Have you noticed how shelf organisation dramatically differs between countries? This week on our “Across the Channel” series, we’re comparing shelf setups in UK and Dutch supermarkets!

UK Shelf Strategies
  • Vertical Brand Blocking – UK supermarkets organise products primarily by brand first. Walking through Tesco, you’ll see entire vertical sections dedicated to Heinz or Kellogg’s, creating brand “kingdoms” within categories.
  • Promotional displays – In England, it’s common to see promotional displays and even small flags placed on top of shelves in retail settings. This strategic positioning captures customer attention from a distance, making sure deals or featured products are hard to miss. It’s a smart and eye-catching way to highlight offers and drive sales in-store.
  • Promotional End Caps – UK stores leverage end-of-aisle displays extensively, rotating them weekly with deep discounts (often 50%+ off) creating a treasure hunt mentality for shoppers.
Dutch Shelf Approaches:
  • Universal ESL Adoption – In a lot of stores you can see now Electronic Shelf labels. Within a blink of an eye the prices are updated correctly and avoiding a lot of labour costs changing the labels.
  • Category Solution Focus – Dutch stores group products by solution rather than brand. For example, Jumbo’s food section organises by meal type rather than manufacturer, putting competing brands side by side.
  • Compact, Efficient Layouts – Dutch shelves feature significantly less space between products (average 4cm vs 7cm in UK stores) and extend higher, maximising limited floor space in urban locations.
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Left to Right: Dutch shelves maximising limited floor space, Dutch supermarkets focusing on meal type and putting competing brands side by side, and UK supermarkets with promotional displays and promotional end caps.
What This Reveals

Walking through the supermarkets in the two countries highlighted fascinating contrasts – UK shelving prioritises brand relationships and promotional opportunities, while Dutch layouts emphasise price transparency and shopping efficiency.

Retail Insight

These differences aren’t just operational choices – they reflect deeply-held shopper values. UK consumers respond to brand authority and promotional excitement, while Dutch shoppers value price clarity and efficient decision-making.

The Sharp Reality

In our rush to standardise retail operations across borders, we risk undermining the very shelf strategies that resonate with local shoppers. The most successful retailers won’t be those with consistent global planograms, but those who understand how shelf psychology varies dramatically by culture.

Because at its core, shelf design isn’t about product arrangement—it’s about understanding how your customers make decisions.

Learn more about our UK and NL Retail services from Rob Vos and Andrew Davidson