Myth Busting: Separating Fact from Fiction to Combat the Discounters

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By Retail Leader - 04/10/2018



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





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