In general supermarkets see an increase of their sales. Expectations are this increase will really slow down in the years to come. Development and innovations are very important for supermarkets. Choosing the right locations is more important than ever as well as ‘seducing’ potential customers. Product and process innovation based on convenience, health, enjoyment and Social Responsibility are crucial. Increasingly important is also the fact consumers want to be treated more like guests. Employees make the real difference here.