A recent survey of Lidl U.S. shoppers finds they have a better opinion of the German discounter than the retail experts.
The “US Consumers Rethink Grocery” report by Oliver Wyman surveyed shoppers in Lidl markets before and after first shopped Lidl, and found they were “impressed,” particularly with the Arlington, Va.-based retailer’s fresh produce offerings.
Two-thirds of the shoppers surveyed said they think “the freshness and quality of produce and baker is great,” according to the survey. Only 27% said they are “disappointed” with the store and “don’t understand what the hype is about.”
Oliver Wyman surveyed more than 500 consumers in Virginia, North Carolina and South Carolina before Lidl opened. The group then surveyed more than 300 Lidl shoppers, and 2,000 other shoppers from the same states.
Fifty-six percent of Lidl shoppers said they will shop there more frequently in the future, though the survey was clear to say these numbers may not hold once the “novelty” of Lidl wore off.
These favorable opinions contradict reports from analysts concerned about the retailer’s drop off in store traffic, and news reports that it is “dramatically scaling back” Georgia store openings.
The Atlanta Business Chronicle reported the company plans to slow down in Georgia, but Lidl spokeswoman Jessica Haggard refuted, saying the company’s plans remain unchanged, and it is on target to open 100 by the end of summer 2018.