Metro Group’s Media Markt has teamed up with Lidl in Spain as part of a promotional campaign.
As reported by Planet Retail, Lidl is featuring in Media Markt’s ‘Folleto Loco’ brochure this week, offering discount coupons: for €50, consumers can buy a Lidl voucher worth €70, which is redeemable in May.
Barclays European Food Equity Research commented on the move by saying, “It is rare to see a discounter collaborating with another retailer, but this promotion could be considered a win-win opportunity for both parties.”
It added that the campaign “should help attract price-savvy customers – which is the target clientele for both retailers - but would not create substantial conflict since their product ranges are largely not overlapping.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones
