For example, by using new equipment and technical installations that are much more economical. And with the electronic shelf labels, it is much easier for staff to implement price changes.
“The old-fashioned classics such as the tompouce and the smoked sausage are still there, but we also have many new products in the range. For example, in the field of sportswear and household,” says Lagerweij. He points to a corner of the much larger food section. “Look, you can buy old-fashioned scoop cake here. There are different types, which you can put in a jar yourself to take with you. A nod to the past, when all Hema’s had scoop cake.”
The first customers have yet to discover the scoop biscuits (with flavors such as coconut and chocolate), but the tompouces are in great demand. An elderly gentleman is so happy with his loot that without looking closely, he bumps his head against the new glass front, which is located just next to the automatic sliding doors.
Well, such a new Hema takes some getting used to for everyone.