Discounter Lidl is trialing a new formula in Berlin: Lidl Express. It carries a smaller product range than normal, but is also a pick-up point for online orders.
Expand online offer
Lidl Express is the company’s next step in its multichannel strategy: step by step, it is expanding its online range, like when it announced that it would start selling fresh items online in Berlin from 1 December.
It is therefore no surprise that Lidl chose Berlin as the testing grounds for its Lidl Express trial. The city also houses one of its online order distribution centers, which can easily supply items to the store.
Lidl Express will not be in a new location, but will occupy an older, smaller Lidl in Berlin. The company may possibly transform these older Lidl stores into Lidl Express stores, to increase their efficiency.
