Lidl Digital

Name of the product or service

Lidl Commerce Platform

Votes: 245

Product or service description

We are a digital unit within the Schwarz Group that provides end customer solutions and platforms for all European countries in which Lidl is represented. Our Commerce Platform connects numerous backend services and enterprise resource planning systems and presents them in a clear and simple form for the customer. A completely self-developed content management system enables Lidl countries to integrate country-specific marketing content and brand information. This gives customers in all European countries access to the product range and assortment via the digital touchpoints App & Web.

The platform is designed and developed by agile product teams that work very closely with customers and their needs. User feedback is constantly obtained as part of the UX concept and features are evaluated for suitability and performance using usability and A/B tests. In terms of accessibility, the platform already scores very well and is also easy to use for people with disabilities. Further enhancements are currently being worked on in order to be ready for the requirements of the European Accessibility Act 2025.

The key aspect of the Commerce Platform is that it functions as an omnichannel solution in countries where Lidl has an Online shop and is also used in countries with exclusively stationary businesses. This enables the platform to technically switch on additional Online shop countries quickly. The processes in the background are automated to such an extent that as little manual work as possible is required in the countries.

From the customer's point of view, the content displayed is personalized in many areas of the platform so that customers are shown the information and offers that are relevant to them depending on their region, user behavior and preferences. Functions of the "Lidl Plus" loyalty program and the customer account with single sign-on are available and are being continuously expanded to enable even greater personalization, regardless of cookies.

Distinction from the competition

We offer customers the experience and basic values they are used to from discount stores on digital channels too

  • Reliable and well-organized, easily accessible product range
  • Very simple selection and purchasing process
  • We can offer customers stationary non-food promotions 1-2 weeks before they are available in the branches
  • Permanent non-food range as a digital shelf extension for goods that are only available in the shop for a limited period of time
  • Cost advantages in platform and logistics are passed on in terms of a good value-for-money ratio

We offer a personalized shopping experience connecting all touchpoints

  • Personalized product recommendations
  • Incentives & coupon codes
  • Lidl Plus Coupons
  • Regionalized store offers based on localization
Product or service innovations

One Customer Experience – new user navigation

Based on extensive customer feedback, testings and studies, the new user navigation system has been rolled out across all Online shop countries. As a result, we prioritise a clean design for clear orientation, focussing on mobile first. This laid the foundation for the expansion of the omnichannel experience with more and more. In addition, the Lidl Plus loyalty program was made accessible on web. More and more customer features like one-click checkout, product bundles and the extended automation of customer complaints went live.

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