GERMANY: How is Lidl changing in Germany | Progresiv

Lidl is communicating a new value-quality equation. In-store communication now differs from that traditionally associated with Lidl,  focusing on quality led values much more than pure price. Choice, quality, freshness and product ingredients are among those aspects being communicated. Lidl is also highlighting the qualities that shoppers should look for in products such as meat, coffee, chocolate, wine and bread.

Lidl has been building its quality attributes steadily for a while, but these latest developments mark a whole new phase. In-store communication is just part of the campaign: it is supported by a dedicated website at www.lidl-lohnt-sich.de and by an advertising campaign, a 90 second advert that focuses exclusively on life values rather than product.

Lidl is using expert endorsed, quality wines to spearhead the change. Wine is becoming a highlight for Lidl in its German stores, and it was prominent here. Signage featured wine expert Richard Bampfield endorsing the wine range and highlighting the Lidl wine index, designed to help shoppers navigate the category.

Indeed the wine range now stretches upward some distance, including a range of high quality French wines selling at up to €30. A significant amount of space was dedicated to the wine range in-store, with attractive merchandising units enhancing the look of both premium and lower cost bottles. This stronger focus on merchandising also carried through to the produce section, which had been given a modest makeover to give it a more authentic greengrocer-style appearance.

Lidl is continuing to innovate in range and promote its private labels. More broadly, there is evidence of continuing innovation in the range, in areas such as pizza and ready meals. Also, there’s huge development from Lidl across Europe in bakery, and the bakery was a highlight in this store. (www.retailanalysis.igd.com)