By Joel Albrizio, President, Adlife Marketing & Communications
"Lidl Builds An Image Of Quality"
In the retail food industry the lowest price is every retailers goal. Price, price, price that seems to be the conceptual driving factor toward retail food survival.
Very few retailers today spend a whole lot of time thinking about the consumers thoughts of quality. It seems the low water mark is quality and the topic of discussion is price.
Why might Lidl be dangerous to the U.S. supermarket industry? Lidl has recognized the domestic retailer concentrates on price and so now Lidl preps its U.S. invasion with the conversation centered on quality.
So this low priced european retailer has great photography, talks the talk about quality in the process of building a solid brand image
The resulting confidence in the "Lidl Brand" will now invite the U.S. consumer to realize great pricing when reviewing price points or actually shopping a Lidl location they now trust.
"Branding" is an important part of what any company expects from its reputation. If Lidl sees quality in the forefront yet next to that great photograph employs the hot price point that spells trouble for a struggling U.S. supermarket retailer.
When we focus on each of our brands we must never forget the importance of the value proposition. We must develop programs that include quality, service & price. Focussing primarily on price while driving todays sales is great takes our collective eyes off of the important "Branding" of the trust factor.
Lets take a lesson from what Lidl is teaching all of us. When Lidl surveyed the domestic supermarket landscape quality seemed to be a talking point retailers didn't spent much time with.
Be careful when competing with a retailer who runs its locations on a lower gross profit yet opens the conversation with your customer about quality....that spells retail sales problems..
Many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At PreparedFoodPhotos.com & Adlife we believe great ideas and the resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion.
Yes, I understand I probably misspelled something or butchered the English language in a few places, the goal however was to open your minds to new ideas. Many thanks to Sharon Ferretti for her help with this article.
Joel Albrizio, President of PreparedFoodPhotos.com & Adlife
Follow Me On Twitter @joelalbrizio or right here on LinkedIn!
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