What have the German providers done so well? Almost everything, especially Lidl, which ideally combines its offerings with house brands and traditional names, many from Switzerland. Swissness is convincing, where local providers are prominently integrated into the offering and where the themes are also ideally implemented in the elaborate advertising and skilful sponsorship. Lidl is everywhere. There is Anita Buri, there are the wrestling champions, there is the celebrity america rcs data chef. Charitable institutions can rely on Lidl, they provide generous help. Environmental protection is practiced, a lot is invested.
Lidl has managed to credibly convey Swissness, including with the Swiss cross in its print logo. the trump card that they use worldwide - both groups have around 11,000 supermarkets each: non-food offers that make sense. And in tests, including in the Kassensturz program, the retail giants are almost always at the top, if not number 1.
In stark contrast to everything, Spar is hardly noticed, even though the well-known chain with almost 200 branches is visible. Lidl and Aldi can pop the corks and celebrate with their cheap champagne and sparkling wine. A huge amount has been achieved with relatively few supermarkets. The competition has to keep up.