Lidl shifts marketing approach to fit U.K. market

08/28/2014 | Guardian (London), The

German grocery store chain Lidl will stop delivering promotional fliers to homes in the U.K., shifting its advertising focus to TV spots and social media in a new $33 million campaign. "We needed to change to become more of a British retailer not just by what we offer and our quality and price perception but how we engage with our customers," said Ronny Gottschlich, U.K. managing director.

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Guardian (London), The

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