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Lidl shows the way forward in how to sell wine says Robert Joseph at DWCC

Published:  03 November, 2014

Both multiple and specialist retailers could learn a lot from "the balls" that Lidl and other discounters are now using to market and sell wine, according to wine commentator and consultant Robert Joseph.

Lidl's new wine advertising campaignLidl's new wine advertising campaignIt is cleverly using consumer endorsements to help promote its new offer, says Robert Joseph

Both multiple and specialist retailers could learn a lot from "the balls" that Lidl and other discounters are now using to market and sell wine, according to wine commentator and consultant Robert Joseph.

Discount retailers have understood how their customers feel comfortable when buying wine in-store and have changed the way they sell it to suit, argued Joseph in a presentation to this week's Digital Wine and Communications Conference in Montreux, Switzerland. 

"Other major retailers should look at how Lidl is now selling wine," he urged.

Joseph was particularly impressed by how Lidl is using messages such as "The Perfect Gift" or "Bottle to Impress" or "Great for a Dinner Party" at the point of sale tapping in to the way consumers think and buy in other grocery categories. It is something that no other major retailer has tried to do before to such a level, said Joseph.

It is cleverly using consumer endorsements to help promote its new offer, says Robert Joseph

"They are the first people to have the balls and the guts to talk about wine in this way," he added. "It shows that they really know their customers."

In its new marketing campaign to help promote its new wine range, Lidl has devised its own 100 point scoring system, which Joseph believes helps give customers who are not confident about buying wine extra security and "reassurance" when doing so in Lidl.

By putting such a focus on its new wine range in its overall advertising and print campaign it has provoked a genuine reaction from its customers with people openly talking and exchanging their views and thoughts on Lidl's wine offer on social media via Twitter and Facebook. It is then using these comments in its above the line advertising.

Joseph said Lidl was successfully integrating what its own consumers think about its wine offer, with more expert advice at the point of sale and its advertising from Master of Wine Richard Bampfield and Jamie Goode.

The DWCC event attracted over 300 delegates from all over the world including producers, distributors, wine, PR and marketing consultants and bloggers to what was its seventh annual event.

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