Germany: Lidl expands its Customer Value Proposition (CVP)

Discount Retail Chain Lidl Germany is expanding its customer value proposition by offsetting daily mobility costs for German consumers through several major initiatives:

• Free Gas Campaigns: Started a promotional campaign in Berlin (expanding to other cities) where Lidl covers the cost of fuel at select gas stations.

• EV Charging Discounts: Offering Lidl Plus app users a 38% discount on electric vehicle charging, lowering the price to 27 cents per kWh for a month.

• Fuel Voucher Giveaways: Recently invested nearly €5 million to distribute 33,000 Shell fuel vouchers, each valued at €150.

The Big Picture: By tackling expenses outside the grocery aisle, Lidl is strengthening its price positioning, easing cost-of-living pressures, and weaving itself into the daily lives and loyalty of its customers.

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