Supermarkets were the phenomenon of the twentieth century and the online presence of these supermarket chains is the phenomenon of the twenty-first century. Lidl Stiftung & Co. KG, popularised as Lidl is one of such discount supermarket chains that has an impressive online presence because of its website ‘lidl.co.uk’. Lidl has over 10,000 stores across Europe and the United States. Lidl is a German international enterprise but it has expanded beyond Germany.
Lidl in the UK
The first store in the United Kingdom was opened in 1994, and now Lidl has over 800 stores and thirteen regional distribution centers across Great Britain. Products of Lidl include food items, recipes, groceries, wine, beers, and spirits, flowers, pet products, baby products and toys, cleaning products, household goods, and health and beauty products.
Lidl has 5.9 percent of UK market share and is the chief competitor of a similar German discount chain Aldi in several markets, including the United Kingdom. However, unlike Aldi, Lidl doesn’t offer online shopping. But Lidl does maintain an aesthetic website to facilitate its customers. The website ‘lidl.co.uk’ is the principal mean of the online presence of the brand. Besides, the website serves to inform its customers of the latest products, and also it is an effective means of maintaining two-way communication with its consumers. The following are some of the salient features of Lidl’s website.
Website of Lidl
Once you land over its homepage, you will see several helpful features. The first of such helpful features is the ‘store finder & opening hours’ icon which is present at top of the page. If you are not sure of the location of Lidl stores in your city or neighborhoods then you can get the aid of this feature. Simply click on the icon and you will be directed to another page where you can enter your city name and choose a radius (from 10 to 100 km). After entering your city name, click ‘find your store tab’ and all the stores will show up. You can check the address, directions, distance, opening hours, holiday details, and offers of the store with a single click.
If you are using a smartphone then you can also use ‘GPS’ for pinpointing the nearby stores. You can also search for nearby stores by entering your location in the search bar present at the bottom of the homepage.
Secondly, you can sign up for the latest news and offers on the website. A bar is available at bottom of the page where you have to enter your email address only for receiving offer details from the Lidl.
Next, you can also search for products on the website. For searching for products click ‘Our Products’ present at top of the page. Another page will open showing the product sub-categories from where you can narrow down to your desired product. By clicking sub-category you will be directed to a range of related products. Price and in-stock availability are mentioned with every product. You can also zoom in the product by clicking the ‘touch to zoom’ tab. Furthermore, details about wine, recipes, and food offers are also clearly written on the site.
Finally, other useful information like product recalls, and careers (employment opportunities) is also displayed on the website.
Though Lidl doesn’t offer the facility of online buying its website has maintained its competitiveness in the UK market. Do visit its website before shopping physically at the store as an informed customer is more powerful.