Aldi and Lidl have scotched suggestions that their customers are as promiscuous as a colony of rampant rabbits after a consumer study showed that neither discount chain is fostering shopper loyalty.
Despite building marketshare, only 10% of Aldi customers are content with the loyalty they are shown by the retailer. And, although its fellow Lidl has trialled a loyalty scheme, it seems this has not made its customers loyal either; only 16% of Lidl customers were happy with the rewards it offers.
According to the research, carried out by ICLP, customers of Tesco feel the love the most, with 37% of respondents saying they were happy with how Tesco rewards them for shopping there, meanwhile 34% said they were well-rewarded by Sainsbury’s.
And as well as coming bottom in the loyalty stakes, survey respondents said they did not trust the Aldi and Lidl with their personal data, either.
ICLP general manager Jason De Winne said: “The UK’s longer standing supermarkets are unlikely to benefit from engaging in a never-ending price war, and Aldi and Lidl have already built strong brand recognition for their deep discounts and no frills service. While their market share has reached impressive new heights, Aldi and Lidl lack a well-rounded relationship with their customers.”
But an Aldi spokesman hit back, saying: “Our customers are incredibly loyal to Aldi because we focus on consistently providing them with outstanding quality at the lowest grocery price in the UK, rather than confusing them with loyalty schemes or gimmicks.
Not to be outdone, Lidl also rubbished the report’s findings. The company said: “Over the years we have seen customer loyalty grow further, with shopping frequency and spend continuously increasing. Our very own online customer forum – My Lidl – demonstrates just how passionate our customers are.”
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