Low prices everywhere
Ray Algar and Neil Burton
So, are you a Waitrose or a Lidl shopper? A few years ago, you would have been one, neither, but certainly not both. How things change. Now, British consumers are running rings round marketers by being a Waitrose shopper on Monday and a Lidl customer on Wednesday. Marketing textbooks tell you this should not be happening.
Prospering consumers used to shop at premium-quality outlets, while the financially challenged ('hard-pressed' and 'of moderate means' to use geodemographics parlance) were reluctant guests at their local budget or value store. But not any...