1. 1) Customer oriented: personalisation
- Personal lists + suggested lists (ex: family of 4, divorced parent with/without the kids)
- Personal notifications if promotions on regular products for ex.
- Reductions only on the app + for first purchases
- Possibility to return clothes within 2 weeks
- 4 possibilities of payment (debit card, credit card, Mister Cash and offline)
- Possibility to learn information about a product by pressing on it a bit longer (app) or right click (website):
origin, sustainability, quality, complementary products, recipes
- Suggestions of recipes (adapted to products of the week and seasonal vegetables)
- Possibility to rank the products from 1 to 5 stars
- Possibility to ask for another brand
- After a purchase, information on other products that people also bought with it and suggestions
of complementary products
è To increase loyalty and trust
2) Strong network
- Possibility to earn reductions if the customers recommend it to friends
- Possibility to earn reductions if making deliveries for a neighbour
(Deliveries can also be made by delivery companies such as Proxy Services)
- System of products ranked by stars and recipes (suggested by Lidl or other customers)
- Suggestions according to what friends on the network have bought
è To increase loyalty and solidarity
3) Own-Brand products
- More information on the origin of the product (especially when suppliers are Belgian) and
whether it is ecological or sustainable
- Quality directly seen in the number of stars given by customers
- Connects local industry and supermarkets
è To increase loyalty and perception of the brand
OUR STRATEGY à THREE PILLARS
1) App & website: 50-100.000€
2) Hiring
- 1 assistant manager (32h)
+1 employee (32h)
à 1120€/week and per store
- More employees hired in a couple of
months
- Marketers
3) Additional costs
- Contracts with delivery companies
- Storage costs
- Communication costs
FINANCIAL PLAN
1) Advertising
- Social Networks
- Posters on walls and ads in catalogues
- Radio spots
- Promotional e-mails
2) Training of employees
3) After 2 weeks: launching of the
website and app at the same time
è One-year expectations:
- ↑ 1.5% market share
- ↑ 6% turnover
IMPLEMENTATION PLAN
LIDL: FACING CHALLENGES TO ENTER E-MARKET