In 2016 Lidl spent more money on advertising than any other large-scale retailer in France, Business.BFMTV.com has reported.
This is the result of a massive 40% like-for-like increase in its advertising budget, with a total of €415 million spend on its promotional activity for the year.
The next-largest budget for a supermarket chain was E.Leclerc, with €325 million, while Lidl France’s expenditure also makes it the top-spending company in all sectors, with the exception of Renault.
Speaking to BFMBusiness.com, director of buying for Lidl France Michel Biero said that the retailer is in a process of ‘democratising luxury products. We want everybody to have access to this world, not just the Parisian élite.’
Among the luxury SKUs that have proved popular among its clientele have been bottles of Dom Pérignon champagne (€129) and 15-gram boxes of caviar for €10.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up for ESM: The European Supermarket Magazine
