Discount Retail Chain Lidl Poland has started to use the marketing tool that Biedronka had previously used for many months. Such an opportunity was given to him by the results of the August study of the ASM Salesforce Agency price basket, according to which it was Lidl that was the cheapest chain in the country.
"Lidl is the cheapest store in Poland", this slogan from the latest promotional leaflet of the German discount chain has been validated by the results of the latest August price basket survey carried out periodically by ASM.
Lidl is cheaper than Biedronka
Lidl's message does not end there. The discounter also emphasizes its advantage over Biedronka, informing customers that it was 50 percent more expensive than it. The communication also strongly emphasizes the difference in how much a basket consisting of the most popular everyday items costs on average at Lidl and Biedronka.
The August ASM survey shows that in Biedronka you have to pay PLN 272.85 for it, while in Lidl it is PLN 183.55. This means a difference of almost PLN 90, which it must be admitted can impress consumers.
Lidl did not have such good results as the latter in the aforementioned study for a long time. Only in June this year, it even took the last place out of 13 monitored grocery chains, and in July this year I managed to jump to the third place from the bottom.
Biedronka will come
The situation was different with the Biedronka chain, which for several months had been using the slogan "Biedronka the cheapest among discounters" in its marketing communication and based it on the ASM survey.
In the last ranking, Biedronka did not fall as low as Lidl before, it was in the No. 3 position.
The No. 2 place was taken by Auchan, which had been leading this ranking for a long time, and in August for the first time had to acknowledge the superiority of Lidl. However, the difference in the average basket value between these chains was not too large. In Auchan, it was more expensive than in Lidl by less than PLN 14 (its value was PLN 197.20).
Read more: Lidl runs on Biedronka fuel. The chain boasts about the results of the ASM study, which until recently was carried on its banners by its fierce rival (wiadomoscihandlowe.pl)
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