How Lidl UK Created Engaging In-Store Customer Experiences Across Multiple Promotional Campaigns

Learn how Lidl UK successfully engaged thousands of customers across multiple UK stores by utilising Fun Pro's mobile prize wheel solution, creating memorable promotional experiences that drove customer participation whilst capturing valuable marketing content for their advertising campaigns.

Customer Profile

Lidl UK is part of one of Europe's leading food retail groups, operating hundreds of stores across the United Kingdom. As a discount supermarket chain, Lidl focuses on providing high-quality products at competitive prices whilst maintaining strong customer relationships.

The company regularly runs promotional campaigns to highlight specific product ranges, from fresh bakery items to premium wine selections. With a commitment to customer engagement and innovative marketing approaches, Lidl UK continuously seeks creative ways to connect with shoppers and create memorable in-store experiences that drive both sales and brand loyalty.

Key Metrics

• 6 successful promotional events completed across multiple UK stores

• 100% repeat booking rate with ongoing partnership established

• Multiple product categories promoted, including Bakery, Fruit, and Wine ranges

• Enhanced customer engagement through interactive prize wheel experiences

• Valuable marketing content captured for future advertising campaigns

• Flexible deployment across various store locations nationwide

About Lidl UK

Lidl UK represents one of the most significant success stories in British retail over the past two decades. As part of the wider Lidl group, which operates across 32 countries with over 12,000 stores, Lidl UK has established itself as a formidable presence in the competitive British grocery market.

The company's journey in the UK began in 1994 with the opening of its first store, and they have since grown to operate hundreds of locations from Scotland to Cornwall. What sets Lidl apart in the crowded retail landscape is its commitment to the "Big on Quality, Lidl on Price" philosophy, which has resonated strongly with British consumers increasingly focused on value without compromising on quality.

Lidl UK's approach to customer engagement goes far beyond traditional retail strategies. The company understands that modern consumers expect more than just competitive prices; they want experiences that connect them with brands on an emotional level. This understanding has driven their investment in innovative promotional campaigns that bring products to life and create memorable moments for shoppers.

The retail environment has become increasingly competitive, with customers having more choice than ever before. Against this backdrop, Lidl UK recognised that standing out requires more than just attractive pricing. They needed ways to engage customers actively, create buzz around specific product ranges, and generate authentic marketing content that would resonate with their target audience.

Their promotional strategy focuses on highlighting the quality and value of specific product categories through interactive experiences. Whether showcasing their award-winning bakery section, promoting seasonal fruit selections, or introducing customers to their premium wine range, Lidl UK wanted to create opportunities for customers to engage directly with these products in a fun, memorable way.

The challenge was finding solutions that could work effectively across their diverse store portfolio, from compact high-street locations to larger out-of-town formats, whilst maintaining consistent brand messaging and customer experience quality.

The Challenge: Creating Flexible, Engaging In-Store Experiences

As told to Fun Pro by the Store Operations Team at Lidl UK.

"We needed something that would genuinely engage our customers and get them excited about our promotional products. The challenge wasn't just creating interest; we needed an interactive element that would encourage customers to participate whilst we captured content for our advertising campaigns.

"Traditional promotional displays often go unnoticed in today's retail environment. Customers are bombarded with messaging, and it takes something special to break through that noise. We wanted to create moments of genuine engagement where customers would not only notice our promotions but actively participate in them.

"One of our biggest challenges was the diversity of our store formats. Some locations are compact urban stores with limited floor space, whilst others are larger format stores with more room to manoeuvre. Whatever solution we chose needed to work effectively across all these different environments.

"We also needed flexibility in terms of positioning. Customer flow patterns vary significantly between stores, and we wanted the ability to position our promotional activity in the most effective location for each individual store. Sometimes that might be near the entrance to catch customers as they arrive, other times it might work better positioned near the specific product range we're promoting.

"The content creation aspect was equally important. We wanted to capture genuine customer reactions and participation that we could use in our advertising campaigns. This meant the solution needed to be visually appealing and create natural opportunities for filming customer interactions.

"Budget considerations were important too. We needed a solution that would deliver a strong return on investment across multiple campaigns and store locations. The ability to rebrand and reuse equipment for different promotional focuses was crucial for making the numbers work."

The Solution: Mobile Prize Wheel with Custom Branding

As told to Fun Pro by the Store Operations Team at Lidl UK.

"When we discovered Fun Pro's mobile prize wheel solution, we immediately saw the potential. The key differentiator was the mobility aspect. Unlike fixed installations, this prize wheel could be positioned wherever it would work most effectively in each store.

"The custom branding capability meant we could adapt the wheel for different promotional campaigns. We've used it for bakery promotions, fruit campaigns, and wine selections. Each time, Fun Pro creates bespoke branding that perfectly matches our promotional materials and store environment.

"The setup process is refreshingly straightforward. Fun Pro handles everything from delivery through to collection, which takes a significant administrative burden off our store teams. They understand retail environments and work efficiently to minimise disruption whilst maximising impact.

"What really impressed us was Fun Pro's understanding of our requirements. They didn't just provide equipment; they provided a solution that addressed our specific challenges. The mobile base means we can position the wheel where customer flow is strongest, and we can move it during the day if needed to optimise engagement.

"The visual impact is considerable. The branded prize wheel creates an immediate focal point that draws customers' attention and generates curiosity. People naturally want to know what they might win, and that initial interest creates the perfect opportunity to discuss our promotional products.

"From a filming perspective, the prize wheel creates natural, authentic moments of customer engagement. People's reactions when they spin the wheel and discover their prize are genuine and enthusiastic, which translates beautifully into our advertising content.

"The prizes themselves are carefully chosen items from our promotional ranges, so winners get to experience the quality we're highlighting whilst other customers see the value being offered. It creates a positive association with the promoted products that extends beyond the immediate winner."

Results and Future Outlook

The partnership between Lidl UK and Fun Pro has developed into a trusted ongoing relationship, with six successful events completed across multiple UK stores and more planned for the future. The mobile prize wheel solution has proven so effective that it has become an integral part of Lidl UK's promotional strategy.

The success of these campaigns has been measured not just in customer participation rates, but in the quality of marketing content captured and the positive customer feedback received. Store managers report increased engagement during promotional periods, with customers actively seeking out the prize wheel experience.

The flexibility of the mobile solution has allowed Lidl UK to adapt their approach for different store formats and promotional focuses. Whether highlighting seasonal products, introducing new ranges, or reinforcing existing favourites, the prize wheel has proven adaptable and consistently effective.

Looking forward, Lidl UK is exploring opportunities to expand the use of interactive promotional tools across its store network. The success with Fun Pro has demonstrated the value of investing in customer engagement solutions that create genuine moments of connection between brand and consumer.

The partnership has also provided valuable insights into customer behaviour and preferences, informing wider marketing strategies and promotional planning. This data-driven approach to customer engagement continues to strengthen Lidl UK's position in the competitive retail marketplace.

Plans are already underway for future campaigns utilising the mobile prize wheel, with discussions ongoing about expanding the concept to include additional interactive elements that build on the foundation of trust and effectiveness established through the current partnership.

The FunPro Team

The success of the Lidl UK partnership reflects Fun Pro's commitment to understanding retail environments and delivering solutions that work in practice, not just in theory. Our corporate events team brought together specialists in branded game hire, retail promotions, and customer engagement to create a solution tailored specifically to Lidl UK's requirements.

Our design team worked closely with Lidl UK's marketing department to ensure the custom branding perfectly aligned with each promotional campaign, maintaining brand consistency whilst creating visual impact. The logistics team developed efficient delivery and collection processes that minimise disruption to store operations whilst ensuring everything runs smoothly.

Throughout the partnership, our customer service team has maintained regular communication with Lidl UK's operations staff, ensuring each event meets expectations and incorporating feedback to continually improve the service. This collaborative approach has been fundamental to the project's success and the development of an ongoing partnership.

Ready to Engage Your Customers Like Lidl UK?

If you're a retailer or established brand looking to create memorable customer experiences that drive engagement and generate valuable marketing content, let's discuss how Fun Pro's interactive solutions can work for your business. Contact our friendly team to explore the possibilities.