An ‘own goal’ or the right decision? Experts react to Lidl’s victory over Tesco
Molly InnesHas Lidl scored an own goal in its victory over Tesco, or does this signify a change in how brands and retailers market themselves?
Has Lidl scored an own goal in its victory over Tesco, or does this signify a change in how brands and retailers market themselves?
Following a legal battle between the two retailers, the High Court has ruled Tesco copied Lidl’s logo to “deceive” customers.
Are retail media networks driving changes to loyalty schemes as shopper data becomes essential to supplier relationships?
Through initiatives such as Clubcard Prices, its price match and everyday low prices schemes, Tesco has “materially eroded” the price difference between itself and the discounters, CEO Ken Murphy claims.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
As National Apprenticeship Week kicks off today (6 February), Marketing Week reveals just under a fifth of brands don’t see the value in hiring marketing apprentices.
Some 75 head office employees have been made redundant, with the full impact on the marketing team yet to be confirmed.
Supermarkets have reported strong Christmas results despite economic headwinds, but analysts say for the traditional grocers, this good fortune is unlikely to last.
Some customers also switched to discounters Aldi and Lidl over the festive period, but for Tesco this was more than offset by gains from other supermarkets.
The grocer’s own research suggests more than a third of consumers (36%) feel Christmas is more important this year than previous festive seasons.
Retail like-for-like sales increased 3.2% over the first half of Tesco’s fiscal year. However, with inflation driving up business costs, adjusted operating profit was down 10% to £1.25bn.
Tesco Mobile has increased its customer base by more than 10% since launching the ‘Supermarket Mobile’ platform, but the brand’s chief customer officer Rachel Swift says there is still plenty of headroom to grow among Tesco customers as it launches its latest campaign.
Tesco and Sainsbury’s price-matching to Aldi. Amazon drawing comparisons to Tesco. Asda matching to Home Bargains. Is the trend for positioning with – rather than against – rivals a good idea?
The retailer has also reported “sustained improvement” in its overall brand health as a result of its actions during the pandemic, leading to market share growth.
Tesco has reported “good progress” on the four strategic priorities it laid out in October, with improved value perception, Clubcard penetration and an expanded convenience proposition.