For discount retailers, price used to be the positioning.
Today, the picture is much more interesting.
In a recent interview, Lidl Switzerland describes how its brand has evolved from pure price leadership towards a broader proposition built around:
• Price
• Freshness
• Quality
• Regionality
• Sustainability
• Customer experience
And there is an important marketing lesson here.
Value is becoming multidimensional.
Consumers still care deeply about price, particularly in grocery.