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Lidl starts same-day grocery delivery service in Italy

Part of the success of German discounter Lidl as it has grown its European operations in recent years has been down to its low-cost, no-frills approach – but the company is now trialling same-day grocery delivery that would add a new complexity to its model.

Isolated to its Italian operation for now, Lidl is working with grocery delivery service Supermercato24 to open up its products and proposition to new demographics.

In the UK and Ireland, Lidl’s digital services offering has peaked with novel social media deployments, such as Spotify link-ups and wine chatbots, but this move indicates Lidl’s willingness to consider eCommerce outside its home country.

The partnership with Supermercato24 will allow Italian Lidl customers to shop products via a marketplace model, with consumers requested to choose their preferred nearby store from which to receive orders. 

Over 4,000 products are available online, with around 85% of the assortment own-label goods.

A statement from the two companies suggested the collaboration combines the technology of digital commerce with the human touch in the form of the person charged with picking the client’s grocery order.

“We are very proud to work with a relevant retailer such as Lidl,” explained Federico Sargenti, CEO of Supermercato24.

“It’s the first time that Lidl leverages the innovative grocery marketplace model that is now starting to catch on, and we’re sure this will be a winning factor for the both of us: I think the e-grocery industry is shifting more and more towards collaborations between traditional grocery retailers and tech facilitators like Supermercato24, and we’re glad to lead the way.”

Massimiliano Silvestri, president of Lidl Italy, added: “We’ve decided to leverage this new channel as it allows us to reach new customer targets, while being loyal to our own DNA.

“Through this platform, we’re offering the same quality, convenience and freshness that we always offer in our stores. This is a chance for us to further strengthen our positioning, as well as winning the loyalty of the clients who have been choosing and loving us for years.”

The move comes as The Mail on Sunday reported a potential shake-up in the UK online grocery market. The publication said that Marks & Spencer, which is in the fledgling stages of launching a dedicated eCommerce proposition for its food business, is considering acquiring key distribution centres, and delivery vans from Ocado and building a strategic partnership with the online-only grocer.

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