As of: February 12, 2024, 9:47 p.m
By: Andreas Jäger
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The discounter Action achieved a sales increase of 27.8 percent.
© Michael Gstettenbauer/Imago
The discounter Action achieved higher sales than Lidl for the first time - this shows how the market power of traditional German retailers is increasingly dwindling.
Berlin - Action is the name of the new star in the discounter sky - because, as the
food newspaper
reports, the Dutch retail chain achieved more sales in the non-food sector for the first time last year than its German competitor Lidl.
Action increased sales by 27.8 percent to 11.3 billion euros, while Lidl's sales in the non-food sector were only ten billion euros.
The first Action branch was opened in Germany in 2009
Founded in 1994 in Enkhuizen, the Netherlands, Action soon conquered the local market - with a wide range, from decorative products to household goods and fashion items.
Action opened its first branch in Germany in 2009, and many more sprouted up in the following years.
The concept: appeal to as many customers as possible with a large selection.
“This is the action effect,” the retailer writes on its homepage.
And this concept seems to be working - which is causing unrest among other market participants such as Lidl and Aldi.
Because of the growing competition in the discounter segment, they are increasingly losing some of their market power in Germany.
And that's not just because of Action, but also because of other competitors like Woolworth and Pepco.
Aldi and Lidl are trying to counteract this with a special strategy
The large German discounters are recording declines in sales, particularly in the non-food segment.
Which is why we are now working on a special strategy for this business area: According to
thefood newspaper
, customers who buy coffee machines for 400 euros at Lidl in Italy will receive a 400 euro shopping voucher as a thank you.
And Aldi advertises high discounts, such as 70 percent on bench drills or 57 percent on tool cases.