Biedronka or Lidl? It was checked what customers think about supermarkets
In a world where discount stores rule, Lidl and Biedronka are constantly struggling to attract customers. But what really matters to buyers? Cleanliness? Prices? Or maybe a wide selection of products? Webquestion decided to check this by analyzing thousands of opinions expressed on Google Maps.
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The webinar collected over 550 thousand ratings and 170 thousand comments regarding Ladybugs, Lidl and other popular supermarkets in Poland (Kaufland, Aldi, Dino, POLOmarket, Netto, Stokrotka, Intermarché, Auchan, Carrefour and E.Leclerc). The aim of the study was to create a comprehensive overview of customer opinions, taking into account both the strengths and weaknesses of individual chains. What came out of it?
Lidl: cleanliness and order above all
Lidl customers appreciate it cleanliness and good organization of stores. Comments often praise the helpful staff. Unfortunately, there are also disadvantages: during peak hours, there are no open cash registers and no employees available to operate self-service checkouts.
I really like shopping in this Lidl, it is always clean, the aisles are spacious, the staff is polite and will always help you find the things you are looking for.
Poor service, the situation is repeated many times that each of the cash registers is closed and there is no one to help at the self-service counters.
– sample comments from Lidl customers
Biedronka: wide selection, but queues at the cash registers
Ladybug wins attractive prices and a wide range. However, customers point out the lack of order in the aisles, insufficient price markings and – perhaps most importantly – long queues at the cash registers.
Big discount. Everything you need is available. Large selection of products.
Most often, one cash register is open, which causes huge queues. Another major difficulty is the large number of pallets standing in the aisles all the time.
– sample comments from Biedronka customers
What is the key to success?
The Webquestion study shows that both Lidl and Biedronka have their advantages and disadvantages. The final choice of a supermarket often depends on the customer’s individual preferences. Some focus on cleanliness and order (see the chart below), others on low prices and a wide selection.
Running a discount store isn’t about being the best at everything. This is not the nature of the industry. However, it is important to be better than the competition in the areas that are most important to customers. If a chain is lagging behind in staff availability, the question is: do other brands have the same problem? Because the key is not to be perfect, but to be better than your neighbor. Customers choose better places, not the best ones in their area.
– summarized Piotr Sadowski, CEO of Webankiety
The Customer Experience Benchmark 2024 for the food industry is a valuable source of information for both customers and the supermarkets themselves. It allows you to better understand the needs of buyers and adapt your offer to their expectations.
