Lidl reorganises its non-food department with “Your Lidl worlds”

Lidl is renewing the display layout for its range of non-food products across all the company’s Italian stores, numbering more than 800 through the “Your Lidl worlds”.

With this new approach, the retailer aims to consolidate its position in a strategic segment.

Six categories for easier, more modern in-store navigation

With the introduction of the non-food themed worlds, the display areas are structured in a targeted way based on customers’ needs, enabling them to find the products they want more quickly, thanks to clear colour-block signage that makes in-store navigation more intuitive.

The beating heart of this space consists of the retailer’s non-food own-label brands (Parkside, Crivit, Silvercrest, Livarno, Lupilu and Esmara), which are now given a prominent “stage”, while also ensuring their constant presence in store.

“As one of the retailers with the highest proportion of non-food in Italy, our aim is to establish ourselves as consumers’ first choice in this segment too, which has always represented a cornerstone of the Lidl shopping experience and a distinctive element in our market. This leading role drives us to innovate continuously in order to offer ever greater immediacy, inspiration and simplicity. It is precisely in this context that the reorganisation of the non-food area in our supermarkets has been introduced, with the aim of welcoming customers into a more orderly, pleasant and appealing environment. This evolution of the space strengthens the recognisability of our brands and confirms us as a reliable destination for everyday needs,” says Gianfranco Marc Brunetti, Chief Customer Officer at Lidl Italia.

Targeted communication and loyalty

The new configuration is supported by a system of visual communication characterised by specific colours for each brand. This approach is designed to make product identification more immediate and recognisable, enabling customers to navigate easily between the different categories. The use of clear signage and dedicated messages also helps to strengthen brand awareness and consumers, highlighting thewide variety and depth of the available range.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.