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France-based, Casino-owned subsidiaries Cdiscount and Franprix are set to collaborate ‘to generate unprecedented synergies across the physical and digital retail spheres’. The combination will see the enhancement of each other’s offer and the services they are able to offer shoppers.

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Over the last 12 months, Lidl has expanded its online presence from four countries to 11, including grocery ecommerce operations in five countries. With the discounter accelerating its online expansion we look in-depth at its presence across Europe and the US.

Lidl’s online presence

Since the beginning of 2019, Lidl has launched grocery ecommerce operations in three countries and a non-grocery range online in Poland. The pace of its online store openings is accelerating in Europe, aligned with its current strategy to offer more digital solutions to shoppers. Lidl uses online non-grocery, as an extension of its physical stores, providing additional ranges to its shoppers.

The map below summarises Lidl’s online presence for its grocery and non-grocery ranges across Europe and the US.


Partnerships for online food delivery

In most markets where it offers online food, Lidl partners with well-established online supermarkets, such as Lola Market in Spain and Boxed in the US, instead of managing the process itself. This is an efficient and safe way to offer a new service to shoppers thanks to very limited investment required.

With online supermarkets managing orders and deliveries, Lidl doesn’t have to change its supply chain or invest in new facilities as products will be picked in store. These partnerships will also provide Lidl with a better understanding of shoppers and potentially improve its ranges and services.

In Italy and Spain, Lidl partnered with companies managing online grocery for other retailers, enabling it to also compete with these retailers, online. In every market where it offers online grocery, Lidl uses the same strategy. It tests the delivery in a limited area, usually a major city, before expanding to other cities. Tests in Belgium and Italy are proving successful and there are plans to expand the services to more cities.  

Future online developments in Europe

Earlier in May 2019, Schwarz Group, Lidl’s parent company, stated that investments and developments in digital will be an area of focus in 2019. Other markets are likely to follow, Lidl France has already mentioned it has plans to expand its ecommerce operations by 2020.

Currently the UK is the only major European market where Lidl doesn’t have any online presence. With all other major retailers offering online solutions, it appears as a country to watch for Lidl’s next non-grocery online store.

On top of these online stores’ developments, Lidl also invests in digital and payment solutions. It currently tests new payment solutions such as SHOP&GO in Paris and self-checkouts in several European cities.

On the digital side, Lidl continues the expansion of its loyalty programme, Lidl Plus, now available in five countries, after being launched in 2018. Following the success of the app in the different markets, we anticipate other countries will launch it by the end of 2019 as part of the discounter’s global strategy to strengthen its relationship with shoppers.

IGD can support all your online needs. For short-term success, we can advise you on how to sell more online. For the longer-term, we can help you prepare for the future and the new opportunities e-commerce brings, such as omnichannel, rapid delivery and social commerce. For more information, get in touch with Milos Ryba, Head of Retail Strategic projects, [email protected].

Keep up-to-date with the latest discount channel developments. Sign up for our channel specific newsletter. For subscribers wanting to know more about Lidl, please have a look at our Strategic Outlook for 2019.


Maxime Delacour

Senior Retail Analyst - Discount

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As Lidl continues its rapid expansion across Europe and the US, it is looking to build stronger relationship with its shoppers. As Lidl invests in its stores and expands the ranges and services it offers, identify your opportunities with the retailer as we explore the latest strategic priorities that will influence its future performance.

E.Leclerc continues the development of its pedestrian Drives in city centres. The retailer only had hypermarkets and supermarkets, meaning it has nearly no presence in cities. Therefore, the pedestrian Drives are a strategic format for growth as it enables it to enter new locations and attract new shoppers.

We recently visited one of the newest stores, in Paris, which opened in March 2019 acting as a small urban warehouse for deliveries and collections.

E.Leclerc Relais, boulevard Saint-Michel, Paris

Source: IGD Research


The store, a collection point only, is located in the centre of Paris in the 6th arrondissement, next to several universities. On top of grocery orders made on E.Leclerc Chez Moi, shoppers can collect purchases from any of the retailer’s other online shops (beauty, books, wine, etc). Grocery orders made before 10am will be available for collection in the afternoon of the same day.

According to the store’s manager, when choosing the location, E.Leclerc aimed at attracting students looking for hypermarket’s prices and offer. But shoppers’ profile is more varied than expected, including families and young professionals. Two members of staff, out of a team of four, welcome shoppers from 9am to 9pm every day.


Source: IGD Research


Orders are prepared in a warehouse in Longes, in the suburbs of Paris. The store also offers home delivery within a radius of 2km. The retailer has invested in bikes as part of its environmental strategy and to make deliveries easier in cities.

E.Leclerc plans 80 openings in Paris, within the next four years, with the goal of having a store every 500m.

The importance of human contact

In the same street, less than 500m away, Intermarché opened its first unstaffed 24/24 pickup point in 2018. The E.Leclerc Relais manager said, in addition to first time online shoppers, it also attracted some from the Intermarché pick up point. One of the reasons mentioned by shoppers is the presence of staff at the collection point. The human contact seems to be reassuring when testing a new way of shopping. It also enables the retailer to be more reactive and offer an immediate solution if there is an issue with an order.

The solution to the last mile?

Making home delivery profitable has been difficult for retailers, with the last mile being one the most challenging point. Most French retailers now have a dedicated collection area in their existing stores located in city centres. It allows them to save on delivery costs with some retailers managing to deliver online orders with the store’s supply.  

But the small storage capacity in existing stores limits the number of orders. The pedestrian Drives offer a bigger storage and act as urban warehouses for ultra-local home deliveries.

The collection points offer advantages for both retailers and shoppers. It gives more flexibility to shoppers thanks to the wider collection time slots. For retailers, bringing pickup points closer to shoppers eases the collection for shoppers. More importantly it is an efficient way to partly reduce the last mile’s costs, at least for small grocery shopping as larger items will still need to be delivered.

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Carrefour has made two changes to its global management team.

New appointments for Spain and Argentina

Carrefour said it had made two new appointments:

Rami Baitieh has been appointed executive director of Carrefour Spain. He has also joined the Group’s executive committee and will report to chief executive Alexandre Bompard. Baitieh takes over from Eric Uzan.

Stéphane Maquaire, meanwhile, has been appointed as Carrefour Argentina’s executive director and will report to Noël Prioux, Carrefour’s executive director for Latin America. Carrefour said Maquaire has previously ‘served as Executive Director of Monoprix, Vivarte and more recently of Manor’ and would ‘be an asset for the group as it implements its transformation plan’.


Franprix has a long-standing presence in major urban areas in France. It is famous for its range of products and services, which have been developed to meet the needs of local shoppers. Its Noé concept has taken this to new heights through its focus on health, organic and local ranges.
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This in-depth guide to France explores the key trends in grocery retail and the growth strategies of the leading retailers in the country.

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