At a time when Portuguese families seek to cut in everyday expenses, the promise of significant savings in supermarket purchases gains new importance. It is in this context that the latest ads of one of the Portuguese ‘favorite’ supermarket chains of the Portuguese arise, with messages like “no price is by chance” and “for each small price there is a big reason”, appealing to consumers’ attention concerned with the monthly budget.
Efficiency as a savings strategy
The German Chain Lidl justifies its low prices compared to other supermarkets based on careful management and an operational structure based on efficiency. Among the arguments, it stands out the direct purchase to suppliers and on a large scale, which allows you to negotiate more advantageous prices.
In addition, the arrangement of products in card boxes on the shelves simplifies replacement and reduces the necessary working time. Also the shorter beads are part of the equation: less paper and lower print costs.
According to Lidl, quoted by Zap Notícias, all this translates into a cheaper operation and, consequently, a more attractive value proposal for customers.
An analysis that compares thousands of articles
To support your campaign, Lidl made a comparison with three other supermarket chains in Portugal, its largest competitors: Continent, Pingo Doce and Mercado. The analysis took place in February and included more than 2,000 own brand articles.
The products were grouped into six distinct kites, each representing a different typology of consumption, which allowed to evaluate prices segmented and closer to the real purchase behavior of customers.
Expressive difference in the final accounts
The results presented are clear. According to the data collected by Lidl, when adding the six kittens, purchases were 715.48 euros cheaper compared to the continent.
Given Pingo Doce, the difference was 591.95 euros, and in the case of the market, the savings was in the 488.39 euros.
These values, according to the company, show that the consumer can save a significant amount when opting for their own brands available on Lidl shelves instead of those available in supermarkets of other brands.
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Almost 600 euros on average savings
Given the average of the calculated savings compared to the three competitors, the Lidl concludes that it is possible to save 598.61 euros in the articles considered in this analysis.
For many Portuguese families, especially in a context of price increases and loss of purchasing power, this value can represent an important clearance in the annual budget, the same source concludes.
Fresh meat also enters the equation
In addition to the general analysis of the kitchen, the Lidl highlighted a specific sector: the fresh packed meat. Also here guarantees lower prices than direct competitors.
In this case, savings from the market was 54.29 euros, while in relation to Pingo Doce was in 71.69 euros. Compared to the continent, the difference was even greater: 135.09 euros.
In total, the average savings in this segment was 87.02 euros, reinforcing the Lidl position as an economical alternative also in packed meat.
APPEAL TO THE ATTENTRATE CONSUMER
With this campaign, Lidl seeks to assert itself as a price leader in the large distribution sector in Portugal, especially in the segment of its own brands, says.
By publicizing concrete data and direct comparisons, the company intends to capture the attention of an increasingly vigilant audience regarding the supermarket accounts.
Still, as always in these cases, it is up to each consumer to check on the ground if these differences are confirmed in their daily purchases.
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