It’s official. With “the little prices yes”, Lidl Openly invests the first price product segment, already well anchored in most distributors. “” We did not have a choice, assured Michel BieroVice-President of Lidl France during the retail execution forum last November.The first price cows do not exist and I continue to say it. But some of our customers went to competition to find the first prices there. »
The range includes 400 products, including 300 references from current LEVs, «on which Lidl has reduced its margins to be the lowest on the market“, Indicates the brand in a press release, and 100 new articles as part of the system in order to”meet the needs of consumers». Lidl, however, insists that the prices have not been reduced to the detriment of farmers’ remuneration, but thanks to the scoring of its margins and the work carried out on the drop in production and packaging costs.
To make known “the little prices yes”, Lidl deploys a now a Large advertising campaign. In TV and radio, A spot aims to touch a large audience, while in stores, posters, prospectus and stop-rayons highlight the distinctive black and red logo on a yellow background of the range.
Among the products concerned, we find, for example, liquid side :
- Blonde beer at 4 % in box from 50 cl to 0.60 €,
- The pure juice 4 citrus fruits 1 L at € 1.42 and breakfast 1 l at € 1.89
- Sangria 1.5 l at € 1.99,
- Soft white wine in Comté-Tolosan IGP 75 cl at € 1.99.
With this initiative, Lidl marks a strategic turning point to meet consumer expectations while consolidating its position on the market. A choice that already seems to pay since the brand has a clear increase on the last period between December 2 and 29, 2024 according to Kantar: + 0.5 point to 7.6% thanks to an increase of + 0 , 2 act.
Swiss
