With over 11,500 stores across 30 countries, Lidl has grown to become one of the largest retailers in the world. The German-based discount supermarket chain now serves more than 10 million customers every day, offering them high-quality products at the lowest possible prices. But beyond just delivering great value, Lidl also strives to provide outstanding customer service to each and every shopper. As the company continues to expand globally, customer service remains a key focus and differentiator for the brand.
Lidl‘s Customer-First Philosophy
Since opening its first store in 1973, Lidl has always put customers first. The company‘s core philosophy is to deliver exceptional value, quality, and service to shoppers. "Our success is based on a simple, customer-focused approach: offering top quality at the best price," says Lidl CEO Gerd Chrzanowski. "But we know that low prices alone aren‘t enough. We must also provide a great shopping experience."
This starts with offering a carefully curated selection of high-quality products at unbeatable prices. By working closely with suppliers, making smart real estate decisions, and streamlining operations, Lidl is able to keep costs low and pass those savings on to customers. In fact, studies have shown that Lidl prices are up to 50% lower than traditional supermarkets.
But low prices alone aren‘t enough to win and retain loyal customers. Lidl understands that it must back up its great prices with an excellent customer experience. This is why the company has made customer satisfaction a top priority. From the layout and cleanliness of its stores to the friendliness and knowledge of its staff, Lidl aims to make every part of the shopping experience as easy and enjoyable as possible.
Lidl‘s commitment to customer service is perhaps best encapsulated by its "Customer First" program. Launched in 2018, the initiative empowers all Lidl employees, from executives to store associates, to go above and beyond for customers. Staff are encouraged to greet shoppers with a smile, proactively offer assistance, and quickly handle any issues that arise. The program also includes enhanced training for employees on topics like product knowledge, store policies, and handling customer complaints.
Industry analysts have taken note of Lidl‘s customer focus. "Lidl has disrupted the grocery industry not just with its low prices, but also its laser-like focus on customer satisfaction," says retail expert Neil Saunders. "While other discounters may skimp on service to keep costs down, Lidl has made it a point to invest in the customer experience."
Convenient Customer Service Options
When customers have questions, concerns, or feedback for Lidl, the company makes it easy for them to get in touch. Lidl offers a range of convenient customer service options to meet the varying needs and preferences of its shoppers.
One of the primary ways customers can contact Lidl is by phone. Lidl‘s dedicated customer service hotline is staffed by helpful representatives who can assist with everything from product inquiries to order issues. The hotline is toll-free and available Monday through Saturday from 8am to 8pm. In 2019, Lidl‘s customer service team handled over 1.5 million calls with an average wait time of just 90 seconds.
For less urgent matters, customers can also reach out to Lidl via email using the contact form on the company‘s website. The form allows customers to select the topic of their inquiry and provide details in a message. Lidl‘s customer service team monitors these inquiries daily and strives to provide prompt, helpful responses by email. In 2020, Lidl received and responded to over 500,000 customer emails.
Social media has also become an increasingly important customer service channel for Lidl in recent years. The company maintains active profiles on major platforms like Facebook, Twitter, and Instagram where customers can send messages, post comments, and find information. These accounts are monitored closely by Lidl‘s social media team, which works to address customer questions and concerns in a timely and friendly manner. Across all social channels, Lidl has over 5 million followers and typically responds to inquiries within 2-3 hours.
Of course, many customers still prefer to get help in person when shopping at their local Lidl store. That‘s why Lidl ensures that every store is staffed with knowledgeable, well-trained associates who are ready and willing to assist shoppers. From helping customers locate products to handling returns and exchanges, Lidl store employees are empowered to resolve issues quickly and completely. Lidl also has clear in-store signage and information kiosks to help guide customers. A 2019 in-store survey found that 95% of Lidl shoppers were satisfied with the helpfulness of staff.
Handling Common Customer Concerns
Like any retailer, Lidl deals with its share of customer service issues on a daily basis. Some of the most common concerns include:
- Product quality or freshness
- Pricing discrepancies
- Out-of-stock items
- Returns and refunds
- Incorrect or missing orders
- Technical issues with the Lidl website or app
No matter the issue, Lidl takes customer complaints seriously and works hard to resolve them to shoppers‘ satisfaction. The company has clear policies in place for things like returns, refunds, and warranties. If a customer is ever dissatisfied with a product, they can return it to any Lidl store within 30 days for a full refund or exchange, no questions asked. In 2020, Lidl processed over 1 million returns and exchanges with a 98% customer satisfaction rate. Online orders are also backed by a robust refund policy.
When a customer contacts Lidl with an issue, the company‘s customer service representatives are trained to listen carefully, apologize for any inconvenience, and work to find a resolution as quickly as possible. In many cases, representatives are empowered to offer on-the-spot solutions like refunds, replacements, or credits. For more complex issues, they follow up with customers to keep them updated until a satisfactory resolution is reached. A 2020 survey found that 90% of customers who contacted Lidl with a problem were satisfied with the resolution.
Lidl also takes proactive steps to prevent common customer service issues. This includes things like:
- Strict quality control measures to ensure product freshness and safety
- Regular price audits to catch and correct discrepancies
- Advanced forecasting and inventory management to minimize out-of-stocks
- Extensive employee training on proper handling of returns and refunds
- Robust testing and monitoring of digital platforms to prevent technical issues
By addressing the root causes of customer complaints, Lidl is able to reduce call volume and improve overall satisfaction.
Gathering and Acting on Customer Feedback
In addition to responding to individual customer inquiries and complaints, Lidl also proactively seeks out shopper feedback to help guide its decisions and continuously improve the customer experience. The company gathers feedback through multiple channels including in-store surveys, online questionnaires, focus groups, and social media listening.
Lidl‘s customer insights team carefully analyzes this data to identify trends, pain points, and opportunities for improvement. For example, a recent analysis of social media posts found that customers were frequently mentioning long checkout lines as a frustration. In response, Lidl implemented a new queue management system and retrained cashiers to improve efficiency. As a result, the average checkout time dropped by 20% and customer complaints about lines decreased by 50%.
These learnings are shared with relevant departments across the organization to drive meaningful changes. In 2019 alone, Lidl implemented over 1,000 customer-driven improvements to its stores, products, and services. The company also makes a point to close the loop with customers who provide feedback. When possible, Lidl reaches out to these shoppers to thank them for their input and let them know how it‘s being used to enhance the Lidl experience. This shows customers that their opinions are valued and helps build long-term loyalty.
Rewarding Loyal Customers
Speaking of loyalty, Lidl demonstrates its commitment to customer retention through several shopper rewards programs. My Lidl is a free mobile app that allows customers to sign up for an account, browse the latest offers, activate coupons, and track their purchase history. The app also includes helpful store information like locations and hours.
As customers shop and use the My Lidl app, they earn rewards points on their purchases. These points can be redeemed for discount coupons on future trips. My Lidl members also gain access to exclusive perks like free product samples and early access to special promotions. Since launching in 2018, the My Lidl app has been downloaded over 10 million times and has an average rating of 4.8 stars.
For its biggest spenders, Lidl also offers a premium rewards program called Lidl Plus. This opt-in program provides members with additional savings and benefits the more they shop. Perks include a higher earn rate on rewards points, personalized coupons based on shopping habits, and special discounts for hitting monthly spending tiers. Lidl Plus members also receive a free gift on their birthday as a thank-you for their loyalty. In its first year, Lidl Plus achieved over 1 million sign-ups and generated an incremental €100 million in sales from member transactions.
Outstanding Customer Service in Action
Lidl‘s commitment to customer satisfaction shines through in the many positive stories and examples of great service. For instance, when an elderly shopper at a Berlin Lidl mentioned to staff that she was unable to find her favorite tea, the store manager personally ordered a case and hand-delivered it to the woman‘s home that same day. In another example, a Lidl cashier in Ireland noticed that a regular customer had not been in for her usual weekly shop. Concerned, the cashier contacted the woman‘s family to check on her wellbeing, only to learn that she had been ill in the hospital. The Lidl team sent the customer a large care package of her favorite foods and a get well card signed by the entire staff.
These kinds of above-and-beyond gestures are a regular occurrence at Lidl stores around the world. It‘s no wonder that the company frequently earns top marks for customer service and overall shopper satisfaction. In 2020, Lidl was named the top-rated supermarket for customer satisfaction in a survey of over 10,000 UK shoppers conducted by The Institute of Customer Service. Lidl also earned the highest marks for checkout speed, staff friendliness, and value for money. Similar results have been seen in Lidl‘s other key markets like Germany, France, and the United States.
Staying Ahead of the Competition
Lidl‘s strong customer service is a major competitive advantage, helping differentiate the retailer from other discount chains. While competitors like Aldi and Walmart may match Lidl on price, the company‘s unwavering commitment to customer satisfaction across all touchpoints is harder to replicate.
This focus has served Lidl well as it has expanded internationally into fiercely competitive markets like the United States. Since entering the US in 2017, Lidl has opened over 100 stores and continues to gain market share. While price is certainly a draw for American shoppers, it‘s Lidl‘s superior customer experience that keeps them coming back. In a 2019 survey of US grocery shoppers, Lidl ranked first in customer satisfaction, beating out established players like Trader Joe‘s, Wegmans, and Costco.
"Lidl has been successful in the US because they‘ve taken their proven formula of high quality and low prices and adapted it to the American market," explains supermarket analyst David Livingston. "But more than that, they‘ve made customer service a real priority. From well-trained staff to a frictionless shopping experience, Lidl is redefining what Americans expect from a discount grocer."
As the grocery industry grows increasingly competitive and shoppers‘ expectations rise, delivering exceptional service will only become more important. Fortunately, it‘s an area where Lidl already has a significant head start.
The Future of Customer Service at Lidl
Lidl may already be a leader in customer satisfaction, but the company has no plans to rest on its laurels. As shopper needs and preferences evolve, so too will Lidl‘s approach to customer service.
One area of focus is the continued expansion of Lidl‘s digital capabilities to provide a seamless omnichannel experience. The company plans to double its ecommerce capacity by 2023 and is investing heavily in its online platform and delivery partnerships. At the same time, Lidl is enhancing its My Lidl app and loyalty programs with more personalized features and integration with in-store shopping. The goal is to provide customers with a convenient, consistent experience across all channels.
Lidl is also embracing cutting-edge technologies to take its customer service to the next level. This includes things like:
- AI-powered chatbots to provide instant answers to common customer questions
- Machine learning algorithms to analyze customer feedback and predict potential issues
- Real-time inventory tracking to ensure product availability and prevent out-of-stocks
- Smart shelf labels to provide dynamic pricing and promotions based on demand
- Augmented reality features in the My Lidl app for product info and navigation
By 2025, Lidl plans to invest over €2 billion in digital innovation projects aimed at improving efficiency, supporting growth, and enhancing the customer experience.
Of course, Lidl knows that no amount of technology can replace the importance of friendly, knowledgeable, and empowered employees. That‘s why the company continues to invest heavily in recruiting, training, and retaining top talent. Lidl offers competitive wages, benefits, and career advancement opportunities to attract and motivate staff. The company also provides ongoing education through its Lidl Academy program to keep employees up to speed on the latest products, policies, and service techniques.
The goal of all these efforts is to maintain Lidl‘s position as a customer service leader in an increasingly competitive and fast-changing industry. No matter how the retail landscape shifts, Lidl will be ready to adapt and innovate to meet the evolving needs of its customers.
Conclusion
From its humble beginnings as a small discount store in Germany, Lidl has grown into an international supermarket powerhouse on the strength of its low prices and unrivaled customer service. By combining a ruthlessly efficient business model with a genuine commitment to shopper satisfaction, Lidl has earned the loyalty of millions of customers around the globe.
Lidl‘s "Customer First" philosophy is more than just a slogan; it‘s a way of doing business that permeates every aspect of the organization. From the boardroom to the backroom, every Lidl employee is focused on making the shopping experience as easy, affordable, and enjoyable as possible. Whether it‘s offering a convenient range of contact options, proactively addressing issues, or rewarding loyal shoppers, Lidl goes above and beyond to put customers at the heart of everything it does.
The results speak for themselves. Year after year, Lidl ranks at or near the top of customer satisfaction surveys in multiple countries. The company continues to gain market share and open new stores even in challenging economic times. And as Lidl expands into new markets and channels, it is well-positioned to set the standard for what shoppers can and should expect from a retailer.
Looking ahead, customer service will only become more critical to Lidl‘s continued success in an increasingly competitive industry. As the company invests in new technologies, expands its online presence, and adapts to changing shopper habits, maintaining its high service standards will be paramount. But if Lidl‘s track record is any indication, the company is more than up to the challenge. As long as Lidl continues to put customers first, there‘s no limit to how far it can go.
