Shoppers criticise Lidl mango promotion as confusing
Shoppers on social media are criticising how the supermarket chain Lidl presents its mango promotion, saying it is unclear. Some call it misleading because the discount applies only to the second fruit.
A mango promotion at the supermarket chain Lidl, which operates stores in Latvia, has caused confusion and criticism on social media. Although the terms are displayed in the store, some shoppers believe they could be presented far more clearly.
How the promotion works
A customer with an account in the store's loyalty programme, Lidl Plus, can buy the first mango for 1.99 euros and the second for 0.39 euros. The 0.39 euro price therefore does not apply to each of two fruits. One shopper wrote online that the price tag does not clearly show that the discount applies specifically to the second fruit rather than both.
Shoppers' reactions
One commenter called it the worst kind of promotion ever seen in a grocery store. A woman wrote that she had noticed many customers, especially older people, did not understand the offer, and suggested cashiers probably have to keep explaining it. In her view, it would be simpler to state a price of 1.20 euros per piece.
Another shopper admitted that everything is seemingly written clearly, yet the terms are still confusing, and she got the impression the offer was designed to sell more. Another commenter said her mother was baffled by the deal, while someone else recalled an elderly man at the checkout who was upset about the terms, while the cashier laughed at his confusion.
Some shoppers did grasp the principle. One commenter assumed that with Lidl Plus two mangoes could be bought at 0.39 euros each, and was told this was not the case. Another user added that Lidl's discount terms have puzzled customers before.
The reaction suggests that simply displaying prices is not always enough: an offer should be understandable quickly and without guesswork.
