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2019 June 26 - Marketing Breakfast in partnership with MCCP
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2019 June 26 - Marketing Breakfast in partnership with MCCP

When: Wednesday 26th June 2019
Where: FIRE Restaurant
Dawson Street
Contact: Rachel Bowers
01 2160157

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Using Insights to Create Customer-Centric Strategies

Competing strongly in the Irish market since 2000, Lidl achieved over 80% penetration of Irish shoppers through a disruptive model and opening a wide network of stores. However, with such high penetration, new growth would need to come from other avenues. The challenge was how to persuade top-up shoppers to buy more and convert more shoppers to main shop in Lidl, and to do this it was clear they needed a better understanding of shoppers.


Date: Wednesday 26th June 2019 

7:45am - 9:00am

FIRE Restaurant, Dawson St, Dublin 2





Members: €20 | Non-Members: €30 |

Corporate Partners: Complimentary Access 


Lidl Ireland used local research as the vital tool to build shopper profiles that prioritised customers against their needs, preferences and spend, to gain a deeper understanding of Lidl’s core and target shoppers. This enabled them to do two things, create game changing strategies that connected them with the shopper and change the internal mindset about the customer to a much more customer centric culture.




Linda Fitzgerald Head of Marketing Activation at Lidl

Linda from Naas, Co. Kildare is a degree graduate from Waterford institute of technology and holds a master’s degree from DCU. Linda has over 15 years’ experience working with blue chip organisations across multiple marketing disciplines, with skills in areas such as research and insights, category management, strategy and brand development, advertising, sponsorship and medial platforms. Linda is currently working as Marketing activation manager for Lidl Ireland and Northern Ireland where she oversees the strategy, brand development and media and digital planning  for the business. 


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