Biedronka has recently sent information about promotions in its stores. There would be nothing strange about it, if it weren’t for the fact that the text messages stated how much more expensive a given product was in competitive Lidl. We have comments from representatives of both networks.
On Sunday, Biedronka sent text messages with information about selected promotions in its stores. They concerned, among others, discounts on some products. The messages provided information about how much more expensive a given product was in Lidl. Information from the largest competitor’s newspaper was cited.
– We take various actions to inform our customers about the prices of the most important products in the Biedronka chain, including comparing them reliably with the prices of our competitors – Jan Kołodyński, corporate communication manager in the Biedronka chain, told the tvn24.pl business editorial team.
We asked how many people such text messages were sent to and whether similar activities would be carried out in the future. However, we did not receive answers to these questions.
Lidl comments on text messages
Aleksandra Robaszkiewicz from Lidl Polska pointed out that “the information disseminated about the prices of selected products in the Lidl Polska chain is false and misleads consumers.”
– Our basic mission, on which we build our operational activities, is to provide customers with high-quality products at a low, competitive price, produced in a sustainable manner. What distinguishes our offer is the attractive price-quality ratio, emphasized Robaszkiewicz.
The largest trading companies in Poland
Biedronka and Lidl are the largest retail chains in Poland, taking into account the amount of revenue in 2023. This is according to data collected by Forbes. The Biedronka chain, which belongs to Jeronimo Martins Polska, generated revenues of PLN 85.03 billion last year. This means an increase of almost a quarter (24.6%) compared to the situation a year earlier. The Biedronka chain has nearly 3,500 stores.
Lidl was in second place with revenues of PLN 33.37 billion, after an increase of 24.1%. Every year. The company has approximately 900 stores in Poland. Eurocash was classified on the lowest step of the podium – PLN 30.86 billion, an increase of 17.4%.
The Dino chain was also among the leaders, with 2,406 stores at the end of last year. In 2023, the company generated revenues of PLN 19.80 billion, after an annual increase of as much as 48.2%. This is the largest increase among the ten largest retail chains in Poland. He owns supermarkets Tomasz Biernacki, who was ranked 462nd on the list of the richest people in the world prepared by Bloomberg. His fortune was estimated at USD 5.85 billion, i.e. the equivalent of over PLN 23 billion.
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