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Lidl Belgium and Luxembourg together have more than 300 stores and 11,000 employees. The core values of the international discount player? Result orientation, respect, trust sober attitude and connectedness. This is how Lidl is focused on each customer and each employee within the organization. To support their store employees in providing outstanding customer service, among other things, the organization went looking for structural support from a specialized training partner. Obelisk has been fulfilling that role since the end of 2024. Julie Van Couter, trainer at Obelisk, explains what the partnership consists of and how it provides process and customized guidance to store personnel. A must-read for HR professionals and L&D managers who want to combine efficiency and empathy.
A pioneer in the supermarket sector only enters into a training partner after a thoughtful selection process. Similarly, Lidl paid a lot of attention to the careful selection of their permanent partner for training in soft skills. With a sharp objective in mind - to strengthen all staff members' soft skills - the company sent out a request for proposal for a three-year cooperation to 12 experienced Belgian providers, including Obelisk. We immediately recognized ourselves in the call and participated in the extensive and challenging selection procedure.
In the summer of 2024, the bid was awarded and Obelisk was given the green light. Some of the convincing factors?
Immediately, we rolled up our sleeves to develop a unique open offering of no less than 30 diverse training courses . From store employees, to logistics staff, office workers and executives: the bilingual offer provides a relevant learning path for everyone. We have been donning the coat of trainer at Lidl since September last year, with our distinctive methodology, consisting of customization, on-the-job sessions and room for practice, being positively received. Recently, our role was expanded and, in addition to the open offer, we now provide leadership training at Lidl, as part of their leadership path to strengthen competencies and values
"Lidl wants to strengthen all employees, at every level, in their soft skills. That fits perfectly with Obelisk's specialization. Although the partnership extends further. We are not merely executive providers, but are in close contact with each other. Very fascinating and always close to the practice, that's how we like it!" - Julie Van Couter, trainer at Obelisk
One of Lidl's success ingredients? Always finding the right balance between productivity and humanity. While increasing effectiveness, the focus remains on the employees who make it happen. And these are some with different learning needs: store employees, for example, acquire knowledge in a different way than team leaders. During the development of the open offer, our trainers therefore delved extensively into their specific needs. How do they learn best? Where are the focal points? This knowledge is crucial for the effectiveness of soft skills training.
By guiding store associates in small groups, we create a safe environment for sharing their own input and stories. We invariably supplement these with numerous case studies, as these are the ideal levers for recognition. We also consciously choose to limit the portion of theory for them. Although there is a theoretical frame behind every training, we work with concrete step-by-step plans and exercises. This way participants do not have to make the translation to the shop floor themselves, we take them with us. Our trainers wear various hats: they explain, guide the learning process step by step and coach participants in applying new skills. This intensive guidance requires commitment and dedication, but it pays off. Not only thanks to the many verbal feedbacks, but also numerically. On average, Obelisk training at Lidl scores 4.1/5 on relevance and applicability.
"What I love to hear over and over again is that participants come to a standstill in training. Sales clerks are always on the go and we manage to offer them a moment of rest. Learning is not only an interactive activity, but also a moment of pause. And that provides refreshing insights to take back to the field. Proud to be a part of this! " - Julie Van Couter, trainer at Obelisk
Many store employees have been loyal to Lidl for many years. That also means certain habits and beliefs are alive. Although the open offer focuses primarily on behavior change, we regularly see real mindshifts occur. The atmosphere of trust that our trainers create more often than not rarely results in a re-approach and shift in thoughts. Thus, after the trainings, participants not only have more attention for the client, but also more understanding for each other. That is the icing on the cake. Obelisk is already poised to support, advise and inspire Lidl with tailor-made solutions in the years to come.
At Lidl, we invest in growth - both that of our organization and that of our employees. Because they make the difference, every day. We are a team and together we build the future of and with #teamlidl. Together we create a culture where we support, appreciate, inspire each other and where shared vision makes us stronger. - Charlotte Barthels, Project coordinator L&TD at Lidl Belgium and Luxembourg
Are you interested in training courses for your store employees? Obelisk develops a reasoned mix with, on the one hand, an open offer of training courses and, on the other hand, customized programs for specific target groups. Receive a word about our pragmatic approach and personal guidance.
