One customer surprised Lidl with an innovative suggestion. The company chose to test this new approach to the sale of one of its products. Without major changes in the essence of the article, experience has proved a success and can now be implemented permanently.
Simple idea, giant impact
The suggestion came up in Finland and quickly arrived at Lidl headquarters, located in Neckarsulm, Germany. Ville Oinonen, a attentive consumer, proposed that the supermarket chain sold pineapples without the crown, part of the fruit that many discard as soon as they buy it.
The company’s guardians decided to test the proposal and launched a pilot project in some Finnish stores to evaluate its viability. During March, one third of stores in downtown and west of the country began to market pineapples without the top.
The reception from consumers was quite positive. The head of Lidl Finland’s Fruit and Vegetable Department, Arttu Syrjänen, revealed that the results exceeded initial expectations. “We are surprised by sales,” he told Helsingin Sanomat.
Test in Finland surprises
In addition to the convenience for customers, the crown removal directly can bring logistical benefits. Lidl believes this change could reduce costs related to fruit transport and packaging.
The volume of pineapples carried in each load can increase, as the fruit takes up less space without the crown. This represents a potential supply chain optimization.
The company also highlights the environmental aspect of this approach. Early removal of the crown can contribute to a more efficient and ecological distribution system, reducing waste and carbon emissions.
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Benefits for Customers and Environment
Customers were reported to this alternative. Many consumers face the measure as a practice, as they avoid the need to eliminate the crown at home.
In countries where pineapple consumption is high, this strategy may represent a significant change in buying habits. Other markets may test the initiative if the results in Finland continue to be favorable.
Experience also served to evaluate consumers’ perception of modified fruit. So far, signs indicate that the absence of the crown does not affect the purchase decision.
Lidl stresses that, to ensure the freshness of the product, the crown cut process is done with strict criteria. The goal is to ensure that the fruit reaches the consumer in perfect condition.
The future of the initiative
Throughout the test, the chain supermarkets collected customer opinions about the new pineapple presentation. This feedback will be decisive to decide the future of the initiative.
As with, Lidl is now assessing whether the sale of crown-free pineapples should become a permanent practice in its stores in Finland and in other countries.
Continuity of experience
The final decision will depend on the results of experience and the viability of extending the initiative to other regions. If you advance, the company can redefine the way it sells this fruit at international level.
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