European discounters continue to evolve | Progresiv
As Casino-owned Leader Price unveils a new store design at two sites near Paris, Lidl Belgium tests online collection lockers in Belgium and Biedronka launches a new layout, we look at how the three retailers are sustaining innovation in the discount channel in Europe. 
LSA has revealed that the Casino-owned discounter is trialling a new store concept that puts the focus on fresh and organic ranges as part of a complete overhaul of the fascia’s design and layout. LSA has said that the design has been incorporated in two stores – in Pontault-Combault, about 20 km from Paris, and Ulis, which is about 23 km from Paris – and points to a completely new direction for the banner.
The new store design, under the concept name ‘Next’, is aimed at updating Leader Price’s image and enable it to better compete with discounters like Aldi Sud and Lidl who have been investing heavily in their store designs. The new Leader Price is said to incorporate learnings from Casino’s proximity banners, like Franprix, to evolve the layout and in terms of some of the offer, such as through the upweighting of organic and the inclusion of an orange juice machine. Despite the investment in the store, LSA noted that the pricing model and messaging had not been changed, with Leader Price maintaining a focus on its low prices.
Lidl has added non-food online collection lockers at three stores in Belgium, in Ekeren, Evere and Hamme, as part of a year long trial of the solution. Shoppers who buy through Lidl.be pay 2.99 euros to have their order delivered to the locker, while delivery will be made within 48 hours. However, to offset some of this cost and to encourage shoppers to buy in-store, each time they collect an order at the collection point they will receive a 20% discount on fruit and vegetables.
Commenting on the initiative, a spokesperson for Lidl, Isabelle Colbrandt, said: “We have worked out this initiative to test the additional service for our clients for a year. This way our customers in Evere, Hamme and Ekeren can get used to this system of collection points and then we will evolve the offer depending on their feedback.”
Biedronka has opened a new, large-scale store, in the Tarasy Zamkowe shopping centre, which has seen it expand its range. The 1,600 sq. m store was opened at the end of September and has evolved the brand’s standard layout and design to enable it to better reflect the shopping environment it is in.
To announce the store’s opening, Biedronka said: “We are trying to make Biedronka's range of stores suitable for the needs of the location and the expectations’ of customers shopping in them. The new store… offers a wide assortment, catering to a variety of culinary and price demands. The offer includes groceries such as fresh fruit and vegetables, a wide selection of freshly baked breads and non-food ranges.”
While discounters are having a huge impact on grocery retailing in Europe, they are also facing challenges, from online, and needing to continue to evolve their offers. In each of the developments retailers are taking steps to maintain their innovative approaches and build further reasons for shoppers to visit their stores. We expect more developments like these in the short term. (www.igd.com)
