Lidl’s International Hub in Barcelona is a massive technology and digital powerhouse located in the 22@ tech district. It serves as the global center for the company’s digital transformation, specifically focusing on e-commerce, customer loyalty (Lidl Plus), and CRM systems.

Core Operations: Retail & MSCRM

The hub is divided into specialized units that support Lidl’s operations in 32 countries:

• Lidl Digital (Retail Tech): This team builds and manages the global e-commerce platform. They handle everything from the online shop infrastructure to the logistics software that ensures products reach customers across Europe.
• MSCRM (Microsoft Customer Relationship Management): This is a critical unit dedicated to managing customer data and interactions at scale. They use Microsoft Dynamics 365 to power Lidl’s marketing automation and personalized customer journeys.
• Lidl Plus: The development and optimization of the Lidl Plus loyalty app—one of the most downloaded retail apps in Europe—is largely managed from this hub.
• Data & Analytics: The hub employs data scientists to analyze consumer behavior, helping the company optimize pricing, stock, and promotional offers globally.

It houses over 500 specialists, including software engineers, cloud architects, and CRM experts. It is a highly international environment where English is the primary language of business.