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Lidl launches a new version of its successful food processor

2021-11-19T10:09:49.901Z


The German distributor continues to play on cleverly orchestrated communication campaigns to succeed in changing its brand image. The release of this new model is scheduled for December 6.


More than two years after releasing a first version of its

limited-edition

Monsieur Cuisine

food processor

, Lidl is setting the table again.

The German distributor unveiled Wednesday, November 14 a new version of the device slightly modified and improved.

While the release date is scheduled for December 6, the announcement has already caused a reaction on social networks as the first model, which was marketed in June 2019, had triggered crushes and riots in stores.

Sold 349 euros against more than 1000 for most food processors at the time, the product defied all competition, without suffering from a poor image quality.

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Lidl has also decided to include in the “

Monsieur Cuisine Smart

” the same elements that made the success of its predecessor;

a price still low compared to the rest of the market (399 euros) and similar features.

A habit of buzz

The distributor is an expert in punching operations on its products: at the end of 2020, a pair of sneakers, sold for 12.99 euros in limited numbers, had aroused all the envy, to such an extent that the shelves had been emptied in a few minutes. . A few hours later it could be found on resale sites for several hundred or even several thousand euros. Each time, it is a buzz for Lidl which allows it to gradually change its brand image. Formerly seen as a German hard discounter among others (Netto Marken-Discount, Aldi ...), the group has now succeeded in attracting a variety of customers who do not come just for budget reasons.

A change far from obvious, as Elisabeth Cony, expert in mass distribution and founder of the Madame Benchmark site, explains: “

Lidl almost only sells its own brands, but the French consumer is very sensitive to stability and than towards the products he knows

”. It was therefore vital for the chain to attract the customer while the latter “

got

used to it

”, “

they therefore played a lot on the non-food sector to create objects of appeal

”. The latter are particularly attractive products, on which the store makes little or no margin, but which attract the customer with the bet that once in the store, the latter will do the rest of his shopping at Lidl. "

Today, they have an image of confidence in the non-food sector and of inexpensive quality

, ”underlines Elisabeth Cony.

Read also Jacques-Olivier Martin: "The revenge of small grocers on mass distribution"

One of the consequences for the distributor of only selling its own brands is the possibility of dictating the specifications and the commercial direction of the latter. This is what allows him to take bold bets. “

The central regularly offers us new products and each country is free to order them,

” explains Michel Biero, executive director of Lidl France. The key to flops: “

we tried to launch

clothes in partnership with Heidi Klum

. It didn't last long,

”he recalls. But also clear successes, some of which were not really planned. "

The sneakers I didn't believe in and therefore I didn't order any at first unlike Belgium

», Recognizes Michel Biero.

The risk of bad buzz

Be careful, however, a bad operation is never far away and "

Monsieur cuisine

" only brings back good memories.

A few days after its release, a hidden microphone was discovered in the device.

Lidl then explained that "

when the developers launched the Monsieur Cuisine, it was planned that the device be controllable by voice

".

A feature finally abandoned but brought up to date in the new version.

Similarly, the touchscreen of the previous robot used a dated operating system, Android 6.0, whose latest security fixes had been made more than two years before the device went on sale.

This version was therefore vulnerable to attacks.

Read also The puzzle of consolidation in mass distribution

Finally, the emblematic manufacturer of German kitchen machines, Thermomix, had attacked its competitor for patent infringement in several countries including France and had succeeded in obtaining its withdrawal in Spain.

Source: lefigaro

All news articles on 2021-11-19

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