Introduction and Background
A Lidl basket with big ambitions
Lidl had historically built a shopper base with a high proportion of smaller volume, but high frequency customers – i.e. the basket shopper.
Customers would often go in-store to pick up the latest promotion, and while there, pick up some of their daily shop. Until 2016, the vast majority of their marketing and advertising spend focused on footfall driving promotions which encouraged and reinforced this type of behaviour.
This approach was successful in driving penetration, resulting in nearly 7 in 10 Irish shoppers visiting Lidl, second only to Tesco in the market.
However, with no significant plans for new stores or no changes to the line-up of products, we needed to develop new strategies to grow the Lidl business, particularly as we were at almost saturation point in terms of penetration given Lidl's footprint.