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dc.contributor.authorDe Wilde, Julie
dc.contributor.authorLoobuyck, Helena
dc.contributor.authorVerstraeten, Wannes
dc.date.accessioned2022-04-28T07:16:47Z
dc.date.available2022-04-28T07:16:47Z
dc.date.issued2021
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7028
dc.description.abstractIn the world of retail, Schwarz Group, to which Lidl belongs, is listed as one of the top retailers in the world. A lot has changed since the German Schwarz family opened their first store in Germany in 1930. This original local fruit wholesaler grew into a food wholesaler and later into a global retail store with a focus on the discount segment. With the mission "the highest quality for the lowest price", Lidl positions itself as a smart discounter. This implies that they make a conscious choice every day to offer the best quality in their price segment. Today, with 10,800 stores, 160 distribution centres and 287,000 employees, the chain is represented in 32 countries and thus has the largest network of discount food stores in Europe. A key mission of Lidl is to be a sustainable retailer. They want to take their responsibility as a supermarket and work towards a more sustainable world with respect for the environment, people and society. In doing so, they focus on five areas namely the employees, the assortment, the trading partners, the climate and society. This project focuses on the Belgian division of Lidl. Just like all other countries, the Belgian Lidl stores try to contribute to the sustainability story. The Belgian division has its own mission namely to be a sustainable leader with a positive impact on people and planet by 2025. Until recently, Lidl had a strong focus on its customers. Their goal was to engage consumers in their sustainability story. But today, they want to put focus on their employees. By 2025 they want all Belgian Lidl employees to be convinced that Lidl is a retail frontrunner in sustainability. They categorized this objective under the name of ‘Local Anchoring’. Local anchoring is part of the Belgian CSR strategy and should help ensure that Lidl’s mission is achieved. In order to strengthen the local anchoring of the 300 Belgian Lidl stores, Lidl wants to involve their employees within their sustainability strategy by entering into local partnerships and on the long way create a movement of 10,000 Lidl ambassadors who are proud to be part of Lidl’s community. To make this objective concrete, Lidl wants as an explicit target by 2025 that 1/3 (100) of the Lidl BE stores are involved in a collaboration with a local external organisation, which can be chosen from a pre-defined shortlist provided by HQ. The concrete objective made it possible to develop a clear research question: Through which local collaborations can we narrow the gap between the Lidl retail chain in Belgium, on the one hand, and the employees on the other, and thus make them more aware of how sustainable Lidl is? To achieve this goal, a market and consumer research was conducted, both internal and external stakeholders were interviewed until finally a short list of possible initiatives emerged that met all the conditions of the criteria matrix and that were approved by the company’s CSR manager Philippe Weiler. The projects that made it to the final stage are the following: Project 1 Agritourism The initiative involves organising visits to both parties namely the local store and the local farmer. Via the training module, employees can visit an exclusive Lidl grower who will give a tour of the farm. In addition, the farmer will visit the local shop to promote the local product. Project 2 Corporate gardens This initiative involves starting up a corporate garden at local stores with a contiguous green space. The design of the garden can be flexible, but the employees, prefer, among other things, a garden that is not accessible to the public and picnic benches where they can spend their breaks. Project 3 Beehives. This initiative involves placing beehives at the parking lot of the Lidl stores, maintained by a local beekeeper. Employees and local schools can receive workshops and they can participate in contests. Project 4 Mooimakers. As part of this initiative, a Lidl store will participate in a cleaning operation organised by Mooimakers. The store employees will have a voice in the content of their participation. They can participate in "the week of litter", but they can also opt for a clean-up action on a small scale. Project 5 Jobs 4 All. With this initiative Lidl can give people belonging to disadvantaged groups a chance to enter the labour market. These include for example people with a disability, the long unemployed, ... Through workshops, employees learn how to deal with these kinds of people and they contribute to a better future for them. Project 6 Parking 4 All. This initiative opens Lidl's parking lot on Sundays to local initiatives. Store employees can put forward ideas or recommend organisations that need a little more space on Sundays. Finally, it can be said that the outlines of the theme of local anchoring have been drawn. The implementation of the relatively new concepts will not be a walk in the park, but throughout the weeks we have noticed that the dynamic atmosphere, the motivation and the clear communication makes Lidl the ideal organisation to take on this challenge.
dc.description.sponsorshipLidl
dc.language.isoen
dc.titleLocal anchoring strategy for a retail company: An initiative to engage employees for CSR
dc.source.numberofpages128
vlerick.knowledgedomainHuman Resource Management
vlerick.supervisorJordaan, Barney
dc.identifier.vperid159574
vlerick.companynameLidl
vlerick.companysupervisorWeiler, Philippe
vlerick.programmeMGM Gent
vlerick.typebusresprojectIn-Company Project


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