The German supermarket chain Lidl is simplifying its store concept in our country. All 310 Belgian branches must have exactly the same design and layout. Not only should this increase customer recognition, but it should also increase employee efficiency.
While Lidl in Germany has radically opted for a simple, sober, no-frills interior, the supermarket chain has not abandoned the more high-quality look it has opted for in recent years in our country. In its response to Het Laatste Nieuws, the Belgian branch said that it seeks to “simplify” the Lidl branches in our country.
“In each market, Lidl applies its own concept,” explains Isabelle Colbrandt, Lidl spokeswoman in Belgium. “In Germany, the system has been adapted to the German market,” it seems. There, according to the specialist media, the retail chain is opting (again) for the obvious hard discount model, with simple design, clear promotions and more self-checks to attract price-conscious customers.
“This is not a problem for us,” Colbrandt says. However, the chain is working to harmonize the design and layout in all of its 310 Belgian branches. “The aim is for customers to recognize Lidl when they enter. Whether in Lommel or Antwerp. Concretely, when you enter the store, you will encounter the bakery, fruit and vegetable section first.
The process must also lead to greater efficiency among the employees. “Currently, there are many different variants between our branches, which means that there are many different operational tasks for each store. And by moving to a clear one store concept across all stores – also in terms of logistics, transportation, delivery,… – It will also be easier and more efficient for our employees.
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