Brendan Proctor: More than a ‘Lidl’ Different

Retail Dive: “We offer the experience of grocery retooled, rethought and refreshed,” says Lidl U.S. CEO Brendan Proctor. Among the differences: “Packaged goods will be placed on shelves in their cartons, eliminating the work that would go into unpacking. Produce displays will not be precariously stacked, making all the fruits and vegetables equally accessible to shoppers. And shoppers will bring their own bags and bag their own groceries, eliminating the cost of paper or plastic bags as well as employees’ time and effort in bagging.”

“Aside from the food items, Lidl plans to differentiate itself through its specials on non-food items … These specials could be anything from yoga pants to lawnmowers to leather jackets.” Also: “The retailer plans to streamline the grocery shopping experience and pare down customer choices. Proctor said that the product selection will be curated so that shoppers will not be overwhelmed with too many choices for staples like ketchup. Instead of multiple varieties of the same product, shelf space will be devoted to different kinds of items.”

“Lidl’s strong global presence makes imports of premium Belgian chocolates and Italian cookies to the U.S. much easier and more affordable. Lidl’s Preferred Selection brand features the flag of the item’s country of origin on the label ,,, For the time being, Proctor said the supermarket chain will concentrate on locations on the East Coast … Lidl will also concentrate on brick-and-mortar stores for shopping. There are no plans to work on e-commerce models, at least for now. People still prefer going to the grocery store over ordering online, he said.”

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