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Posts tagged with Lidl

How grocery retailers use email to convert new customers

In recent weeks I’ve been conducting various user tests on grocery store websites, and in the process I’ve registered my details with most of the UK’s biggest brands.

My inbox is now slowly filling up with welcome emails and other marketing messages trying to lure me back to their ecommerce sites.

1 comment

How Lidl used storytelling to alter the brand perception

One of the big news stories in UK retail last year was the massive growth of discount grocery stores Lidl and Aldi.

Lidl’s success can be at least in part attributed to its neat #LidlSurprises campaign, which managed to change its brand image by cleverly challenging the public’s perception of its products.

4 comments

Nine of our favourite social campaigns from September

As a new month begins it’s time to look back and round up some of the most noteworthy social campaigns we’ve seen in the last 30 days or so.

This time it includes Burberry, Topshop, Peugeot, Paddy Power, Stonewall, Grant's Whisky and new Instagram ads.

Paddy Power is among the brands that will be speaking at Econsultancy's Festival of Marketing in November. The two-day celebration of the modern marketing industry also features speakers from LEGO, Tesco, Barclays, FT.com and more. 

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Lidl logo

Aldi vs. Lidl: how do they use Facebook and Twitter?

Lidl surprised consumers in the UK recently with its new TV campaign that aimed to alter perceptions of the brand.

Popular opinion suggests that you get what you pay for at Lidl, so the products match the low, low prices.

However the #LidlSurprises ads play on that image by showing consumers who are pleasantly surprised at the quality of the retailer’s various produce.

The campaign comes as the grocery chain is plotting a £220m UK expansion that will help it to further capitalise on its already soaring sales figures, with revenue expected to reach £4bn in 2014 up from £2bn in 2010.

It’s rival for the crown of the people’s favourite budget retailer comes in the form of Aldi, which achieved sales growth of 35.3% in Q1 2014.

Both retailers have been trying to reinvigorate their marketing with a focus on digital and social media, so I thought it would be interesting to see what Lidl and Aldi are up to on Facebook and Twitter...

2 comments
Lidl logo

Four reasons to admire the #LidlSurprises campaign

Earlier this month Lidl unveiled its new £20m brand campaign aimed at altering the public’s perception of its products.

It marks a step change in the company’s marketing strategy, as it had previously relied on door drops and leafleting to get across its price message.

Lidl will now focus on TV ads and social as a way of communicating with its customers.

The campaign comes as the grocery chain is plotting a £220m UK expansion that will help it to further capitalise on its already soaring sales figures, with revenue expected to reach £4bn in 2014 up from £2bn in 2010.

All the activity is centred around #LidlSurprises, with TV, print and in-store promotions all sporting the hashtag.

We’ve all been reasonably impressed with the campaign at Econsultancy (Ben Davis in particular), so I thought I’d elaborate on what makes it so impressive.

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Internet marketing stats: 10 of the best we've seen this week

Here it is everyone, your bi-weekly dose of digital marketing stats.

This week it includes Tumblr's influence on TV engagement, PPC, Facebook marketing, Reddit's referral traffic and the Internet of Things.

And for more statistical goodness, download the Econsultancy Internet Statistics Compendium...

2 comments
Harvey Nichols Sorry I Spent it on myself

10 UK Christmas adverts with the highest social engagement

Predictably John Lewis currently retains the highest social engagement for Christmas ads, but for how long?

As of 10 December 2013, the John Lewis ‘The Bear and The Hare’ ad has achieved 10.3m views, and just over 1m engagements (likes, shares or comments).

However, its engagement-per-thousand-views (EPM) has dropped to 101, from 393 in four weeks.

This seems logical. The more popular and ubiquitous a video is, the less likely that people will bother sharing it as they feel they’re just adding to the noise of what we’ve already seen. 

Interestingly though, this viral complacency may lead to a pre-Christmas upset. 

4 comments