Discount Retail Chain Lidl Germany recently introduced the new non-food product worlds.
Lidl in Germany has always tested new concepts around the Neckarsulm, their home town, and more specifically in Kupferzell.
There are now 6 product category worlds visible:
Parkside/DIY
Children's World
Sports/Lifestyle
Fashion
Kitchen/Household
Living/Furnishing
Each product world begins at the end of the aisle at one side with the depicted product worlds and then continues. At the end of the aisle baskets are topped up with a minimum of 2 shelves, in the Christmas tree principle including signage and branding.
In total, there are 64 moveable shelf and basket spots, with the size of an europallet, in the test store in Kupferzell just for non-food. The well known routing logic with the starting point in front of the dairy chiller with the most recent advertised in&out products, followed by the in&out assortment promos towards the cash register.
As in category management, the new structure is aimed at customer needs and target groups. That fits well so far. The continuous superstructure with shelves allows for more items on the floor. The goods dividers ensure clarity.
At the moment the branding of the new product worlds is not clear and present in the Lidl test stores with the exception for the Lidl Parkside brand.
Now let's see when the new concept will be rolled out.
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