Lidl: recent European initiatives

Date : 09 March 2017

We bring you a round-up of the latest new initiatives across some of Lidl's European markets that demonstrate ways in which the discounter is evolving.

Germany: Lidl accepts contactless Girocard payments

Since February 2017, Lidl now accepts contactless payments via the widely-used Girocard method in all of its German stores. By using NFC-capable (Near Field Communication) methose, Lidl shows how it is keeping up-to-date with modern payment technologies. This extends to accepting NFC-capable smartphones.

UK: exporting to Europe

Lidl's strategy to export more British products to mainland Europe is a smart way to take advantage of the weaker pound. Lidl has exported at least £300m worth of British goods to stores in Europe. These products include cheese from the West Country, chutney and Scotch whisky. While Lidl brings a lot of its products from the continent, the discounter claims that 70% of its meat and vegetables come from the UK. To read our ShopperVista article on 'playing the British card', click here.

Sweden: Lidl wins green commercial building award

Lidl Sweden has won an international award for its environmentally friendly store in Växjö, Kronoberg County. The modern store boasts a large glass front, high ceilings with wooden beams, and eco solutions that make it an industry-leading store. Examples of these include solar roof panels that generate 30% of the store's energy and free charging stations for customers with electrics cars and bicycles. Find out more about this store here.

Portugal: linking online and offline with new game

Lidl Portugal has launched a new virtual family game where children are able to create their own retail business. Named 'My Lidl Shop', it is a free app available on Apple or Android, with plans for it to be rolled out after its trial in Portugal. The game has three phases, with the objective to use resources and grow customer satisfaction to take the retailer from a local market to a large supermarket. This is a smart way to engage young kids with the Lidl brand and get them interested in the world of retail.


Priya Chandarana is a Retail Analyst at IGD, specialising in research on the growing discount channel. To learn more about how IGD's research can benefit your business further, please get in touch - [email protected]

Twitter: @Priya_Retail