Lidl investing in data analysis | Progresiv
Lidl is building a new data hub which enables the discounter to analyse robust data. It is investing in the software as well as human resources. 
Lidl will upgrade its warehouse data and install new IT tools with the aim to create better market and shopper insight, gain competitive advantage and have support by taking strategic decisions. According to Lebensmittelzeitung, Lidl should invest a double digit million Euro sum in this project. Basket analysis based on receipts, in combination with external data, such as weather information should help the discounter by the assortment optimization, prices, customer communication and promotions.
The goal is to generate added value for the company, Lidl said. To achieve this, Lidl will implement an integrated business intelligence system, which according to the German media could be an expanded Teradata data warehouse structure DWH 4.0 in combination with SAP and Business Warehouse module.
By migrating to the new Hana platform will be Lidl able to evaluate mass data from the SAP ERP system. In addition to that there will be other business intelligence tools and big data tools from MicroStrategy, SAS, Ab Initio and Hadoop, the last of which supports processing of data from social networks.
As Lidl has proved with its new store concept, the discounter is becoming much more shopper centric. Investment in the data analytics will help it to better understand and engage with shoppers while differentiating its service from competitors. Its data hub will give Lidl the option to target different shopper segments, tailor its offer to them or even launch a loyalty scheme if it decides to do so in the future.(www.igd.com)
