The Lidl Phenomenon
“The Lidl Phenomenon” is an intensive integrated communication campaign focused on the fast and satisfying shopping experience at Lidl.
The campaign ran from October 2021 to January 2022 and aimed at distinguishing Lidl in a highly competitive environment, highlighting the main benefits of the retailer.
To achieve this, Lidl Bulgaria, together with Pragmatica Marketing Agency, conducted a survey among its customers in order to make an assessment of the shopping time and the customer experience in Lidl stores. The results showed that 19 minutes is the average time for shopping in Lidl stores. As for the customers’ feedback – it showed that they associate Lidl with positive emotions and satisfying shopping experience, as well as excellent quality at a good price.
Having this results and survey data, we conducted an integrated communication campaign to present the benefits of shopping at Lidl. The campaign integrated marketing and PR tools, with the following focus: the average time to shop at Lidl is 19 minutes. This saves customers money and time to spend on things that are really important to them.
To reach wider audience, we used a mix of traditional tools and channels, complementing them with modern tools such as influencer campaigns, author materials, participation in Ecommerce and Retail Summit and a special media project with STORiO, presenting the results of the study and the key features of Lidl’s business model that distinguish it on the Bulgarian market and contribute to the success of the retailer.