Lidl has launched an online store in Finland. The service is largely health-focused, offering ‘nutritional supplements, superfoods, nuts and vitamins’.
Around 100 products available, Sportyfeel at the heart
The website can be shopped via www.sportyfeel.fi, with Lidl's private label Sportyfeel nutritional supplement range accounting for around half of the 100 products sold on the website.
The range launched in Finland several years ago, with these products having a growing presence in-store. They have also been popularised through sponsorship and social media activity. Sportyfeel sponsored Helsinki’s City Run half marathon in 2018 and its Instagram account has around 20k followers.
According to the retailer, ‘half of all Sportyfeel products are manufactured and packaged in Finland. Other products come from Sweden and Germany, which produces equally high-quality goods’. Sportyfeel products are also stocked in other countries where Lidl is present, including in Sweden.
Lidl also stocks special products under the Sportyfeel Professional brand, with 97% of athletes and fitness center participants in user tests ready to recommend the brand to friends.
Source: IGD Research, shown is Sportyfeel range as seen in Helsinki in October 2018
The new online range is wider than that sold in-store, with some products like protein bars available in larger pack sizes.
The remainder of the range is comprised of other private label and branded products, including Lidl’s Alesto nut range, as well as the Finnish superfood brand Puhdistamo and vitamin products from Optisana.
Click and collect and home delivery available
Home delivery and click and collect is available, with delivery possible within one to three days.
Shoppers can collect products at Smartpost lockers that Lidl has been recently installing across its estate. By year end, Lidl hopes to have 50 of these lockers at 177 of its Finnish stores.
As part of the introductory offer, shoppers can receive free home delivery until the 10th of December. After this, the home delivery charge is €7.90, while delivery to collection points is €4.90.
Testing the sale of seasonal products too
The website is also being used to trial the sale of seasonal products for Christmas. On launch, this includes a limited range of Deluxe premium private label products, such as Iberian hams priced up to €179.
Less expensive products are also available. Some are aimed at Christmas gifting, such as Deluxe branded fondue sets, coffee and cafetière sets and olive oil multipacks.
Platform for experimentation, new products will be added weekly
Commenting on the launch, Lauri Sipponen, Managing Director of Lidl Finland said, ‘Sportyfeel.com is a platform for us to test and experiment with various e-commerce solutions. We will test some of the different products, services and campaigns in the Christmas season and next year. At this stage, this is not a comprehensive online store for food or convenience goods… We will add new products to the online store weekly so you should keep track of the site’.
Time and place relevance for Christmas and January
The launch comes just before Christmas, giving Lidl the opportunity to capitalise on this key trading period. Given the suggestion of new products weekly, Lidl may also be looking to replicate the popularity of its time sensitive promotions that are commonly seen in-store.
Meanwhile, the health-inspired nature of this online store is timely, with upcoming January a time when many consider their healthy lifestyle resolutions for the year ahead.
IGD’s 'Global retail trends 2019' in action: ‘Help me be healthy’
We’ve recently launched our ‘Global retail trends 2019’, with ‘Help me be healthy’ at the heart of these trends. We believe shoppers will be more health conscious and supporting them both to look and feel good will be a major priority for retailers and suppliers. We expect to see more innovation in this area, with Lidl Finland’s new online store demonstrating this trend in action.
IGD Retail Analysis subscribers can read more about our ‘Global retail trends 2019’ in this exclusive insight presentation:
Source: IGD Research
Online grocery market in Finland
Lidl remains one of the smallest but fastest growing grocery retailers in Finland. Elsewhere, S Group and Kesko offer their own online grocery services, with home delivery and click and collect available. However, online grocery remains a very small share of sales here, with other markets in western Europe being more developed.
Keep up to date with news at Lidl and other leading global grocery retailers by signing up to receive IGD’s free Retail Analysis international newsletter