How can Lidl create a customer experience by implementation of new services and creation of a new shopping atmosphere in the age of digitalisation?

Term Paper , 2019 , 14 Pages , Grade: 1,4

Business economics - Offline Marketing and Online Marketing

There has been a competition between food retailers for years. Due to the implementation of Amazon fresh and the delivery service of Rewe Lidl stands under pressure in the age of digitalisation. The company must therefore adapt to be able to withstand this due to the intensive use of smartphones and other devices by customers. For this reason, it is important that Lidl meets today's requirements for a modern Point of Sale (POS) and makes appropriate changes to create a Customer Experience (CE).

Through the sufficient assortment and the purchase cost benefits Lidl would have optimal conditions to invest in digitisation. But the courage is missing and Lidl is underestimating the threat of Electronic Commerce (E-Commerce). Customers will order articles online of their daily need like flour, butter or pasta of brands which they known and have trust. The core business of discounters is that the consumers have no preferences in brands and can select between no-name products for cheap prices.

If ten percent of the consumers decide to buy online Lidl will get a problem because of the low margin. If the trend with E-Commerce in the food sector will develope fast, the competitors which already had invested money and have efficient processes will take a leading role.

In order to remain competitive in the market in the future, CE is the most important factor.

Table of Contents

List of Figures

List of Abbreviations

1 Introduction of Lidl and description of the research problem
1.1 About Lidl
1.2 Description of the research problem
1.3 Learning objectives

2 Analysis of the components of the customer experience model
2.1 Shopping atmosphere
2.2 Service design

3 Recommendations

4 Conclusion

List of References

• College: Hochschule Ruhr West
• Grade: 1,4
• Author: Nicole Urban (Author)
• Publication Year: 2019
• Pages: 14
• Catalog Number: V593501
• ISBN (eBook): 9783346201140
• ISBN (Book): 9783346201157
• Language: English
• Tags: Customer Experience