Victory for the discounters: Poundland and Lidl scoop major awards
There was a double shock for brand snobs at the Grocer Gold Awards last night. Lidl took the coveted title of Grocer of the Year, while Poundland picked up a surprise award for its make-up range.
This was the first year that Lidl took the title, and the understandably proud UK Chief Executive Ronny Gottschlich pointed out that it reflected the fact that "More and more people are coming to Lidl for their full supermarket shop."
The Grocer Editor, Adam Leyland, who presented Lidl with the award, said it had been a huge year for the chain, "in which it reinvented itself and executed a number of brave decisions with aplomb. Lidl's savvy, witty and modern approach to marketing has changed perceptions about this previously reclusive retailer."
He added: "Lidl has proved it is no longer the poor cousin in its category, living in the shadow of Aldi, with stellar growth supported by a strong pipeline of new stores."
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Poundland
Poundland meanwhile stood out among the other winners. James Halliwell, features editor for The Grocer, told AOL: "Cosmetics are a rarity in the Grocer Gold Awards, even more so in own label, but this didn't stop Poundland's Make Up Gallery from storming to victory. The 144-strong range – including nail varnish, mascara, concealer and lipgloss – would be right at home in the most prestigious department store, making the range's £1 price point genuine value for money."
The Makeup Gallery range was launched by the discount chain in October, and by December over a million items had been cleared from the shelves. Many of the stores were having to order extra stock to keep pace with demand from their customers.
Awards
For both brands, the awards are vital. For discounters, they are an important piece of the puzzle in attracting wealthier shoppers, who are keen to save money but not at the expense of quality. Halliwell explained: "Winning awards is very important in building loyalty, because they offer a stamp of approval from an independent party. It helps convince shoppers that this is a good quality product, and the best in class, and assuage any doubts they may have."
He added: "The discounters are aware of that and part of their marketing strategy is to enter lots of awards, and when they do win (and they have had a lot of notable successes), they are not shy about letting people know."
It's one reason why Gottschlich added: "This award helps to reinforce the growing trust and loyalty that the British public have in us", before going on to add that Lidl had also triumphed at the Grocer Own Label Awards - taking more accolades than any other supermarket.
But what do you think? Do you shop in Poundland or Lidl, and do you rate the quality there? Let us know in the comments.
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