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.
Inhaltsverzeichnis (Table of Contents)
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This case study analyzes how Lidl, a major global discounter, can enhance its customer experience by implementing new services and improving its shopping atmosphere in the digital age. It investigates Lidl's current position within the competitive food retail market, particularly in relation to the rise of e-commerce and online grocery delivery services. The study aims to provide recommendations for Lidl to adapt and remain competitive.
- The impact of digitization on the food retail industry and Lidl's competitive landscape.
- Analysis of the key components of customer experience in the context of discount supermarkets.
- Evaluation of Lidl's current shopping atmosphere and service design.
- Recommendations for improving Lidl's customer experience through digital integration and service innovation.
- Assessment of the potential benefits and challenges of adapting to the changing consumer preferences in the digital age.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction of Lidl and description of the research problem: This introductory chapter provides background information on Lidl, tracing its history from its origins in 1930 to its current status as a global leader in the discount supermarket sector. It establishes the research problem by highlighting the competitive pressure faced by Lidl due to the emergence of online grocery delivery services and the increasing adoption of e-commerce. The chapter emphasizes the need for Lidl to adapt its strategies to meet the evolving demands of digitally-savvy consumers and maintain its market share in the face of growing competition from both traditional and online retailers. The core business model of Lidl, built on offering low prices and no-name brands, is challenged by consumers increasingly preferring online ordering of familiar branded products. This sets the stage for the subsequent analysis of how Lidl might enhance its customer experience to overcome this challenge.
2 Analysis of the components of the customer experience model: This chapter delves into the core elements that constitute a positive customer experience within the context of Lidl's operations. It explores two key aspects: shopping atmosphere and service design. The analysis would likely examine the physical layout and design of Lidl stores, the presentation of products, and the overall ambiance to assess their impact on customer perception. Similarly, it would analyze the current service offerings and identify areas for improvement in terms of efficiency, convenience, and customer interaction. This detailed examination would serve as a foundation for developing specific recommendations to enhance the customer experience, directly addressing the challenges laid out in the introduction. The chapter would connect these components to the overall competitive pressure detailed in Chapter 1.
Schlüsselwörter (Keywords)
Lidl, customer experience, digitization, e-commerce, discount supermarket, service design, shopping atmosphere, competitive landscape, online grocery delivery, retail strategy, brand preference.
Lidl Customer Experience Case Study: Frequently Asked Questions
What is the main topic of this case study?
This case study analyzes how Lidl, a major global discounter, can enhance its customer experience by implementing new services and improving its shopping atmosphere in the digital age. It focuses on Lidl's adaptation to the rise of e-commerce and online grocery delivery services to maintain its competitiveness.
What are the key themes explored in the study?
The study explores the impact of digitization on the food retail industry and Lidl's competitive landscape; analyzes key components of customer experience in discount supermarkets; evaluates Lidl's current shopping atmosphere and service design; provides recommendations for improving Lidl's customer experience through digital integration and service innovation; and assesses potential benefits and challenges of adapting to changing consumer preferences in the digital age.
What are the main chapters and their summaries?
Chapter 1: Introduction of Lidl and description of the research problem provides background on Lidl and establishes the research problem: Lidl's need to adapt to online competition and evolving consumer preferences. Chapter 2: Analysis of the components of the customer experience model delves into key elements of customer experience at Lidl, focusing on shopping atmosphere and service design, identifying areas for improvement. The study also includes a conclusion and recommendations chapter.
What are the key components of the customer experience model analyzed?
The study analyzes two key components of the customer experience: shopping atmosphere (physical layout, product presentation, ambiance) and service design (efficiency, convenience, customer interaction).
What are the key challenges facing Lidl?
Lidl faces challenges from the increasing popularity of online grocery delivery services and e-commerce, as well as changing consumer preferences towards online ordering of familiar branded products. Its traditional low-price, no-name brand model is being challenged.
What recommendations does the study offer?
The study offers recommendations for improving Lidl's customer experience through digital integration and service innovation, aiming to help Lidl adapt and remain competitive in the changing retail landscape. Specific recommendations are detailed in the recommendations chapter.
What are the keywords associated with this case study?
Keywords include Lidl, customer experience, digitization, e-commerce, discount supermarket, service design, shopping atmosphere, competitive landscape, online grocery delivery, retail strategy, and brand preference.
What is the overall objective of the study?
The study aims to provide recommendations for Lidl to adapt and remain competitive in the face of growing competition from both traditional and online retailers by enhancing its customer experience.
What kind of data is used in this study?
The provided text is a preview including the table of contents, objectives, key themes, chapter summaries, and keywords. It does not specify the exact data sources used for the analysis within the chapters themselves.
- Citar trabajo
- Nicole Urban (Autor), 2019, How can Lidl create a customer experience by implementation of new services and creation of a new shopping atmosphere in the age of digitalisation?, Múnich, GRIN Verlag, https://www.grin.com/document/593501
