Quite satisfied with his promotional operation of the moment, Michel Biero, Lidl’s executive director of purchasing, “even if she [lui] costs a blind man, he says. This martingale? a 5% discount coupon on the whole store one day a month from fifty euros of purchases for customers who have a loyalty card and mobile application. Established in May, the formula would have attracted a million subscribers in ten days. Lidl currently has more than six million. “Where a customer spends ten euros, he spends thirty with the operation”rejoices Mr. Biero. An advantage for the chain that is struggling with its counterpart Aldi on the low price niche. ” MoreHe adds, That It is costing us so much that we are not sure if we will continue after October. “
In the current inflationary environment, the French are increasingly attracted to business. According to a survey conducted by OpinionWay for Bonial, a specialist in targeted mobile advertising, and published on 1is September, 34% of respondents intend to seek more promotions. This is two points higher than in June. A study by the YouGov survey institute, published on 6 September, shows that to reduce the bill on food products, 75% of French people take advantage of promotional offers in stores, 70% also reduce the volumes purchased and 64% opt for cheaper brands.
“Anti-inflation shield”, “Anti-inflation challenge”, “Frozen prices”, “low prices”, and many fuel-cutting operations … Supermarkets have competed in creativity to keep customers tempted to flee to low-cost stores. They also wanted to show that they had responded to the government’s request in the spring to defend the purchasing power of the French. Since May, most of the distributors have started massive commercial operations. Many worried about raising prices in stores shortly before.
Race discount
This discount race ended up surprising the specialists in the sector. “We also witnessed the appearance at the end of August of promotional operations on less expensive products, such as this Carrefour prospectus relating only to the entry-level brand, notes Daniel Ducrocq, director of distribution at consumer research giant Nielsen IQ. But on these rumors the distributors’ margin is already ridiculous. But the interest of supermarkets is to attract customers so that they can do all their shopping in the store. ” And then buy other products without really looking at the prices. Furthermore, 57% of consumers say they are strongly influenced by promotions in the choice of the sign where to shop, according to a study by Tiendeo (distribution of flyers on the Internet), carried out with Nielsen IQ.
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