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How Lidl is attracting shoppers across different markets

| International retailers

We summarise Lidl's latest initiatives to attract shoppers across four of its markets.

France: selling high-end wine online

Wine has been a key category for Lidl in recent years, helping it to successfully attract a new shopper base. In France, this strategy seems to be working well as Lidl has sourced some new high-end wines, priced between €50 and €200. The range of eight wines includes well-known names such as Chateau d'Yquem and will be sold exclusively online between 2-5 September. A dedicated website has been launched for this wine event, requiring shoppers to log-in which will allow them to place an order on the limited stock and then collect their wine purchase in-store.

Belgium: innovating with 'one now, one later' promotion

This new mechanic has been introduced to help shoppers to manage food waste better. Shoppers who buy fresh items on a weekly promotion will be given a coupon at the checkout which will allow them to get the same product a week later at the initial promotional price. The tactic is likely to drive repeat store visits as well as volume. This is a new promotion from Lidl and it will be interesting to see if Lidl adopts this initiative in other markets. Read more about this in our  Innovation of the Week slide.

UK: launch of instant reward card in Scotland

The new card offers shoppers a variety of money saving promotions that shoppers can take advantage of over a 10 week period. To capture shoppers' attention the initial promotion offers cardholders £5 off a £25 shop during the first two weeks of the scheme. Thereafter Lidl plans to rotate the offer every week, with new offers advertised in-store and online. Around 4 million cards have been distributed by mail, in newspapers and via Lidl's 90 Scottish stores - almost one for every Scot.

Germany: new vegetarian range

Lidl has reacted to the growing trend of vegetarian food and introduced a new range "my best veggie". In Germany, as well as in the UK, Lidl has further expanded its fresh bakery ranges by adding new products like pizza. In our recent store visits we spotted extended health and beauty ranges, including cosmetics and travel pack sizes. Some stores also included promotional stands with branded or private label products.


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