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QuickShop Results: Lidl's First U.S. Stores

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Complete results from Field Agent's QuickShop of Lidl's Grand Opening, including Audits of ALL 10 U.S. Stores. Field Agent collected more than 150 photos across all 10 of Lidl's new U.S. stores.

Published in: Retail
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QuickShop Results: Lidl's First U.S. Stores

  1. 1. Field Date/Time: 6/15/17, 8:00 a.m. - 8:00 p.m. LIDL’S FIRST U.S. STORES QUICKSHOP RESULTS
  2. 2. Female - 70% Male - 30% 18-24 - 11% 25-34 - 44% 35-44 - 25% 45-54 - 17% 55-64 - 3% (N = 36) Agent Demos: less than $25,000 a year 19% between $25,000 - $35,000 6% between $35,000 - $45,000 19% between $45,000 - $55,000 8% between $55,000 - $65,000 6% between $65,000 - $75,000 25% between $75,000 - $85,000 6% between $85,000 - $95,000 6% more than $95,000 a year 6% What is your household’s annual income? Do you have convenient access to the Lidl you visited today? Walmart 47% Food Lion 19% Aldi 8% Trader Joe’s 6% Kroger 6% Other (specify) 14% Yes - 72% No - 23% Currently, who is your PRIMARY retailer for purchasing GROCERIES?
  3. 3. Where 10 is extremely appealing and 0 not at all appealing, rate the following features of the Lidl you just visited. Produce Store environment Price/value Checkout Deli Produce section Didn't notice changes Shopping experience Brand assortment Store overall 8.4 7.4 7.98.0 8.48.4 8.58.68.68.7 (N = 36)3
  4. 4. Where 1 is best, rank the following retailers by how APPEALING they are to you in terms of shopping for and buying GROCERIES. 4 (N = 36) Lidl Kroger Walmart Aldi Target 5 4 3 2 1 42% 22% 17% 11% 8%
  5. 5. On the following dimensions, which is BETTER: Lidl or Walmart? 5 (N = 36) 19% 11% 25% 50% 81% 89% 75% 50% Lidl is better Walmart is better Product selection/ brand assortment Prices/Value Shopping experience Navigation/store organization
  6. 6. 6 9%12% 39% 15% 91%88% 61% 85% Lidl is better Aldi is better Product selection/ brand assortment Prices/Value Shopping experience Navigation/store organization On the following dimensions, which is BETTER: Lidl or Aldi? (N = 36)
  7. 7. How appealing did you find the STORE BRAND LABELS and MERCHANDISE offered by Lidl? 0.0% 2.8% 25.0% 36.1%36.1% Agent Photos Extremely appealing This question was posed only to agents who said they noticed changes when asked the previous question. 7 Very appealing Moderately appealing Not very appealing Not at all appealing (N = 36)
  8. 8. If forced to choose between the Lidl store brand you purchased today and the brand(s) you normally purchase (for that product category), which would you choose? Agent Photo All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2. 8 (N = 36) 14% 86% I would purchase the Lidl store brand I purchased today I would purchase the brand(s) I normally purchase
  9. 9. Provide a 3-5 sentence product review of the item you purchased today. All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2. 9 (N = 36) “The chocolate is really beautifully crafted and so delicious! I don't like the packaging as it's really hard to open and nearly impossible to re-seal. I've never seen anything like this in other stores, but in comparing the chocolate quality, this is far better than anything I've tried before.” “This soap is compatible to Dr. Bonner's "Sal Suds" but much cheaper. Nice scent, lots of bubbles too. I will purchase it again!” “It is a delicious peanut butter. It is creamy just as the package suggests. It is better than most brands I have tried. My only dislike is that JIF is slightly better.”
  10. 10. Provide a 3-5 sentence product review of the item you purchased today. All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2. 10 (N = 36) “Seems very soft and high quality. Very comparable to the national brand but much less expensive. It is packaged very attractively and very clear as to the number of rolls I'm getting.” “This pizza looks exactly like California Pizza Kitchen barbecue pizza that I normally buy. I haven't tasted it yet, however, the pizza looks like it has quality ingredients and I look forward to having it for dinner. The price was excellentI...love saving money.” “I bought the store brand chicken breast. I don't totally love it but it does have some good taste. I think it tastes a little drier than I like my lunchmeat. I do like that there is not fat on the chicken.”
  11. 11. Provide a 3-5 sentence product review of the item you purchased today. All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2. 11 (N = 36) “I line this granola because the chunks of granola are small and not too crunchy. I don't really like the sweetness level. I would like to taste more sweetness. This granola is different because the pieces are much smaller and softer and less sweet.” “This frozen beef and broccoli meal was very good. The taste was great, the heating instructions were clear, and the price was good for the amount of food. I liked it better than other frozen meals I have tried.” “I've opened the Lidl store brand comparable to Bounty paper towels and, for a giant roll 6 pack at $5.49, it's a great deal. The paper towel does seem durable and premium, not a thin knock-off. For the price it's a great deal and sets my expectations high for other Lidl branded items.”
  12. 12. How likely are you to shop for NON-GROCERY merchandise (e.g., clothes, appliances, equipment) at Lidl in the future? 12.0% 4.0% 28.0% 24.0% 32.0% Agent Photo Completely likely Among those who have convenient access to the Lidl store they visited. 12 Very likely Moderately likely Not at all likely Not very likely (n = 26)
  13. 13. How likely are you to shop at Lidl again in the future? 0.0% 3.9% 11.5% 19.2% 65.4% Agent Photo Completely likely Among those who have convenient access to the Lidl store they visited 13 Very likely Moderately likely Not at all likely Not very likely (n = 26)
  14. 14. Which BEST describes the role Lidl will play in your future GROCERY shopping plans? Agent Photo Among those who have convenient access to the Lidl store they visited 14 (n = 26) 4% 15% 38% 38% 4% Lidl will become my EXCLUSIVE retailer for purchasing groceries Lidle will become my PRIMARY (but not exclusive) retailer for purchasing groceries Lidl will become ONE of a few/several retailers I use to REGULARLY purchase groceries Lidl will become a retailer I use to purchase groceries only OCCASIONALLY I will NOT purchase groceries from Lidl
  15. 15. How would you describe the new Lidl stores? 15 (N = 36)
  16. 16. In your own words, tell us EXACTLY WHY you plan to make Lidl your exclusive or primary retailer for groceries. 16 (N = 36) “Because the prices and quality are great!” “Lidl's makes me feel like cooking! I saw some amazing ingredients today and look forward to seeing what's all in there. Since the prices are affordable, I will be able to try some new recipes.” “The shopping experience at Lidl today was unlike any other grocery retailer. Even though they used private brands, the selection was awesome. The customer service was simply excellent. The staff were going above and beyond to accommodate customers. It was a busy opening day, but traffic was being directed to parking spaces, which was great. The staff gave away grocery bags, a very nice touch. The check out time was very quick and easy. I will definitely come back to this store often.” “I think that Lidl has a large variety or green and organic items to chose from, and they have a large selection of Gluten free item as well.”
  17. 17. In your own words, tell us EXACTLY WHY you don't intend to shop at Lidl more than you do? 17 (N = 36) “They don't have all the products I normally buy.” “Well Lidl has more off brands. Other stores don’t." “It's not the wow experience I would have imagined being from overseas. lots of typical items are carried that I can get for better prices and more conveniently than shopping at Lidl. Plus the design of the store was poor, especially at the checkout. Hot sun was bearing down on both shoppers and workers making it unpleasant.” “Lidl is the place I know i can get certain items cheaper but I can't find everything cheaper so Kroger would be my fall back store.” “There are some name brands that I really like and don't want to do without that I buy very often.” “The number of items carried in the store, Kroger and Walmart has more items to choose from.”
  18. 18. Retail Audits and Shopper Insights Put You Where the Action Is It has never been easier for brands, retailers, and agencies to see inside stores, to be with their products and customers practically anywhere. Mobile audits and research are faster, simpler, and more affordable than conventional auditing and research methods. Be with your products and customers. Anywhere. Anytime. LEARN MORE @fieldagentinc | blog.fieldagent.net

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