Supermarkets (or: grocery stores) need a website too. These days, people like to look up online what’s on sale this week. Personally, I really appreciate it if a grocery store has a website that I can easily navigate. For one, I would like to find the important information without having to search for it. Opening hours, address, what’s on sale. As we will see, there are lot’s of different approaches to this.
Let’s dive into the “Deep Discount and Limited Assortment” segment of supermarkets. Walking around in those establishments is not a nice shopping experience to start with, but the prices are low, and that is their priority. We can only imagine where ‘web design’ is on their list of priorities. Let’s take a look:
First, we have Aldi, a chain based in Germany, that has about 1000 stores in the USA. Aldi specializes in own-brand staple items, and does not decorate their stores. The website of Aldi USA looks surprisingly pleasant:

Aldi USA Website
The main section actually looks really nice. I’m a bit disappointed by the header and the top navigation. The navigation does not jump out at you, and that is mainly what you’ll be looking for once you enter the website. The same goes for the little blocks on the right, where you can find a store locator, something a lot of people will be looking for if they’ve never been to your store. SEO wise, the site is not all that bad, but the XHTML is not valid.
Next up is Food 4 Less, a smaller chain. I’ve never been to their stores, but if their website is an example of what the store looks like, I wouldn’t mind shopping there:

Food 4 Less Website
The quick navigation at the very top right is nice, and has the most sought after navigation items right there. The whole website uses a color scheme that’s easy on the eye, with subtle gradients here and there. The logo could use a little updating, but that’s just a personal preference, and changing that could get very expensive, because they would have to change the signs on the stores too of course.
The website is missing a meta description, which does not seem very smart if you look at SEO. The source code doesn’t validate either, which may or may not be a result of using Microsoft Sharepoint.
For the next one in this category, I’d like to take you to Marc’s, a small chain that’s local to my area. If you think this website looks bad, you’ve probably never been in an actual Marc’s store.

Marc's
Again, I’m surprised by the website. At first sight, there is not much wrong with it. The navigation is somewhat messed up, because apparently the menu items “What’s New” and “Health & Beauty” do not fit in the allocated space, which is just plain ugly. I’m also glad I said ‘at first sight’ because upon inspection of the source code, we find out it is made with HTML tables. Now don’t get me wrong, I don’t mind a good table, if it’s used for actually displaying data that belongs in a table. And why a supermarket website needs a picture of the CEO in the header is a mystery to me.
There is also a lot of work left to do on the search engine optimization, and of course the page does not validate, as seems to be the standard in this business.
The last, and in this case the least of this showcase would be Discount Drug Mart, which is also a local chain in Ohio. Although their stores do not look as bad as Marc’s, their website is definitely the ugliest:

Discount Drug Mart
You don’t even have to look at the source code to see that his is just one big HTML table. Looking at the site, you feel overwhelmed by the amount of information on one page. If you follow the links on the left, you are shown a variety of different lay-outs and fonts. Of course, Comic Sans belongs on a website like this, including the occasional spelling error (‘Heathcare’ instead of ‘Healthcare’). Looks really professional.
I didn’t really want to test the validity f this website, but out of some kind of morbid curiosity i did. The score is 75 errors on the ‘Home’ page, but on some of the other pages it gets closer to the magic number 100. Also interesting (by lack of a different term) is the SEO report. Luckily, you can find them on Facebook and Twitter. That should help.