Lidl
One of Europe’s leading discount supermarket chains, known for offering quality groceries and great value through a mix of fresh produce, national brands, and private labels.
Objective
Lidl decided to pause the delivery of its weekly promotional flyer to households in the province of Utrecht in early 2023, while continuing to send it elsewhere in the Netherlands. They wanted to see how this change would affect customer shopping habits and spending, especially to understand how important the flyer really is for keeping customers engaged.
Results
- Total grocery spend at Lidl dropped by 7.7% among households that stopped receiving the flyer.
- Units purchased decreased by 6.1%.
- Spending on promoted items fell by 4.6%, and on non-promoted items by 6.3%.
- Number of shopping trips to Lidl dropped by 2%.
- Meanwhile, households increased spend at other retailers by 6.2%, without shopping more frequently, indicating a loss of market share for Lidl.
- Primary Lidl shoppers maintained stable behaviour, but occasional Lidl customers reduced spend by 8.8% and shifted purchases to other stores, underscoring the flyer’s role in retaining infrequent shoppers.
