Saturday, May 4, 2024

Vogon Today

Selected News from the Galaxy

StartMag

Lidl’s shoes, Eurospin’s watermelons and Iper’s panettone. What happens to large-scale distribution

3 years ago babelfish

Lidl's shoes, Eurospin's watermelons and Iper's panettone. What happens to large-scale distribution

“I was not scandalized by Eurospin's watermelons nor by Iper's panettone. However, this one of Lidl with shoes is a more complex operation ”. The in-depth study by Mario Sassi, author of the Blog-Notes on work

Well yes. Yesterday morning, despite the lockdown and in full red zone, I left home very early. Objective: to reach the Lidl in Corbetta before opening.

I was teased by a tweet from Michele Arnese, editor of Start Magazine, provoked by the enthusiasm of the headline writer of an article by the young journalist Alessandro Vinci in the Corriere . “In a few hours, the coveted sneakers of the Lidl chain will finally be available in Italy for 12.99 euros. Space also for slippers, socks and t-shirts: all in a limited edition ".

That "finally" put there as if we were at the end of a nightmare. An adverb that, these days, is used with caution and circumspection. For the announcement of the coronavirus vaccine or the perception of an inversion of the evil RT or, finally, the arrival of the coveted refreshments.

“Finally”, these days, has a profound, liberating and reassuring sense. Show a light at the end of the tunnel. Hearing him put into play for a promotion, albeit particular because it involved half of Europe, cannot leave us indifferent. Try to understand what can push young and old around the world to run after an imitation of clothing and shoes from another lineage, with the colors of the Romanian flag, as well as the German chain, and to explode a desire for possession that goes beyond normal levels of understanding and suddenly turns an important discount chain into such a widespread and particular interest magnet.

Then dealing with large-scale distribution, I could not remain indifferent to that "finally" that would have allowed me to "smell" live if the pandemic had somehow changed habits, forced to more sober behaviors, spaced especially in an area with levels of infection far from insignificant.

Three discount stores 200 meters from each other divided by a roundabout that marks the border between Corbetta and Magenta. No policeman posted thanks to the interpretation of the Dpcm rule. Three squares available. Eurospin empty, Aldi empty. At 7.55 am, time of my arrival, Lidl was packed with parked cars, pensioners crowded in front of the entrance with their mobile phones on. Listening to grandchildren and various relatives ready to give directions.

In front of the row 4 outsiders. No distancing. The desired goal was at the farthest point from the entrance. At the opening, the four, not knowing exactly where the shoes were, threw themselves each for each lane, thus allowing retirees accustomed to the place and time to play their game in the name and on behalf of their respective grandchildren. Lucidity and experience against brute force.

Once the bank was identified, the attack brought the most robust ones back to the head. The first put at least ten pairs in an Esselunga bag; the second threw as many in the cart defending the booty with his bare hands. The other two kept the horde of retirees at bay trying to break through. I sat in a corner to observe the scene. In a few minutes the shoes are finished. There remained the slippers, the overalls and little else. The grandchildren signaled to their families what to grab to replace the worn out shoes.

At 8.10 calm returned. The masks in their place, the spirits calmed down, the trophies, for those who conquered them, were exhibited with a couple of laps of honor inside the store. The retirees have returned fragile in their walk between the aisles, the masks have been put back in the right place, the thugs have left the LIDL. Everything went back to normal.

Understanding what transforms and moves at the dawn of a rainy morning and in full lockdown of frail retirees, mothers of families with children below, into potential conquerors of shoes or brightly colored clothing I leave it to experts in the matter.

What I have been able to see is that the clash between the two schools of thought present in the large-scale retail trade between promoters of promotions and supporters of “low prices, always” is far from the end credits. Commercial policy experts who have been facing each other for years, flyers and promotions that push customers to pursue them where they manifest themselves, breaking the traditional loyalty to the brand. Desire to hoard never dormant.

Of course the shoes can be kept or exhibited. Perhaps they feed a parallel market. They also allow resale at a higher price to those who live by expedients. Different are the watermelons or panettone which, once accumulated, must still be consumed. There is probably more to these hoardings. And the lockdown has certainly not changed these habits.

I was not scandalized by Eurospin's watermelons (if they guarantee a fair remuneration to the producer) and not even by the panettone of Iper – the great I which, despite a thousand criticisms, reappear on time every Christmas almost everywhere.

This of Lidl, however, is a more complex, more interesting operation. It is a "non-product" that suddenly becomes a cult. It proves that anyone can turn the tables in the age of the global network. Above all, that innovation in supply chains is nobody's property and does not allow for any position income.

This is the real challenge facing even the large retailers. Focus to grow and innovate. Each if he can. Other than running after the promotions of others with the finger raised.

Article published on mariosassi.it

This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/le-scarpe-di-lidl-le-angurie-di-eurospin-e-i-panettoni-di-iper-cosa-succede-alla-gdo/ on Tue, 17 Nov 2020 06:10:31 +0000.