Myth Busting: Separating Fact from Fiction to Combat the Discounters
Since landing in the US last summer, Lidl has opened 50 stores, and plans to top 150 by July 2018. The retailer claims to price products up to 50% lower than competitors. By 2022, Aldi is investing $5 billion to remodel its stores and open more, for a total of 2,500 locations – to become the third-largest food retailer in the US by store count, behind Wal-Mart and Kroger.
These and other discount retailers are quickly adapting to meet the changing consumer perception of “discount” – “value and unique” not “cheap and basic.” These market moves signal a potential price war, reminiscent of what Europe retailers experienced. Without a strategic pricing and promotions approach, this could mean tough times ahead for some retailers.
Join Retail Leader’s Mike Troy and David Ciancio, dunnhumby’s Global Customer Strategist to learn about:
- The current state of Discounters in the U.S.
- Which common myths about the Discounters are true or false
- Best practices from retailers around the world that successfully defended their market share against Discounters, to retain customers and improve sales