by Katharina Michailov and Inna Mayer

This article will discuss whether LIDL operates Marketing 3.0 or whether they try to merely inflate their brand.

LIDL is a German retail store chain in the discount segment. It was founded in 1930s and is headquartered in Neckarsulm. LIDL has 88,000 stores in 22 countries and employs 150,000 people worldwide, of which 50,000 work in Germany. The discount chain is part of the Schwarz-Group-Companies, which includes Kaufland and Handelshof.