{"id":239227,"date":"2025-08-10T17:51:00","date_gmt":"2025-08-10T17:51:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=239227"},"modified":"2025-08-10T17:51:00","modified_gmt":"2025-08-10T17:51:00","slug":"cum-au-ajuns-carucioarele-de-la-lidl-sa-ascunda-unul-dintre-cele-mai-mari-secrete-ale-retailerului-sunt-unul-dintre-motivele-pentru-care-clientii-acestui-magazin-cumpara-mai-mult","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=239227","title":{"rendered":"Cum au ajuns c\u0103rucioarele de la Lidl s\u0103 ascund\u0103 unul dintre cele mai mari secrete ale retailerului? Sunt unul dintre motivele pentru care clien\u0163ii acestui magazin cump\u0103r\u0103 mai mult"},"content":{"rendered":"<p>\n&nbsp;<\/p>\n<p>\nPovestea Lidl \u00eencepe \u00een 1930, c\u00e2nd Josef Schwarz devine partener \u00eentr-o afacere german\u0103 de comer\u0163 cu ridicata de fructe exotice, numit\u0103 <em>S\u00fcdfr\u00fcchte Gro\u00dfhandlung Lidl &#038; Co.<\/em>. Afacerea exista \u00eenc\u0103 din 1858, dar odat\u0103 cu intrarea lui Schwarz este rebotezat\u0103<strong> <\/strong>Lidl &#038; Schwarz KG, orient\u00e2ndu-se treptat spre distribu\u0163ia de produse alimentare.&nbsp;Al Doilea R\u0103zboi Mondial distruge sediile companiei, iar reconstruc\u0163ia dureaz\u0103 aproape un deceniu. Dar \u00eenc\u0103p\u0103\u0163\u00e2narea de a continua va fi o tr\u0103s\u0103tur\u0103 definitorie pentru ceea ce urmeaz\u0103 s\u0103 devin\u0103 Lidl.<\/p>\n<p>\n\u00cen 1968, Dieter Schwarz, fiul fondatorului, deschide primul magazin sub brandul <em>Handelshof<\/em>, precursorul actualului Kaufland. Cinci ani mai t\u00e2rziu, \u00een 1973, inspirat de succesul Aldi, decide s\u0103 testeze un nou format: magazin de tip discounter.&nbsp;Pentru a evita conota\u0163ia negativ\u0103 a numelui <em>Schwarzmarkt<\/em> (\u201epia\u0163\u0103 neagr\u0103\u201d), cump\u0103r\u0103 pentru 1.000 de m\u0103rci germane dreptul de a folosi numele <strong>Lidl<\/strong> de la un fost profesor pensionar, Ludwig Lidl. A\u015fa se na\u015fte primul Lidl din Ludwigshafen.<\/p>\n<h3>\n<strong>Strategia care a schimbat jocul<\/strong><\/h3>\n<p>\nDe la \u00eenceput, Lidl adopt\u0103 o strategie de pre\u0163 redus combinat\u0103 cu eficien\u0163\u0103 opera\u0163ional\u0103 maxim\u0103: gam\u0103 restr\u00e2ns\u0103 de produse (aprox. 1.500\u20132.000 SKU fa\u0163\u0103 de 30.000+ \u00eentr-un hipermarket) pentru a reduce costurile logistice; m\u0103rcile proprii devin fundamentul ofertei, aduc\u00e2nd marje mai bune \u015fi control total asupra calit\u0103\u0163ii<strong>; <\/strong>formate standardizate de magazine, cu layout aproape identic, pentru optimizarea fluxului de clien\u0163i \u015fi a costurilor de amenajare<strong>; <\/strong>achizi\u0163ii centralizate \u015fi putere de negociere agresiv\u0103 cu furnizorii, ceea ce permite men\u0163inerea pre\u0163urilor sc\u0103zute.<\/p>\n<p>\n\u00cen 1977, Lidl avea deja 33 de magazine \u00een Germania. \u00cen acela\u015fi an, Dieter Schwarz \u00eemparte afacerea familiei \u00een dou\u0103 divizii: Lidl (magazine discounter) \u015fi<strong> Kaufland <\/strong>(hipermarketuri).<\/p>\n<p>\nLa finalul anilor \u201980, \u00eencepe aventura interna\u0163ional\u0103:<\/p>\n<ul>\n<li>\n<p>\n1988: Fran\u0163a<\/p>\n<\/li>\n<li>\n<p>\n1994: Marea Britanie<\/p>\n<\/li>\n<li>\n<p>\nUrmeaz\u0103 Spania, Italia, Belgia \u015fi treptat Europa Central\u0103 \u015fi de Est dup\u0103 c\u0103derea Cortinei de Fier.<\/p>\n<\/li>\n<\/ul>\n<h3>\n<strong>Succesul pe pie\u0163ele externe<\/strong><\/h3>\n<p>\nIntrarea Lidl \u00eentr-o \u0163ar\u0103 urmeaz\u0103 mereu acela\u015fi scenariu:<\/p>\n<ol>\n<li>\n<p>\nPre\u0163uri agresiv de mici la produsele de baz\u0103.<\/p>\n<\/li>\n<li>\n<p>\nMagazine \u00een zone accesibile, adesea mai mici dec\u00e2t supermarketurile tradi\u0163ionale, dar cu flux rapid de cump\u0103r\u0103tori.<\/p>\n<\/li>\n<li>\n<p>\nCampanii de marketing minimale, miz\u00e2nd pe reputa\u0163ia \u201ecel mai mic pre\u0163\u201d \u015fi pe eficien\u0163a vorbelor care circul\u0103 de la client la client.<\/p>\n<\/li>\n<li>\n<p>\nTestarea \u015fi adaptarea gamei la preferin\u0163ele locale (ex.: produse rom\u00e2ne\u015fti \u00een Lidl Rom\u00e2nia).<\/p>\n<\/li>\n<\/ol>\n<p>\nIar dac\u0103 \u00een primii ani, magazinele Lidl aveau un aer auster \u2014 rafturi simple, f\u0103r\u0103 decora\u0163iuni, produse expuse direct din cutiile de carton. \u00cen timp, strategia s-a rafinat:<\/p>\n<ul>\n<li>\n<p>\nAu fost ad\u0103ugate sec\u0163iuni de panifica\u0163ie cu p\u00e2ine cald\u0103, produse proaspete de patiserie \u015fi mirosul inconfundabil care atrage clien\u0163i.<\/p>\n<\/li>\n<li>\n<p>\nA ap\u0103rut \u201eAisle of Middle\u201d (<em>raionul surpriz\u0103<\/em>) cu produse non-alimentare, promo\u0163ii s\u0103pt\u0103m\u00e2nale \u015fi articole inedite, devenit un fenomen cultural \u00een multe \u0163\u0103ri.<\/p>\n<\/li>\n<li>\n<p>\nCalitatea m\u0103rcilor proprii a fost \u00eembun\u0103t\u0103\u0163it\u0103 pentru a concura direct cu brandurile consacrate.<\/p>\n<\/li>\n<\/ul>\n<p>\nAst\u0103zi, Lidl are peste 12.600 de magazine \u00een 31 de \u0163\u0103ri \u015fi peste 230 de centre logistice. Face parte din Schwarz Group, cel mai mare retailer din Europa ca cifr\u0103 de afaceri, cu peste 175 de miliarde \u20ac \u00een 2024.<\/p>\n<p>\nStrategia sa r\u0103m\u00e2ne aceea\u015fi: pre\u0163 mic, gam\u0103 controlat\u0103, eficien\u0163\u0103 maxim\u0103, dar cu o imagine de brand mai prietenoas\u0103 \u015fi adaptat\u0103 la a\u015ftept\u0103rile consumatorilor moderni.<\/p>\n<p>\nRetailerul s-a confruntat \u00eens\u0103 \u015fi cu critici de-a lungul existen\u0163ei sale. Spre exemplu,&nbsp;potrivit m\u0103rturiilor din documentarul <strong data-end=\"67\" data-start=\"43\">\u201e<\/strong><strong data-end=\"67\" data-start=\"43\">Lidl: The Insiders\u201d<\/strong> difuzat de ZDF, exist\u0103 c\u00e2teva tactici folosite de Lidl legate de <strong data-end=\"174\" data-start=\"133\">designul \u015fi dimensiunea c\u0103rucioarelor<\/strong>, menite s\u0103 influen\u0163eze comportamentul de cump\u0103rare:<\/p>\n<ul data-end=\"908\" data-start=\"230\">\n<li data-end=\"449\" data-start=\"230\">\n<p data-end=\"449\" data-start=\"232\">\n<strong data-end=\"280\" data-start=\"232\">C\u0103rucioare mai mari dec\u00e2t necesarul obi\u015fnuit<\/strong> \u2013 Cu c\u00e2t spa\u0163iul din c\u0103rucior este mai generos, cu at\u00e2t clientul are tendin\u0163a s\u0103 \u00eel umple mai mult, chiar dac\u0103 ini\u0163ial nu inten\u0163iona s\u0103 cumpere at\u00e2t de multe produse.<\/p>\n<\/li>\n<li data-end=\"685\" data-start=\"451\">\n<p data-end=\"685\" data-start=\"453\">\n<strong data-end=\"501\" data-start=\"453\">Produse mici raportat la dimensiunea co\u015fului<\/strong> \u2013 Articolele de dimensiuni mai reduse, plasate \u00een spa\u0163iul generos al c\u0103ruciorului, creeaz\u0103 impresia vizual\u0103 c\u0103 nu ai cump\u0103rat \u201eprea mult\u201d, \u00eencuraj\u00e2nd astfel ad\u0103ugarea altor produse.<\/p>\n<\/li>\n<li data-end=\"908\" data-start=\"687\">\n<p data-end=\"908\" data-start=\"689\">\n<strong data-end=\"724\" data-start=\"689\">Plasarea strategic\u0103 a ofertelor<\/strong> \u2013 Produsele aflate la promo\u0163ie, \u00een special cele de dimensiuni mici sau ambalate atractiv, sunt pozi\u0163ionate astfel \u00eenc\u00e2t s\u0103 fie u\u015for ad\u0103ugate \u00een c\u0103rucior pe parcursul cump\u0103r\u0103turilor.<\/p>\n<\/li>\n<\/ul>\n<p data-end=\"964\" data-start=\"910\">\nUnul dintre angaja\u0163ii intervieva\u0163i chiar a declarat:<\/p>\n<blockquote data-end=\"1090\" data-start=\"965\">\n<p data-end=\"1090\" data-start=\"967\">\n\u201eDac\u0103 am fi avut c\u0103rucioare de cump\u0103r\u0103turi mai mici, Lidl nu ar fi putut ob\u0163ine niciodat\u0103 v\u00e2nz\u0103rile pe care le are acum.\u201d<\/p>\n<\/blockquote>\n<p data-end=\"1278\" data-start=\"1092\">\nAceste tehnici fac parte din strategia de retail psihologic, folosit\u0103 \u015fi de alte lan\u0163uri de supermarketuri, dar \u00een cazul Lidl au fost scoase \u00een prim-plan de fo\u015fti sau actuali angaja\u0163i.<\/p>\n<p data-end=\"355\" data-start=\"202\">\nDe\u015fi modelul Lidl este un exemplu de eficien\u0163\u0103 \u015fi expansiune global\u0103, de-a lungul anilor compania a fost implicat\u0103 \u00een mai multe scandaluri \u015fi acuza\u0163ii: un reportaj al revistei <em data-end=\"446\" data-start=\"439\">Stern<\/em> a dezv\u0103luit \u00een 2008, de pild\u0103,&nbsp; c\u0103 Lidl ar fi folosit detectivi priva\u0163i \u015fi camere ascunse pentru a monitoriza angaja\u0163ii \u2014 inclusiv timpul petrecut la toalet\u0103, starea de s\u0103n\u0103tate sau via\u0163a personal\u0103. Practica a dus la amenzi \u015fi la o pierdere temporar\u0103 de imagine.<\/p>\n<p data-end=\"1380\" data-is-last-node=\"\" data-is-only-node=\"\" data-start=\"1280\">\n<br \/>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Povestea Lidl \u00eencepe \u00een 1930, c\u00e2nd Josef Schwarz devine partener \u00eentr-o afacere german\u0103 de comer\u0163 cu ridicata de fructe exotice, numit\u0103 S\u00fcdfr\u00fcchte Gro\u00dfhandlung Lidl &#038; Co.. Afacerea exista \u00eenc\u0103 din 1858, dar odat\u0103 cu intrarea lui Schwarz este rebotezat\u0103 Lidl &#038; Schwarz KG, orient\u00e2ndu-se treptat spre distribu\u0163ia de produse alimentare.&nbsp;Al Doilea R\u0103zboi Mondial distruge [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[13224,470,188,30016,242,32978,415,35671,8932,7541],"class_list":["post-239227","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-controverse","tag-cumparare","tag-economie","tag-gigant","tag-istorie","tag-legatura","tag-lidl","tag-pensionar","tag-poveste","tag-produse"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/239227","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=239227"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/239227\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=239227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=239227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=239227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}