Lidl faces consequences after implementing discount strategy
Lidl, the popular discount store, has found itself in the midst of controversy over its recent price reduction promotion. The promotion, touted as "the biggest price reduction in Lidl's history," has been criticised by trade experts and consumer advocates for its lack of clarity and potential misleading nature.
Consumer Advocates Hamburg, a consumer protection organisation, has filed a lawsuit against Lidl, alleging that the promotion is unfair and misleading. The lawsuit, however, appears to be shrouded in mystery, with no publicly available updates or details about its current status as of July 27, 2025. To obtain the latest information, one would need to check official court records from Hamburg, press releases from Consumer Advocates Hamburg, or Lidl's corporate communications directly.
Armin Valet, a food expert from Consumer Advocates Hamburg, has been vocal about the lack of clarity in Lidl's advertising. He contends that crucial details about the savings are only available to customers in a footnote, making it difficult for consumers to make informed decisions.
Stephan Rüschen, a professor at the Dual University of Baden-Württemberg in Heilbronn, echoes Valet's sentiments, calling the advertising "unlucky." Rüschen found only about 300 reduced articles in a Lidl branch, significantly less than the 500 items Lidl announced it would permanently reduce in price at the end of May.
Lidl has rejected these accusations, stating that the number 500 refers to the number of individual articles reduced in Germany. However, the specific products that have been permanently reduced in price remain unclear, according to Valet.
The advertising campaign for the price reduction has been met with criticism, with many questioning the actual savings consumers can expect. According to the price comparison app Smhaggle, customers save hardly anything through the discount action, with the average savings per purchase estimated to be about two percent.
The savings effect is significantly lower than consumers assume when they hear the advertising message, according to Rüschen. Many products at Lidl have only become a few cents cheaper, raising questions about the effectiveness of the promotion.
The Regional Court of Heilbronn is responsible for the case due to Lidl's corporate headquarters. As the legal proceedings unfold, consumers and industry experts alike will be watching closely to see how this controversy will impact Lidl's reputation and future promotions.
Industry experts and consumer advocates are questioning the transparency of Lidl's finance practices in the retail business, following the controversy over its recent price reduction promotion. The lack of clarity in the promotion's advertising strategy has raised concerns about misleading customers, as crucial details about the savings are allegedly not easily accessible.
