How do you remain a secure partner and employer in uncertain times? Answers Milena Dragiyska, CEO of Lidl Bulgaria.
Speaking of security, what probably worries the consumer the most is the rising cost of living, a part of which is food. Is there any cause for concern given the upcoming winter months?
The situation we are in is not easy - not only for Bulgaria, but also globally. We see the complex geopolitical situation, inflation, high fuel and energy prices, rising production costs. All of this is reflected in the final price. Our role as a retail chain is key because we are in the middle - between the manufacturer and the end customer. We are expected to offer a product price that is fair to the manufacturer but also affordable to the customer.
For this reason, literally on a daily basis, we monitor the processes, analyze the situation, check the prices and the factors that affect them, and together with our suppliers, look for solutions to relieve them, but also to reduce the burden on the end user.
Our role is also huge to find optimization potential in multiple processes of ours. This allows us to offer more and more promotional offers - XXL offers, 2 products for the price of 1, discount on a series of products, monthly campaigns in which we reduce the prices of dozens of products by up to 50% for a whole month. Lidl Plus is also an important helper, offering further bargains every week.
That is how we help our customers shop for bargains and get more for the same budget. They can be sure that this will continue in the future.
You mentioned Bulgarian producers - how do you help them?
By being as transparent, correct and predictable as possible - as we have always been. A recent example on a large scale was the COVID crisis, when we developed new product solutions as flexibly as possible and did not allow a drop in demand for their items.
We are currently discussing with our suppliers many more approaches - developing crisis plans, discussing keeping more stocks of packaging materials or certain quantity backlogs of supplies. We are as predictable as possible so they know what quantities they need to produce for us.
We will continue to be the secure and reliable partner. In support of this, I will share that for the first 6 months, thanks to their partnership with us, Bulgarian manufacturers have realized exports worth BGN 42.5 million in Lidl's European network. This is an increase of over 44% compared to the same period last year and is another year of growth.
What about workplace security – should people be worried about that?
As far as Lidl employees are concerned, definitely not. We've proven it over the years. We confirmed it even more strongly during the first waves of COVID-19, when we saw Lidl actually react quickly with concrete protection measures.
Our employees have the peace of mind that they can count on good and always timely remuneration, European working conditions and working environment, and that they have a stable and reliable employer in us who never stops taking care of them, including in regard to health, work-life balance, etc. Lidl, for example, is the only chain in the country that gives its store employees the day off on the 3 public holidays - Christmas, New Year and Easter. Thanks to the sustainable growth, our employees also have new career development opportunities all the time.
