Franchising, retail, business
25/08/2015
Lidl has begun trialling a new 'smarter shopping' card in Scotland as it seeks to maintain its rapid sales growth in the UK.
Eye catching initial promotion
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 card holders £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 stores in the the country - almost one for every Scot.
'Not a loyalty card'
Lidl has been quick to highlight that the new card is not a loyalty card as no customer data will be gathered. The card is simply a mechanism to offer an instant discount to shoppers and there is no restriction on how many times it can be used. However the card does represent a major shift in tactics from the discounter which has hitherto avoided marketing of this nature to maintain its focus on simple everyday prices.
Potential to drive sales
The card could prove to be an effective way for Lidl to reach new shoppers, while also rewarding its existing shopper base at a time when multiples are working harder to re-engage customers they have lost to discounters. The timing of the launch just after the start of the new school year in Scotland should be popular with families and the retailer has already reported 'phenomenal feedback' from customers. What's less clear is what happens after the trial period ends. If successful the card could be introduced to other parts of the UK (or indeed other countries), or it could be run as a regular seasonal sales driver to reach out to new shoppers.
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Fonte:http://retailanalysis.igd.com/Hub.aspx?id=23&tid=3&nid=14250
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