{"id":82630,"date":"2023-08-18T11:55:24","date_gmt":"2023-08-18T09:55:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=82630"},"modified":"2023-08-18T11:55:26","modified_gmt":"2023-08-18T09:55:26","slug":"avec-un-concept-de-magasin-austere-lidl-veut-redevenir-un-hard-discount","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/avec-un-concept-de-magasin-austere-lidl-veut-redevenir-un-hard-discount\/","title":{"rendered":"Avec un concept de magasin aust\u00e8re, Lidl veut redevenir un hard discount"},"content":{"rendered":"\n

En Allemagne, le concept de magasin de Lidl<\/strong> fait l’objet d’une refonte : avec un agencement all\u00e9g\u00e9, le d\u00e9taillant se concentre \u00e0 nouveau plus fortement sur les consommateurs soucieux des prix. La productivit\u00e9 dans les magasins doit \u00e9galement \u00eatre am\u00e9lior\u00e9e.<\/p>\n\n\n\n

Deux d\u00e9fis<\/h2>\n\n\n\n

Dans les magasins Lidl r\u00e9cemment transform\u00e9s en Allemagne, la belle pr\u00e9sentation des vins a de nouveau c\u00e9d\u00e9 la place \u00e0 un rayonnage \u00ab normal \u00bb. Le rayon des fruits et l\u00e9gumes est lui aussi plus aust\u00e8re, tout comme celui de la droguerie. Les diff\u00e9rents rayons sont signal\u00e9s par de simples panneaux en noir et blanc. Les promotions sont davantage mises en avant et les caisses automatiques seront plus nombreuses. Cette nouvelle approche est remarquable car, ces derni\u00e8res ann\u00e9es, Lidl a mis l’accent sur une image plus qualitative, avec un assortiment plus large pr\u00e9sent\u00e9 dans des rayons plus agr\u00e9ables.<\/p>\n\n\n\n

En r\u00e9am\u00e9nageant ses magasins, Lidl entend relever deux d\u00e9fis majeurs, rapporte le Lebensmittel Zeitung. Tout d’abord, Lidl constate qu’Aldi enregistre des chiffres de croissance plus \u00e9lev\u00e9s, notamment avec sa division Aldi S\u00fcd. Le challenger souhaite donc attirer les clients sensibles au prix avec une image de discount plus prononc\u00e9e<\/a>. Ces derniers n’ont pas besoin de fioritures, ils appr\u00e9cient une image de magasin \u00e9pur\u00e9e et un assortiment limit\u00e9. Ces derni\u00e8res ann\u00e9es, Lidl a commenc\u00e9 \u00e0 s’inspirer davantage des grandes cha\u00eenes de supermarch\u00e9s telles qu’Edeka<\/strong>, mais aujourd’hui, Aldi est redevenu le grand rival.<\/p>\n\n\n\n

Deuxi\u00e8mement, l’am\u00e9lioration de l’am\u00e9nagement a \u00e9galement entra\u00een\u00e9 une augmentation des co\u00fbts dans les magasins. Les employ\u00e9s se sont plaints que certains meubles – par exemple dans le rayon des fruits et l\u00e9gumes – impliquaient un surcro\u00eet de travail lors du r\u00e9approvisionnement. Le virage que Lidl est en train de prendre a \u00e9t\u00e9 initi\u00e9 par le dirigeant allemand Christian H\u00e4rtnagel, qui avait d\u00e9j\u00e0 proc\u00e9d\u00e9 \u00e0 un exercice d’efficacit\u00e9 similaire en tant que patron du discounter au Royaume-Uni.<\/p>\n","protected":false},"excerpt":{"rendered":"

En Allemagne, le concept de magasin de Lidl fait l’objet d’une refonte : avec un agencement all\u00e9g\u00e9, le d\u00e9taillant se concentre \u00e0 nouveau plus fortement sur les consommateurs soucieux des prix. La productivit\u00e9 dans les magasins doit \u00e9galement \u00eatre am\u00e9lior\u00e9e. <\/p>\n","protected":false},"author":3,"featured_media":35633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[204],"topic":[340],"region":[470],"class_list":["post-82630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-lidl","topic-concept-de-magasin","region-allemagne"],"acf":[],"yoast_head":"\nAvec un concept de magasin aust\u00e8re, Lidl veut redevenir un hard discount - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Avec un agencement all\u00e9g\u00e9, Lidl se concentre \u00e0 nouveau plus fortement sur les consommateurs soucieux des prix.\" \/>\n<meta name=\"robots\" content=\"index, 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