“How Did Budget Chains Achieve a 30% Increase in Action’s Net Sales and What Strategies Do They Utilize to Maintain Low Prices?”

Discount chain Action can look back on a successful year. In 2022, the company made a profit of around 1.2 billion euros. Other budget chains have also seen their turnover increase in recent years. How do stores such as Lidl, Zeeman, Aldi, Wibra and Action succeed in offering their products for a lower price than the competition and making a profit? We asked the budget chains themselves, as well as retail expert Prof. Els Breugelmans: “If discounters cannot offer an A-brand for an attractive price, they opt for another brand.”