{"id":2155,"date":"2024-06-24T07:30:00","date_gmt":"2024-06-24T05:30:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=2155"},"modified":"2024-11-15T18:36:24","modified_gmt":"2024-11-15T16:36:24","slug":"lidl-renforce-un-peu-plus-les-liens-avec-sa-communaute","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/lidl-renforce-un-peu-plus-les-liens-avec-sa-communaute\/","title":{"rendered":"Lidl renforce un peu plus les liens avec sa communaut\u00e9"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Insight<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">Short<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2Flidl-renforce-un-peu-plus-les-liens-avec-sa-communaute%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-2-news-lidl-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-2-news-lidl-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-2-news-lidl-desktop.jpg\" alt=\"COVER (2)-news-lidl-desktop\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    24 juin 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        2 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            La volont\u00e9 \u201cd&rsquo;assumer\u201d sa position de discounter, et en faire une force, a permis aux Fran\u00e7ais de s\u2019identifier aux couleurs de la marque et v\u00e9hiculer leur sentiment d\u2019appartenance.        <\/div>\n    \n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>Avec sa campagne \u201c<a href=\"https:\/\/x.com\/lidlfrance\/status\/1800063633852182854?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1800063633852182854%7Ctwgr%5E45bdaec985969977bf38d0a89fb73ff503ad0448%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fdelitsdopinion.com%2Fconso%2Flidl-revolutionne-la-creation-de-produits-avec-lidlize-devenez-designer-grace-a-lintelligence-artificielle%2F\" target=\"_blank\" rel=\"noopener\">Lidlize<\/a>\u201d, Lidl permet aux audiences de cr\u00e9er leurs propres objets personnalis\u00e9s aux couleurs de la marque.<\/p>\n<p>Cette utilisation de l\u2019IA g\u00e9n\u00e9rative t\u00e9moigne de la volont\u00e9 de l\u2019enseigne d&rsquo;impliquer davantage sa base de consommateurs passionn\u00e9s. Cette d\u00e9marche participative favorise l&rsquo;engagement et la fid\u00e9lit\u00e9 des clients, qui se sentent valoris\u00e9s et partie prenante de l&rsquo;univers de la marque.<\/p>\n<h2>Le glow up du hard discount<\/h2>\n<p>L&rsquo;engouement pour les produits d\u00e9riv\u00e9s Lidl n&rsquo;est pas un ph\u00e9nom\u00e8ne nouveau. Depuis longtemps, la marque b\u00e9n\u00e9ficie d&rsquo;un attachement \u00e9motionnel fort de la part de ses clients. Effectivement, depuis 2 ans, nous avons constat\u00e9 l\u2019essor de l\u2019int\u00e9r\u00eat pour les marques hard discount qui rendent leur image plus d\u00e9sirable.<\/p>\n<p>Lidl devient la \u201cvaleur refuge\u201d pour les Fran\u00e7ais en perte de pouvoir d\u2019achat, selon Olivier Dauvers, expert consommation et grande distribution. Ainsi, Lidl est la marque la plus recommand\u00e9e (50%), avant E. Leclerc et Aldi, avec respectivement 33% (<a href=\"https:\/\/www.potloc.com\/fr\/ressources\/etudes-publiques\/barometres-france-habitudes-consommation-vague2\" target=\"_blank\" rel=\"noopener\">\u00e9tude juin 2023 Alix Partners et Potloc<\/a>).<\/p>\n<h2>D\u2019une MDD \u00e0 une love brand<\/h2>\n<p>Comment Lidl est pass\u00e9 d&rsquo;une marque de hard discount \u00e0 une marque refuge ? Comment sa communication a favoris\u00e9 ce shift ?<\/p>\n<p>Les hard discounters ont longtemps souffert du d\u00e9samour des Fran\u00e7ais et des aprioris sur la qualit\u00e9 des produits. C\u2019est donc ce qui a pouss\u00e9 Lidl \u00e0 repenser toute sa communication, vers plus de proximit\u00e9. La volont\u00e9 \u201cd&rsquo;assumer\u201d sa position de discounter, et en faire une force, a permis aux Fran\u00e7ais de s\u2019identifier aux couleurs de la marque et v\u00e9hiculer leur sentiment d\u2019appartenance.<\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>2024, encore \u00e0 l&rsquo;\u00e8re de la r\u00e9clame<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                3 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\"\n                                    alt=\"thumbnail-era-avertising\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/de-la-communication-responsable-a-la-communication-militante\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Business                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>De la communication responsable \u00e0 la communication militante<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\n                                    alt=\"thumbnail-responsible-communication\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/la-rse-doit-engager-davantage-avant-de-devenir-une-obligation-legale-pour-tous\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Perspectives                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>La RSE doit engager davantage avant de devenir une obligation l\u00e9gale pour tous<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\n                                    alt=\"cover-csr-engage\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[314],"themes":[316],"reading-time":[320],"class_list":["post-2155","the-sixth","type-the-sixth","status-publish","hentry","format-short-fr","themes-insight-fr","reading-time-2-min-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lidl renforce un peu plus les liens avec sa communaut\u00e9 - Dusens Group<\/title>\n<meta name=\"description\" content=\"La campagne &#039;Lidlize&#039; de Lidl engage ses clients en cr\u00e9ant des objets personnalis\u00e9s, renfor\u00e7ant ainsi la fid\u00e9lit\u00e9 et l&#039;attachement 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