Lidl simplifies its stores in Belgium

German supermarket chain Lidl wants to simplify its store concept in Belgium. All Belgian stores should have the same floor plan .This should increase recognisability for customers, but also efficiency for staff.

In Germany, Lidl is reverting to its discount roots under pressure from major competitor Aldi: the shops are becoming more sober and will have a smaller assortment. ‘In Belgium, such a turnaround is not on the cards’,  says spokesperson Isabelle Colbrandt,  although it is planned that all 310 Belgian shops will have the same interior and floor plan. This should improve recognisability for customers, but also improve efficiency for staff. That way, it should also make it possible to save costs. “The aim is for customers to recognise a Lidl when they step inside. Specifically, you will encounter the bakery, fruit and vegetable department first when you enter the shop,” said Isabelle Colbrandt. ” “At the moment, there are lots of different variants between our stores, so there are lots of different operational tasks per store. By going to one clear store concept across all stores – also in terms of logistics, transport, deliveries, etc. – it will also be simpler and more efficient for our staff.”

On the one hand Lidl has proven to be a fierce competitor to Delhaize and Colruyt, eating market share, whilst at the same time, being in troubled water with cumulative annual operational losses.  The focus on chilled and fresh, a strategy of the last few years, will be scaled back again.

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