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Netherlands: Lidl overhauls Discount Strategy, scraps Multi-Buy Deals

Discount Retail Chain Lidl Netherlands is discontinuing bulk discounts and 'buy one get one free' promotions on food products.


The supermarket chain highlighted that these offers often obscure the true price of items, adding that it is asserting its commitment to providing transparent pricing for every product to all customers.


By removing these incentives, Lidl aims to make the actual cost per product clear, ensuring customers know exactly what they are paying without perceived 'bargains' that can artificially inflate individual item prices.


This move aligns with long-standing calls from organisations such as the consumers' association, foodwatch, and think tank Questionmark, which have urged the Dutch government to restrict bulk offers.


Proactive Industry Leadership

Lidl has previously engaged in constructive dialogue with the consumers' association on this matter and has now decided to take proactive industry leadership.

Peter de Roos, CEO of Lidl Netherlands, explained, “Free isn’t free. The Netherlands has gone too far with offers. Offering a second item for free or providing bulk discounts gives the impression of a benefit, but in practice, customers are often disappointed.

“The true price of a product should be central so that shoppers know exactly what they are getting.”


Srdan Markov, CMO, added, “It should be easy for customers to know the true price of a product. As a discounter, we are proud of our prices every day. We do everything we can to keep them as low as possible without compromising on quality.”


Gustaaf Haan, director of programmes at the think tank Questionmark, praised Lidl for its leadership, “We know from research that these types of promotions lead people to spend more than they intended and drive up the regular price of groceries.


“It is no coincidence that such promotions are already restricted in the United Kingdom. Lidl’s move can inspire the government to protect Dutch consumers from bulk discounts as well.”



 
 
 

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