Picture of “A new Lidl for Amersham” added with a picture of the existing adjacent side of Chiltern Lifestyle Centre
Lidl’s website ”A new Lidl for Amersham – Proposed” shows a different view of the car park with it being ½ car height lower than Chiltern Avenue - Error?
Adjacent buildings are shown as blank white “Logo Blocks” and same height as Lidl shop. This creates as distortion. In reality, your glass building will look like a greenhouse. Your customers will take no notice
Lidl’s customers have serious individual problems in parking their car
“Parking Fees” being charged at the same as Bucks Council. It will be easier to drive down to Adil taking 5/10 minutes parking at no cost
“No Fees” Many will buy a bag of chips and go across to the Chiltern Lifestyle Centre for a swim. This method is already carried out by others parking in The Drive then walking over the bridge to the Centre. Again no cost.
Arriving at the end of criticising Aldi and Lidl pros and cons, it became obvious Aldi’s location is perfect and Lidl’s is not
Visually walking along Chiltern Avenue showed a similarity of buildings which Lidl could match into Amersham
Lidl needs to accept that they are working in a small prosperous town with the opportunity to expand offices and leisure
Housing is vitally important in Amersham as you can see from the selling costs. Around £1million is common
a. The far end of Chiltern Avenue is a block of flats which were converted from a large Office. Notice the balcony’s
b. Convert only the front of the Council Office into the supermarket on the ground and flats above
c. Remove the centre and rear of the block and replace with Retirement Village Offices and Leisure and health facilities
d. Car park under, level or roof is important. Roof garden!
d. King George V Road widen for two car width
Lldl's competition is in the process of building their new supermarket in Old Amersham only 1.4km away
Aldi & Lidl both have competitive similarities with limited discount, low prices and private-label products
Aldi uses minimal, efficient, speed streamed shopping with similarity to Tesco
The map is to show up the crossing of two ancient major roads at Old Amersham
One road runs north/south through the Chiltern Hills and the other is parallel.
A413 starts in Buckingham and joins the A40 near Denham. A404 starts in Maidenhead via Amersham. Both end in London
The map shows the customers from five surrounding villages can arrive in Old Amersham (Tesco/Aldi) in 15+ minutes
Lidl is therefore geographically disadvantage
The arrival of the Metropolitan Steam Railway in 1892 has been changes to this agricultural area by the way of houses
London Transport Fully Electrification Zone 9 in 1991. Chiltern Railway 1996
This railway changed the economic value of the town. The change is seen by the selling cost of the houses.
Many detached North West of the Station variate to above £2millon. Two rows of houses parallel below the track vary £2 to £1.5million (Rightmove)
100 Acres an estate of 91 semi-detached and 22 detached houses, average built 1955. (1914/1979). Average sale prices £710.000 (streetlist.co.uk)
The track map shows two red lines showing under bridges either at end of Amersham rail track
Hyrons Lane is the central bridge (Red line) with a very narrow road and dangerous to many people, children and cars
This traffic is difficult for two cars along King George v Road and excessing car park. The road will have to be widened
Lidl's appearance will be out of keeping to the area, Chiltern Lifestyle Centre and Chiltern Avenue
Barn Hall on the north end of Chiltern Avenue is a 17th century timber-framed barn positioned on a farm track from adjacent Woodside Farm
The Station end of Chiltern Avenue is curved farm boundary to the station and coal yard
The height of the adjacent Chiltern Lifestyle Centre will be visually overpowering the low glass Lidl building
The existing Council Office block's frontage running along Chiltern Avenue is nearly 40 years old and part of Amersham
Does not compete with Waitrose, M & S and Tesco Express but offers difference
Aldi & Lidl both have competitive similarities with limited discount, low prices and private-label products
Use Aldi’s concept using minimal, efficient, speed streamed shopping and “scan and go" Consumers will love this.
Chiltern District Emergency Centre built under the Council Office in 1982 and being used for storage. May still be in action
Create compatible additions to “Lifestyle” across the road. Antique shops and others