With 23 years of experience at Lidl, Thiago Almeida, recently appointed head of the purchasing and marketing department in France, presents exceptional commercial initiatives. Its goal is to attract new consumers in the face of a slowdown in the growth of the discount brand.
Lidl, the German discount giant, known for its sustained growth, is facing a slight decline in market share, going from 7.4% to 7.1% in one year. To reverse this trend, Thiago Almeida, the new operational director, is emphasizing bold promotional campaigns. Its goal is to attract a wider clientele in its approximately 1,700 stores. Faced with a slowdown in growth and the impact of inflation, which particularly affects its often economically vulnerable clients, Thiago Almeida recognizes these challenges while remaining optimistic. Under his leadership, Lidl aims not only to maintain its reputation for value but also to become the first choice for its consumers, through unprecedented offers.
One of Almeida’s flagship initiatives is the exceptional promotion of Monsieur Cuisine Smart. In December, customers who will purchase this food processor, already sold more than 1.5 million copies in France, will be able to receive a full refund. This reimbursement will take the form of monthly vouchers of 30 euros, usable with no minimum purchase in Lidl supermarkets, essentially making the average monthly purchase free.
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Digital promotions and initiatives
In parallel, Lidl plans to distribute 100 million euros in discount vouchers, available to users of the Lidl Plus application. This operation, coupled with the inclusion of vouchers in the brand’s prospectuses, aims to strengthen Lidl’s price appeal, despite a slightly altered perception in 2023.
In addition, Almeida takes stock of the e-commerce site Lidl.fr, launched to sell non-food items, and which is already enjoying notable success, ranking 7th in terms of traffic in France. Although some aspects, like DIY sales or shipping costs, need adjustments, the overall impact of the site is promising. In response to consumer expectations, Almeida does not rule out the idea of extending the online offering to food products in the future.
Thus, under the leadership of Almeida, Lidl is embarking on a period of transformation, seeking to reinvent itself through innovative offerings and digital expansion, while remaining true to its mission of providing quality and value to its customers.
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A fashionista at heart, Dora has always dreamed of writing for fashion. After having accomplished her dream and much more, she redirects herself towards current affairs, whether celebrity,…