Over 3300 Lidl branches can be found throughout Germany. The chain belongs to the so-called "discount stores" and has made no big secret over the years that they have the German (apparent) favorite phrase: " Cheap - I want to have seized" in all respects.
Photo: iStock
- Lidl in the fast lane
- More transparency, more regional products
- Billions in sales are to be further increased
This goes beyond product prices to the complete image of the brand. However, this circumstance should change radically in the coming months.
For years, the " stinginess is cool " mentality has spread in all areas of Germany, from which Lidl benefited. Meanwhile, however, a strong countertrend has occurred in the minds of Germans, because it is again paid more attention to organic, appearance and quality . The managers of the supermarket chain have noticed this and are now launching an extensive campaign to give the discounter image a new lease of life.
Lidl in the fast lane
Model here are the chains Edeka and Rewe . The qualitative and visual differences should be significantly reduced and adjusted. For this purpose, a million-dollar advertising campaign is planned, as Peter Pohl (Purchasing Management) announced in a recent press release. These measures are to leave competitors, such as Penny, Netto and Aldi in the shade, who also try for years to get rid of the "cheap image", rather unsuccessful.
In the past, Lidl has successfully mastered a promotional step. With a deluxe series and wines, the discounter has convinced even star chefs . But those responsible will not limit themselves to that.
Among other things, branches are to be overhauled, staff trained and the trend of regionally grown products to be followed. After all, Lidl claims to particularly win customers who have been critical of the discounter so far.
More transparency, more regional products
The current moment for a change of image is a wise move. The supermarket chain is going with the trend of regional culture and the desire of customers, no longer cheap, but still "cheap" to go shopping. For this purpose, they should receive a lot in the optical field and also product transparency should be a topic. On a website you can already see how often and when the chains are supplied with meat. After all the scandals of the past concerning the food industry, it is another step in the right direction.
Billions in sales are to be further increased
According to its own statements, the company is aiming for a record turnover of more than 18 billion euros and the business year will run until the end of February 2015. Lidl Germany CEO Matthias Raimund also commented positively on the future of the company: "Our financial year is still going on for a few days, but it is becoming apparent that Lidl has grown in Germany. "
Whether the campaign is more likely to be shameful than real will be shown in the following months. We can definitely be curious.
