To encourage consumers to come and buy in its stores, Lidl has awkward communication. In these, the brand claims to offer less than its competitor Tesco. This prompted the Aldi group to file a complaint, accusing the German giant of false . Lidl still defended itself, but did not escape the sanction. The details through these few lines.
L’inflation bat son plein
Product prices continue to soar in European countries. France is no exception. Indeed, the health crisis added to the current context makes the life of the French particularly complicated. Reason why, the latter ensure their backs, by seeking by all means to save money.
It goes through the food products they buy in shops hard discount. Not only do they always choose those with the best value for moneybut also go to the stores with the most affordable prices.
As far as they are concerned, the brands are aware that they must constantly innovate to retain their customers. The fact is that a price battle has been raging for the past few months. To stand out, you need to have more than one trick up your sleeve. If Leclerc touts his anti-inflation shield, Lidl offers him a significant discount on some of his products.
False by Lidl
Reputed to be the king of bargains, Lidl is doing somehow despite inflation. Recently, the brand launched two advertisements which delighted customers. These stated that consumers could make significant savings by buying from the German giant. An enticing offer which nevertheless caused him some concern.
Indeed, in one of the advertisements, Lidl states that by shopping in its stores, consumers can save more than 35% compared to Tesco. Which would be wrong. Also, the ads are not specific enough. They do not sufficiently indicate the products concerned, namely the Scottish-themed range. What prompted the archyde news Standards Authority to come out an official press release.
“We considered that consumers (in Scotland) would be likely to have a broader understanding of the savings associated with the price differences offered by the two supermarkets, rather than being specific only to the basket of goods example, and that the same level of savings could be achieved more widely. Usually at a typical weekly store,” she announced.
Lidl forced to pull ‘misleading’ leaflet following complaint from Aldihttps://t.co/UAO2eTQxiy
— The Daily Record (@Daily_Record) July 15, 2022
This before adding:
“Because we had not seen evidence that this general level of savings could normally be achieved, we considered the advertisements likely to be misleading. »
In its defence, the German giant explained that it communicated on a selection of products and not on all. Something that, according to the chain of stores, customers have fully understood. For information, misleading advertisements can lead to serious penalties. According to the law, the author can receive a sentence ranging from up to 2 years in prison.
This is not a first at Lidl
As Aldi, Lidl and Tesco regularly compare their prices, this kind of situation often occurs. This was particularly the case in the United Kingdom about three years ago. Whilea battle over prices was raging, Tesco said in an advert, offered cheaper than Lidl and Aldi.
An ad that did not last long because it was deemed too imprecise. Indeed, the sign did not clearly indicate the references concerned. This is why justice took over the case and issued a broadcast ban. Same story in 2016. That year, Aldi said that by buying in its stores, customers could save big.
It claimed to offer cheaper products than competitors Morrisons, Asda, Sainsbury’s and Tesco. The affair very quickly turned sour and had the same finality as that of 2019. That is to say, the ad has been banned. Note that a recent study showed that consumers are increasingly turning to discounters.
Their aim being tosave as much as possible in a context where the cost of living constantly increasing. A boon for Lidl stores and its competitors.