Fernando M.M. Arrecife
Pronto se desinfló el «ahorra o nunca» de Lidl. La franquicia alemana aterrizó con fuerza en la isla y supuso una pequeña revolución entre los lanzaroteños, acostumbrados a ser ninguneados por las dos cadenas de siempre. Lidl llegó prometiendo, si no más calidad, al menos sí mejores precios. Y los ofreció, pero no por demasiado tiempo.
Apenas unas semanas después de su apertura, Lanzarotelandia realizó un pequeño estudio comparativo, que reflejó una realidad singular: Spar e Hiperdino casi calcaban sus precios. No en cuanto a productos concretos, sino en cuanto al conjunto de ellos. Si uno ponía los yogures más baratos, el otro bajaba el precio de la leche; si uno subía los huevos, el otro aumentaba el precio del pan. Con precisión quirúrgica, a fuerza de trabajar juntos (que no competir entre ellos), habían acabado por interpretar una coreografía de fluctuaciones en los precios perfectamente estudiada para dar la sensación de diferencia entre una marca y otra, una diferencia que realmente no existía.
Pero el recién llegado Lidl todavía no había entrado en esa dinámica. Los productos al azar que escojimos determinaron que Lidl era casi un 18% más barato que Spar e Hiperdino.
Un año después las cosas son muy diferentes. Pueden verlo, sin más preámbulo, en la tabla que les servimos a continuación. Mismos productos, mismas marcas (en la mayoría de los casos). Distintos precios. Y los más distintos, los de Lidl:
El supuestamente establecimiento de «descuento duro» ha subido, en algunos casos radicalmente, el precio de la mayoría de sus productos. Concretamente en 14 de 20 productos. A veces incluso casi llegan a doblar el precio de hace un año, como sucede con la margarina o la mermelada.
Curiosamente, mientras las dos empresas más caras hace un año han bajado sus precios en muchos de sus productos básicos, más allá de las ofertas puntuales que pueden desvirtuar un tanto el estudio, con Lidl ha ocurrido lo contrario. Las tres superficies han ido rápido a converger en un punto más o menos intermedio, como nos teníamos muchos, homogenizando sus precios y dejándonos en una situación muy parecida a la que padecíamos antes de la llegada de Lidl.
Era de esperar que se les contagiara el robo de las otras dos cadenas alimentarias de Lanzarote. Y vendra otra de «descuento duro» y acabara por inflar los precios.
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