Netherlands: Lidl explains Discount

Discount Retail Chain Lidl (owned by Schwarz Gruppe) explains its discount story:

1. Price: Dare to choose for simplicity

At Lidl you will find the highest quality for the lowest price. Apparently a paradox that raises questions for many. How does Lidl do that?

See here for more: https://www.youtube.com/watch?v=Pn4SpomFXzA

2. Quality: Only the highest quality

How is it possible a discounter wins awards with the highest quality category products?

See here for more: https://www.youtube.com/watch?v=SueewEld-UU

3. Volume: The largest supermarket chain in Europe

Why are discounters the largest supermarket chains in Europe?

See here for more: https://www.youtube.com/watch?v=z85UZT_M-8g&t=20s

4. Fresh: Fruit and Vegetables

Why does Lidl win awards as 'Best Supermarkets in Fruit & Vegetables'?

See here for more: https://www.youtube.com/watch?v=lRwZ-ObmiGc

(Sorry, it is in Dutch)