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Lidl GB has announced the appointment of Louise Weise as chief customer officer, a newly-defined role that includes a seat on the supermarket’s board of directors.
Weise will lead the retailer’s customer function, with responsibility for brand and marketing, loyalty and customer insight, in-store customer experience and customer care.
She joined Lidl through its graduate programme in 2010 and has held a range of roles across the business. Most recently, Weise spent time working on the shop floor in the UK and in Germany, where she was involved in global operations, giving her international experience of the retailer’s operating model.
In her new role, Weise will oversee the rollout of Lidl’s “More to Value” brand platform, which the company says is intended to reflect its role in customers’ everyday lives beyond low prices at the checkout.
Weise said: “I am thrilled and honoured to step into this role at such a pivotal stage in Lidl GB’s growth.
“As we continue to build momentum, my focus will be on strengthening our customer experience, deepening our brand loyalty and ensuring we deliver our More to Value proposition across every customer interaction.”
She added: “We will continue to provide high quality without compromise, by listening to our customers and focusing on what they prioritise in their lives.”
