Retailer sends out 4m ‘smarter shopping’ cards to shoppers, signalling that discounters are feeling pressure from supermarkets’ fightback

Lidl has begun testing a loyalty scheme in Scotland as the discounter tries to keep up the pace of growth in the face of a fightback by major supermarkets.

The German-owned chain has sent out 4m “smarter shopping” cards by direct mail, through newspapers and via its 90 Scottish stores – less than a year after it took out full-page adverts mocking Morrisons’ Match & More loyalty card. The ad focused on the many stages Morrisons shoppers needed to go through to secure the scheme’s promise to match Lidl’s prices.

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Source: The Guardian Circular Economy RSS