First, the biggest advantage that Lidl has is that it is new and it is different. That will attract customers because they will be curious. The company has a lot to offer and will satisfy many customers. However, as with everything, Lidl will find its audience while other customers will prefer to shop elsewhere. That’s the competitor’s opportunity to learn why and to cater to those needs.

I congratulate Lidl for being different, which is just what its competitors need to be. Unfortunately, I fear that some grocery chains will attempt to compete on price alone and, if so, they will fail. Price is important, but when prices are the same, or even close, quality and service can matter a whole lot more.

There is a reason that the word “new” is the most powerful word in marketing. Shopping is about stimulating the brain with discovery and experiences. Nothing is harder to make exciting than grocery — or easier, when customer focused innovations are applied. Hats off to Ron’s grandfather who would today, I suspect, modify his comment to be that his job is to make it as easy and fun to buy from his store as possible. His plan helped make shopping ease the table stakes in retail, and he would have, I am sure, adapted to the changes in consumer culture.

Lidl is entering a very crowded field in the markets it has chosen and it is jumping in with both feet with its high initial store count. The emphasis on low prices will attract shoppers to try the store out, but the overall experience will have to be great to keep them coming back. Established grocers in each region will fight to keep their shoppers from defecting to Lidl. The resulting hyper-competition is going to knock out the weakest players.

I’m baffled by the continued interest in (for want of a better word) foreign operators who want to open shop in this, one of the most competitive and in many cases, overbuilt markets in the world — not so much their desire, for the problem of saturation exists in other countries, but the approach. Small, generally undistinguished stores … or at least not distinguished to the casual shopper. Perhaps the success of Trader Joe’s inspires optimism.

Anyway, I wish them well, in being able to emulate the former, rather than, say, Fresh and Easy … the example that more readily comes to mind.

Lidl will do well in under served areas and low income regions, which is where Aldi shines, so expect another price war. Walmart will be ready, and the consumer will win in the short run. Who will lose? The older poorly managed independent stores, and perhaps older Save a Lot stores, and the rest will not feel much loss, as they serve a different mindset of customers. Last week we discussed the over crowded retail market, and yet we see another large supermarket chain opening up. Time will tell, but unfortunately the losers will the be local store owner, unless they are strong in perishables,service, and of course great values.