Lidl achieved another sharp rise in sales last financial year, largely thanks to shop openings in international markets. The discounter is updating its omnichannel and non-food strategy.
Online sales down
Lidl had another excellent year. Sales rose 5.3% or 6.6 billion euros to 132.1 billion in the financial year that ended on 28 February. The retailer’s international operations account for some 80% of its sales, in its German home market the company has taken the 30 billion sales mark, reports Lebensmittel Zeitung.
The international growth is partly due to the opening of hundreds of additional shops, especially in Spain, Italy, the UK and Switzerland. The discounter also plans to accelerate in Belgium, with 80 new shops in the pipeline by the end of 2038. In the US, expansion is proceeding more slowly.
Online, Lidl saw sales decline, but an updated omnichannel strategy should bring relief, with a renewed focus on DIY brand Parkside and sports brand Crivit – for which the retailer is now launching a large-scale campaign in 30 countries. Non-food is no longer a mere in/out promotional item at the discounter, but a regular part of the offer, at fixed prices.
