Lidl offered customers mystery boxes, some of which earned greatly from them
Mysterious boxes, which were sold for less than six hundred crowns in stores of the German chain Lidl in the United Kingdom, caused quite a stir. Some customers, in fact, "profited" greatly from them.
Lidl, the German discount retail chain, has once again proven itself a master in marketing campaigns by introducing an interesting concept of mystery boxes in the UK. These boxes, known as "Mystery Boxes", appeared on store shelves at a very favorable price of 20 pounds (just under 600 crowns). The offer aroused not only curiosity but also significant interest among customers who quickly seized the opportunity to buy something mysterious with potentially high value.
What was hidden in the mystery boxes?
Each box contained products from various categories, with their total value significantly exceeding the price at which the box was offered. Some customers shared their experiences on social media, revealing that they had found goods worth many times more than 20 pounds inside. Some of these boxes contained branded cosmetics, small electronics, or even household appliances, which sparked a wave of excitement among customers.
Reports in British media show that this marketing trick was very successful. Customers who decided to take a chance and buy a mystery box often left thrilled and many subsequently shared their finds on social media. One excited customer on the Examiner Live website stated that he obtained goods worth over 100 pounds (almost three thousand crowns) for 20 pounds, which motivated him to try and purchase more boxes.
With this campaign, Lidl apparently aimed not only to increase sales but also at building a community of its customers. Mystery boxes provided people with a sense of adventure and excitement, a factor that can be a great boost in the daily shopping environment. Additionally, this event drew considerable attention on social media, where people shared their finds, helping the campaign spread organically.
The mystery box event also allowed Lidl to effectively utilize stock that might otherwise have sold more slowly, without the need to reduce the prices of individual items. The sale of these boxes could also help empty warehouses ahead of new stock arrivals, which is crucial especially in the pre-Christmas season.
Although this campaign took place exclusively in the UK, it is likely that a similar concept could be successful in other countries, including the Czech Republic. People like to take risks if there's a chance of a high reward, and mystery boxes perfectly satisfy this desire.
Additionally, in recent years, the company has increasingly built its brand not only in the Czech Republic. One can purchase clothing and other products directly from the chain or its e-shop with the company's logo or the logo of its tool brand Parkside, which was promoted in advertising spots by actor and former California governor Arnold Schwarzenegger.
