The recent change in the VAT rate for basic food from 15% to 12%, which came into force on 1 January 2024, was supposed to bring lower prices to customers. Although some chains have reported more significant price drops, customers often continue to feel that prices remain high. In Lidl, the situation is particularly characterized by the fact that even small discounts marked on products significantly attract the attention of buyers.
Customers in shock: Minimum discounts as a marketing ploy?
A visit to Lidl can be a frustrating experience for many customers, especially when they discover that the discount advertised by the supermarket is actually only a few pennies. An example of Pilos semi-skimmed milk, the price of which was reduced from CZK 18.90 to CZK 18.80. A ten dollar discount on a product that sells in the thousands every day raises questions among consumers about the true value of these promotions.
Customer experience and dissatisfaction
Not only do some customers leave the checkout feeling disappointed at the minimal savings, but sometimes the discounts are so small that they are almost unnoticeable without a close examination of the price tag. The case of a customer who saved only three crowns on a kilogram of turkey cutlets clearly shows how minimal discounts can lead to frustration and disillusionment.
Also read: Lidl has started selling solar panels for the balcony. Everyone can now generate electricity for free
How Lidl responds to customer concerns
In response to these complaints, Lidl insists it is transparent in its pricing. Eliška Froschová Stehlíková, Lidl’s head of corporate communications, emphasizes that customers are always informed about the old and new price of the product. Nevertheless, customer experiences sometimes say the opposite, which leads to questions about the effectiveness of these measures.
Why are these practices problematic?
Marketing strategies such as those used by Lidl are legal but can be seen as misleading. Customers who are lured by promotional discounts may end up feeling that their trust has been abused, even if these are legitimate business tactics. This can damage the merchant’s reputation and affect customer loyalty in the long run.
Read also: Lidl sold a big “delicacy”. The Czechs bought it in bulk, but horrible things were found in it
Transparency and true value of offers
It is important that chains such as Lidl reconsider their approach to discounting. Transparency and the real value of offers should be a priority to maintain customer confidence. In times of rising prices and financial uncertainty, customers appreciate true and significant discounts that make a real contribution to their household budget.
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