Faced with a decline in its market share in mass distribution, Lidl is deploying aggressive commercial strategies to attract consumers. With a market share down 0.3 points to 7.9%, according to Kantar Worldpanel (quoted by La Dépèche), Lidl is striving to remain competitive against rivals such as Leclerc and Intermarché. In this context, Lidl announces remarkable discounts for its customers, in particular by fully reimbursing the purchase of the Monsieur Cuisine Smart kitchen robot and by distributing considerable discount vouchers.
Lidl perceived that inflation and a mono-range assortment hampered its ability to attract and retain customers. To counter this trend, the brand launched a promotional campaign from December 6 to 12, offering discount vouchers of €5 to be used from €50 of purchases. Customers of the Lidl Plus app will automatically benefit from these vouchers, while others will be able to obtain them via leaflets. An investment of 100 million euros will go towards these vouchers, demonstrating the scale of Lidl’s commitment to its consumers.
The highlight of the promotional offer is the full reimbursement of the purchase of the Monsieur Cuisine Smart, sold at €360. Customers will receive a €30 coupon every month in 2024. It will be spent without a minimum purchase at Lidl, equivalent to the average ticket for a shopping basket. This strategy aims to build customer loyalty by guaranteeing a free monthly visit to the store.
A free Monsieur Cuisine Smart? Yes, patience and more
To benefit from the refund offer, customers must purchase the Monsieur Cuisine Smart and present the Lidl+ mobile application. Then, they will benefit from deferred reimbursement in the form of €30 vouchers for twelve months. This operation is limit to 100,000 copies of the robot, and the offer runs from December 4 to 11. Consumers are therefore encouraged to act quickly to take advantage of this opportunity.
Lidl hopes that these exceptional measures will strengthen its position in the market and improve its perception by consumers. According to Thiago Almeida, director of purchasing and marketing at Lidl France, the latter are often more economically vulnerable and in search of the best offers (in an interview with Le Journal du Geek). Almeida also highlights Lidl’s commitment to providing the best value for money. An essential point to win back and retain customer loyalty.