‘Middle of Lidl’ makes a move
Lidl is to change the day that non-food products sold within its middle aisle go on sale to customers.
From 4 September, the temporary product ranges will now go on sale on a Sunday, instead of a Monday, which has historically been the case.
Lidl expects the seemingly minor change of bringing the sale of products forward by one day to have a big impact for customers, bringing the supermarket in line with current shopping habits and helping to ensure greater product availability.
The decision was made following YouGov market research of 2,000 consumers commissioned by Lidl UK, which showed a clear trend for non-food purchases being made on a Sunday.
Matthew Nobbs, Lidl UK purchasing director, commented: “Our non-food products, which range from fashion to DIY, are a key area of the business and the ‘middle of Lidl’ has historically been extremely popular with shoppers.
“We always have our customer front of mind and, in light of this research, it was clear to us that our loyal Lidl shoppers wanted to see the products in store on a Sunday instead of Monday, so it really was a no-brainer for us to make the move.
“This change will ultimately mean that more customers have the opportunity to purchase the products that they love before they fly off the shelves.”
Products going on sale during the first week of the changeover will include electric gardening equipment such as a chain saw and hedge trimmer, both under £60.
According to figures from Kantar Worldpanel, Lidl’s share of the grocery market reached a record 4.5% in July
