Lidl deserves inspiration today. It works well here and in the world, mainly because of smart marketing. Learn how to do that. I admit that a few years ago, to me Lidl was a downstairs icon for retail sales, which tries to tell customers that they can get quality goods for half the price. Today it is a little different. But I didn’t change my mind, Lidl came up with a new strategy and it seemed to work in his favor. Unlike the competition, he knows who his customer is. Other chains focus on everyone, or rather do not focus on anyone.
Lehits entrepreneurs are looking for inspiration everywhere. Even with a lot of competition. the important is. what does he do.
Then, of course, it is difficult for them to apply the knowledge about individual groups of shoppers and their needs. The result is a messy mix of events, promotions, loyalty programs, and deals that theoretically everyone can choose from, but given the lack of clarity and low appeal, many customers won’t even try.
Retro is popular
Time is included as a typical example of a good use of knowing customers Retro at Lidl. Customers can buy Lancet in the form it was at some point in the 1980s, which is made according to ČSN at the time, and other goods that we can call “socialist leftover”. Nevertheless, it is a success. It is known from research that commodity and branding habits are mainly formed in childhood, usually for a period of ten years. The Husak children, who are probably Lidl’s main customer group, have a habit that they bought and consumed from a young age. Of course including the appearance of the package.
“Knowing customers is the basis of a successful business.”
The competition is more in the news. There is an idea that the new will make it easier to attract the shopper. But the attraction isn’t the same as selling. In fact, customers who want to buy news are in a minority. And nowadays, the idea that a person who is attracted to new goods will buy at least something else is not up to date. With stocks saturated today, it is not paying off ( You can also read the e-book Lehits in-store marketing).
A low price strategy is no longer sufficient
Lidl chose not to be a “hard foe,” but his intention to change strategy gave him an opportunity to assess the market condition and behavior of other competing chains. So, not only did he join their side, he tried to be different, and stand out. In France, where he started with a new approach, Sales are at double-digit growth. The other entrenched competition definitely cannot boast of this.
However, the described experiment is not only related to threads. Traditional retail, who often takes an example from them unfortunately only lowers prices, will find enough inspiration at Lidl. The first and basic knowledge tells us this Low prices aren’t everything. If business success stops them, Lidl wouldn’t even consider abandoning this strategy. Moreover, with a new approach that does not rely primarily on lower prices, it will be difficult to increase the turnover by tens of percent.
What is essential in intuitive marketing: Do you know your customers?
Customer knowledge, thinking, and purchasing decisions are proving to be a much more important factor. Although traditional merchants are closer to shoppers than anonymous supermarkets (where more than half of the customers shop regularly), they often only follow their feelings or desires. For example, I’ve already written about retailers’ perception that their customers are the holders in their pockets. Instead, almost all shoppers like this.
The second factor is the use of this knowledge. Today, it works in such a way that traders trigger global actions that do not respond to the specific requirements of a particular group of clients. By their very nature, they attract the most buyers with the least sales. The application of knowledge, such as that related to the early habit of commodities and brands, is negligible. Many traders argue that such information does not reach them. Of course, if they were only betting on the attractiveness of prices and did not care about the thinking and needs of their customers, they would have no reason to look for something like this. Information is found here, for example on this website or at my booksBut he who does not need it overlooks it.
So it is necessary with this article. They bring inspiring motivators, but who will put them aside and who will work with them?
Get a handy overview
Therefore, knowledge of customers is the basis of business success. Imagine arriving at a gas station and finding “fuel” in all of the wings. No matter who you’re refueling from, you run the risk of getting stuck in the engine. If you only define your customers as “clients,” this is a similar situation. You risk a sales shift.
Then, of course, you have to ask yourself what you do to get to know your customers. I don’t mean now the fact that you might know some of them visually or even personally, but I do mean knowing what they buy and how they make decisions. I remember the case of a self-serve owner who ignored the fact that people go to the store to mainly buy snacks, so instead of a larger counter with delicacies, piles of drinks in PET bottles, packed in six, and washing powders in bags take up most of the space.
Often the phrase “I know my customers well” Unfortunately, it is just an illusion. Until you get information about their shopping behavior, it’s not about knowledge, it’s about impressions. It reminds us of the experience of a particular dealer who did not consider an elderly lady a VIP because she spends so little on every purchase. But when he discovered how much he could get in a year, he couldn’t believe his eyes. A customer buys in small quantities, but often, but does not notice it when he is busy. So having an overview is very helpful.
Marketing like Lidl
According to a Nielsen survey, currently, a total of 286 stores closed in 2015, most of them belonging to the smaller traditional store category. How many of them would last if their owners knew and wanted to deal with information about their customers?
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