Lidl boss: The costs of going online just don’t add up

Christian Härtnagel, Lidl

Lidl GB boss Christian Härtnagel has ruled out wading into the burgeoning online grocery market as he believes the pandemic has artificially inflated demand and the costs are too high.

Härtnagel says that Lidl’s new customer acquisition during the pandemic has been hampered by the rapid growth of online grocery since March and the “incredible” work of competitors who have added capacity to meet the surge in demand. 

However, while the Lidl boss accepts that the discounter will be playing in a reduced grocery market once the pandemic recedes, he still doesn’t feel the benefits of moving online will outweigh the substantial costs. 

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