Lidl Sweden uses HappyOrNot Smiley terminals across its store network to capture real-time customer feedback directly at the point of experience.
“Our goal is to strengthen customer friendliness in our stores by working proactively instead of reactively. HappyOrNot gives us the ability to capture customers’ opinions in real time and act quickly on deviations directly in the store environment,” says Amanda Eriksson, Senior Project Manager, Lidl Sweden.
Gaining visibility into the customer experience
Lidl Sweden is a leading grocery retailer focused on delivering consistent in-store customer experiences across its network. To make the customer voice more visible and actionable in daily operations, Lidl deployed physical feedback terminals in 210+ stores.
The HappyOrNot Smiley Terminals capture microfeedback in the moment – at scale and directly on the shop floor – giving store teams immediate visibility into customer sentiment where it matters most.
Understanding what matters most to customers
By collecting feedback continuously across all locations, Lidl Sweden has built a high-volume, statistically reliable foundation for understanding customer experience in-store.
This level of visibility allows teams to identify patterns by time of day and detect recurring challenges during specific periods. Real-time feedback enables faster insight into what customers are experiencing, helping surface issues while they are still relevant and actionable.
Enabling teams to take action
Store teams use feedback data insights as part of their regular routines, turning insight into practical action on the shop floor. Results are used to support team dialogue, follow-up, and continuous improvement.
“We talk about our results every week in the store leadership team and constantly try to get better by implementing smart actions,” tells Mohammad Abbas, Store Manager, Lidl Malmö Delsjögatan
This consistent review process helps teams stay aligned and focused on improving the in-store experience through small, ongoing adjustments.
Improving the in-store experience with real-time feedback
With nearly 9 million feedback responses collected since full rollout, Lidl Sweden has established a scalable approach to retail customer experience management powered by real-time feedback.
This enables store teams to work proactively rather than reactively—anticipating customer needs, responding quickly to changes, and continuously improving performance. In high-frequency retail environments, real-time microfeedback supports faster decision-making and stronger alignment between frontline teams and customer expectations.
About Lidl Sweden
Lidl Sweden is part of Lidl, one of Europe’s leading grocery retail chains, operating stores across the country with a focus on delivering high-quality products and efficient shopping experiences. https://www.lidl.se