What an interesting concept from Lidl. Social media is often seen as a 'complaints tool' for customers to vent their frustrations. This is a great initiative from Lidl to engage with their customer base, especially around the Christmas period.
Having just completed another Head of Digital Marketing headhunt for a Consumer business, I am continuing to see the increased demand for senior Digital talent. How are you engaging with your customer base through the Digital channels? Are you leading, like Lidl, in your ideas and concepts or are you often lagging behind?
l have launched an unprecedented new scheme which allows its shoppers to determine the price of selected products. In what is being dubbed the “social price drop”, the retailer will drop prices lower and lower the more customers tweet about a certain product aiming to help customers save money in the run up to Christmas. Launching on Monday November 21 with a Christmas lobster as the first item to undergo the social treatment, dropping its original £5.99 price further as more shoppers tweet about it. The twitter voting system will be live from Monday’s at 8am to Tuesdays at 6pm, with the final price of the item being announced across the grocer’s social channels on the following Wednesday each week. The new prices will then be implemented across the UK by the proceeding Saturday.