Lidl will start trialing click and collect on fresh and frozen grocery in Berlin from December, following a trial by Kaufland. Lidl acquired Kochzauber, a local grocery delivery company in Germany in 2015. Kochzauber delivers boxes of ingredients for meal solution, with prices starting from EUR 39 per box. The move was seen as a precursor to allow Lidl to expand its online offer further which began with non-food in 2009 and has since evolved to include wine and ambient grocery lines.
The discounter has also launched a non-food online offer in Belgium and Netherlands and has earmarked the Czech Republic as its next market. Overall, Schwarz Group is investing “a three digit million figure” to strengthen its online business and that this was part of a wider global digital strategy.
The evolution of its online offer and the trial of click and collect is increasingly being seen as a reaction to Amazon in the market, especially considering the imminent launch of Amazon Fresh. Indeed after the Launch of Amazon Prime Pantry in Germany, Lidl launched its own Vorratsbox (storage box). The Amazon service allows shoppers to fill a set sized box of 20 kilograms with a variety of household products for a flat shipping fee of EUR4.99. Pantry boxes will be delivered to Prime members in Germany within 2-3 days. Lidl’s version allows shoppers to create their own box from its own range of food and health and beauty products. Products are discounted and shipping is also fulfilled in 2-3 days.
Source: manager magazin