Leader Price
After the sale of the Leader Price network to Aldi, the Casino Group, which has remained the owner of the brand, is embarking on a major strategic reflection on its concept of hard discount. This approach aims to reinvent the sign through a radically differentiating model in large distribution. It gives birth to LP, a new hard discount formula based on strong and committed promise to make the power to buy.
Challenge
Hard discount in France had gradually slipped to soft discount, adopting more qualitative and less legible codes. Leader Price wanted to go back to the essentials: a universal hard discount, simple, transparent and efficient. It was necessary to respond to changes in consumer behaviour, restore meaning to the act of purchasing and propose a model respectful of consumers, producers and distributors.
Solution
LP is built around a clear and militant concept, which is addressed not to socio-professional categories, but to motivations of life, to consumers forced, engaged in sobriety or disenchanted by overconsumption. The customer journey is designed to be smooth and efficient, with an entry through the promotional area, a store core dedicated to heavy products and a fresh-centred end of the journey. A voluntaryly reduced offer of around 2,000 own-branded references covers all essential needs.
Mark rupture without denying origin
The strategic choice was to keep the initials LP, for Leader Price but also for Power given to the consumer. The brand is simplified, the colours are reinforced and the historical diamond is optimised to gain strength and visibility.
A new way to consume
This commitment comes to life through simple and efficient devices, ranging from automatic boxes to pedagogy on price building. The customer becomes an actor in its consumption, in a more responsible and transparent model.
Placed at the beginning of the course, the promotional area highlights the best opportunities of the moment. A clear and efficient entry point, which embodies LP's ambition to allow everyone to buy well, without superfluous.
Deals of the moment
