{"id":4164,"date":"2019-10-31T18:49:00","date_gmt":"2019-10-31T17:49:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/the-uco-of-the-week-lidl-micromarket\/"},"modified":"2025-03-15T17:59:04","modified_gmt":"2025-03-15T16:59:04","slug":"locni-de-la-semaine-lidl-micromarket","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/locni-de-la-semaine-lidl-micromarket\/","title":{"rendered":"L\u2019OCNI de la semaine : Lidl Micromarket"},"content":{"rendered":"\n
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Ouvrez un petit magasin Lidl chez vous et devenez des \u00ab Lidlers \u00bb ! C\u2019est la proposition singuli\u00e8re que l\u2019enseigne allemande a d\u00e9cid\u00e9 de faire \u00e0 ses clients les plus fid\u00e8les en Su\u00e8de. Le concept de Lidl Micromarket ? Proposer aux habitu\u00e9s de devenir des ambassadeurs, en organisant chez eux un repas 100% Lidl avec des amis peu convaincus par la promesse \u00ab high on quality, low on price \u00bb vant\u00e9e par la marque. Pour cette soir\u00e9e conviviale, l\u2019enseigne a tout pr\u00e9vu : des aliments frais pour un d\u00eener de trois plats pouvant accueillir jusqu\u2019\u00e0 six personnes, des v\u00eatements de marque Lidl, des casquettes de baseball, des pancartes de magasins et m\u00eame une playlist sur Spotify !<\/p>\n

Un bel exemple de la strat\u00e9gie de Lidl pour se distinguer dans un pays o\u00f9 la marque occupe une place de challenger, derri\u00e8re les acteurs historiques ICA AB et Co-op Food : parier sur la cr\u00e9ativit\u00e9 plut\u00f4t que de c\u00e9der aux d\u00e9penses marketing massives.<\/p>\n

Avec Lidl Micromarket, l\u2019image de Lidl Su\u00e8de est associ\u00e9e \u00e0 celle d\u2019un prestataire utile, offrant des aliments frais, pour un budget modeste, mais aussi \u00e0 celle d\u2019un magasin de l\u2019agr\u00e9able, \u00e0 l\u2019origine de moments conviviaux.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n D\u00e9couvrir la qualit\u00e9 et les petits prix Lidl <\/h2>\n
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La campagne drive to store \u00ab\u00a0Lidl Micromarket\u00a0\u00bb\u00a0a pour objectif de permettre \u00e0 un plus grand nombre de Su\u00e9dois de d\u00e9couvrir la qualit\u00e9 et les petits prix Lidl. Toutes les composantes d\u2019une campagne de marketing d\u2019influence sont\u00a0au rendez-vous\u00a0: une communaut\u00e9 d\u2019ambassadeurs sollicit\u00e9e qui \u00e9vang\u00e9lise ses amis\u00a0; des mini spots au ton d\u00e9cal\u00e9 et fun sur YouTube\u00a0; la cr\u00e9ation par ces m\u00eames ambassadeurs de vid\u00e9os qui seront int\u00e9gr\u00e9s ensuite dans la campagne de publicit\u00e9\u2026 Autant d\u2019outils \u00e0 l\u2019efficacit\u00e9 prouv\u00e9e, mis en \u0153uvre pour grossir les rangs des fid\u00e8les convaincus.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Miser sur la valeur relationnelle pour mieux booster la valeur transactionnelle <\/h2>\n
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Dispositif complet et cr\u00e9atif, Lidl Micromarket\u00a0offre aux Lidlers et leurs amis l\u2019opportunit\u00e9 de passer un moment agr\u00e9able ensemble, en d\u00e9gustant de bons produits frais. Une soir\u00e9e chaleureuse et gourmande, dont ils se souviendront. Une exp\u00e9rience forte, qui nourrira chez les uns, et suscitera chez les autres, l\u2019attachement \u00e0 la marque. Le Retail physique \u2013 ici recr\u00e9\u00e9 chez un particulier \u2013 est, par excellence, l\u2019endroit qui peut permettre la cr\u00e9ation de ces liens.<\/p>\n

Lidl Su\u00e8de mise ainsi sur la valeur relationnelle, pour mieux booster ensuite la valeur transactionnelle. Si le pari est r\u00e9ussi, les amis anciennement sceptiques iront en magasin demain, pour y faire leurs courses.<\/p>\n

 <\/p>\n

Thierry Strickler<\/a>, Retail Market Intelligence Lead chez Altavia.<\/em><\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

En Su\u00e8de, une nouvelle campagne de communication baptis\u00e9e \u00ab Lidl Micromarket \u00bb vient d\u2019\u00eatre lanc\u00e9e par Lidl. L\u2019id\u00e9e ? Solliciter ses clients les plus fid\u00e8les pour qu\u2019ils organisent, chez eux, un repas 100% Lidl avec leurs amis.<\/p>\n","protected":false},"author":10,"featured_media":3381,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[196],"class_list":["post-4164","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nOCNI Lidl & Micromarket Innovant - Altavia<\/title>\n<meta name=\"description\" content=\"Lidl innove avec un micromarket intelligent en libre-service. 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